20.500.12556/RUL-170682 Pozicioniranje ponudnikov pretočnih video vsebin: primer VOYO magistrsko delo Positioning of streaming video content providers: VOYO case study Doba digitalizacije je poleg drugih prinesla tudi spremembe v konzumiranju vsebin. Razvoj tehnologije in digitalnih naprav omogoča, da imajo danes potrošniki takojšen dostop do vsega, kar želijo. V primerjavi s tradicionalnimi mediji pretočne video storitve kot vir zabave in sprostitve omogočajo uporabnikom večjo svobodo gledanja, saj lahko priljubljene vsebine spremljajo kjerkoli in kadarkoli. Ker je trg vedno bolj zasičen s ponudniki pretočnih video vsebin, se morajo ti boriti za pozornost potrošnikov in jim ponuditi tisto, česar pri konkurenci ne bodo našli. Magistrsko delo raziskuje strategijo pozicioniranja kot trženjskega procesa, ki omogoča podjetjem in znamkam razlikovanje od konkurence na trgu, in izpostavlja ključne konkurenčne prednosti. Te določenega ponudnika naredijo edinstvenega v zavesti potrošnikov. V okviru pretočnih video storitev v lokalnem okolju smo raziskovali pozicioniranje pretočne storitve VOYO, kako se ta razlikuje od globalnih ponudnikov, kako jo zaznajo potrošniki, kateri so njeni bistveni razlikovalni atributi in katere konkurenčne prednosti lahko najbolje izkoristi na slovenskem trgu. Da bi odgovorili na zastavljeno raziskovalno vprašanje, smo pripravili anketni vprašalnik, ga razposlali naključnemu vzorcu ljudi ter prek interpretacije podatkov in prav tako analize spletnih strani konkurenčnih ponudnikov prišli do ugotovitve, da ima lokalizacija bistven vpliv na slovenske potrošnike, ko je govora o pozicioniranju. The digital age has brought, among other things, changes in the ways people consume content. The development of technology and digital devices enables consumers to have instant access to anything they want. Compared to traditional media, video streaming services, as a source of entertainment and relaxation, give users more viewing freedom as they allow them to watch their favourite content wherever and whenever they want. As the market becomes increasingly saturated with streaming video content providers, they have to fight for consumers' attention and offer them what their competition does not provide. This master thesis explores the positioning strategy as a marketing process that enables companies and brands to differentiate themselves from their competition on the market, and highlights key competitive advantages. This makes a particular provider stand out as unique in the minds of consumers. In the context of video streaming services in the local environment, the thesis investigates the positioning of the VOYO streaming service, how it differentiates itself from global providers, how it is perceived by consumers, what are its key differentiating attributes, and which competitive advantages it can best exploit on the Slovenian market. In order to answer the research question, questionnaire was prepared and sent to a random sample of people, and also analysis of competing video streaming providers was made. The conclusion is that localization has a significant impact on Slovenian consumers when it comes to positioning. pozicioniranje konkurenčna prednost pretočne video storitve VOYO positioning competitive advantage video streaming services VOYO true true false D. Bogataj Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-12 08:31:04 2025-07-12 08:31:07 2025-08-06 11:35:15 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (78 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:654.1:621.397:004(043.2) 175763 244998659 19375.pdf 19375.pdf 1 8F463A17F4BDE7ECA8202603DDE44A57 33ca0f1d5eca09c9311175e85572649fd0910f58b352b42ea7a5d3946549e806 ddfce16d-5ee7-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212726 Fakulteta za družbene vede 0 0 0