Spletno trženje pohištva

Gubanc, Neža (author), Oblak, Leon (mentor), Jošt, Matej (comentor)

Namen diplomskega dela je bil analizirati stanje in prodajo pohištva na spletu pred in med pandemijo COVID-19 ter izdelati izhodišča za spletno prodajo pohištva, ki je praviloma izdelano po naročilu (kuhinje, vgradne omare). Anketiranje smo opravili pred in med pandemijo; ugotavljali smo stanje nakupovanja pohištva prek spleta. Izvedli smo tri različne AHP-analize, v katerih so sodelovali strokovnjaki s področja ekonomije in lesarstva. Z njimi smo preverjali primernost izdelkov za spletno prodajo, dejavnike, ki spodbudijo kupce v spletni nakup, in lastnosti dobre spletne trgovine. Na koncu smo opravili še primerjalno analizo, s katero smo preverili konkurenčnost preučevanega podjetja. Ugotovitve so nam pomagale pri pripravi izhodišč za spletno trgovino za prodajo enostavnih kosov pohištva in osnutka nakupovalnega obrazca za prodajo bolj zahtevnih kosov pohištva (kuhinje, vgradne omare).

• Language: Slovenian
• Keywords: spletna prodaja, pohištvena industrija, AHP analiza, benčmarking analiza, anketa
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: BF - Biotechnical Faculty
• Place of publishing: Ljubljana
• Publisher: [N. Gubanc]
• Year: 2021
• PID: 20.500.12556/RUL-130919
• UDC: 684:339.371.4
• COBISS.SI-ID: 76773635
• Publication date in RUL: 19.09.2021

Secondary language

• Language: English
• Title: Internet furniture marketing

Abstract

The aim of the thesis was to analyse the situation and sales of furniture online before and during the COVID-19 pandemic, and to develop a starting point for the online sales of custom-made furniture (kitchens, fitted wardrobes). We carried out a survey before and during the pandemic to determine the state of online furniture shopping. Three different AHP analyses were carried out, involving experts from the fields of economics and timber. They were used to test the suitability of products for online sales, the factors that encourage shoppers to buy online and the characteristics of a good online shop. Finally, a benchmarking exercise was carried out to check the competitiveness of the company under study. The findings have helped us to develop a starting point for an online shop for selling simple pieces of furniture and a draft shopping form for selling more complex pieces of furniture (kitchens, fitted wardrobes).

• Keywords: online sale, furniture industry, AHP analysiert, benchmarking analysiert, survey