Marketingová komunikace firmy Vamberecká krajka
Title Alternative:MARKETING COMMUNICATION OF THE FIRM VAMBERECKÁ KRAJKA
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Date
2008
Authors
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Publisher
Technická Univerzita v Liberci
Abstract
Tato bakalářská práce je zaměřena na rozvinutí komunikačních prostředků pro firmu Vamberecká krajka. Hlavním cílem je nastínit možnosti marketingové komunikace, které se nabízejí, a tím zlepšit propagační schopnosti podniku. První část v krátkosti představuje firmu samotnou, její historii i současnost, činnost, kterou se zabývá a její působení na trhu. Následující část je již zaměřena na bližší analýzu důležitých marketingových komunikačních prostředků a nástrojů, které byly pro tvorbu této práce velice potřebné, neboť na jejich základě byl vytvořen samotný koncept zlepšení propagace podniku. Třetí závěrečná část rozebírá výzkum. Je definován cíl neboli záměr celé této práce. Na základě zjištěných nedostatků jsou zde podány návrhy na zlepšení komunikace firmy s okolím a v neposlední řadě také prezentace propagačních prostředků pro jednotlivé segmenty zákazníků (konečný spotřebitel, odběratelé a investoři).
This bachelor work is intent on the development of communication means for the firm Vamberecká krajka. The main objective is to adumbrate all possibilities of the marketing communication which are offered and thus to improve promotional abilities of the company. First part shortly poses the firm herself, her history as well as her present, the activities which the firm occupies by and her coverage of the market. Following part is oriented on the near analyse of the most important marketing communication means and instruments which were necessary for the making of this work because the concept of the amelioration was created thanks to their basis. Third final part construes whole research. The target is defined by other name the intention of the whole work. On the basis of ascertained faults some proposals for the improvement of the communication of the firm with her surroundings are presented here and last but not least also the presentations of the promotional means for each segment of customers (final consumer, following and investor) are showed here.
This bachelor work is intent on the development of communication means for the firm Vamberecká krajka. The main objective is to adumbrate all possibilities of the marketing communication which are offered and thus to improve promotional abilities of the company. First part shortly poses the firm herself, her history as well as her present, the activities which the firm occupies by and her coverage of the market. Following part is oriented on the near analyse of the most important marketing communication means and instruments which were necessary for the making of this work because the concept of the amelioration was created thanks to their basis. Third final part construes whole research. The target is defined by other name the intention of the whole work. On the basis of ascertained faults some proposals for the improvement of the communication of the firm with her surroundings are presented here and last but not least also the presentations of the promotional means for each segment of customers (final consumer, following and investor) are showed here.
Description
katedra: KHT; rozsah: 54, 8 s. obr. příloh
Subject(s)
marketingová komunikace, propagace, propagační prostředky, zákazník, kupující, spotřebitel, firma, marketing communication, promotion, advertising medium, customer, buyer, consumer, firm