Provoz e-shopu s ohledem na chování a potřeby zákazníků
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Date
2020-06-17
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Abstract
Tato diplomová práce se zabývá tématem procesu tvorby e-shopu a využitím dostupných marketingových kanálů s ohledem na chování a potřeby zákazníků. Opírá se o teoretická východiska tvorby webu a online marketingu spolu s konkrétními doporučeními českých i zahraničních odborníků na toto téma. Tato doporučení jsou následně aplikována během procesu tvorby konkrétního e-shopu s květináči a příbuzným sortimentem a během implementace popisovaných marketingových metod, jako je SEO, PPC nebo zbožové porovnávače. Cílem práce je nejen zmapování celého procesu tvorby e-shopu, ale především navržení takové strategie pro jeho další provoz, aby byl tento e-shop konkurenceschopným a úspěšným prodejním kanálem. Fungování e-shopu i všech využitých marketingových kanálů je tak podrobeno analýze, jejímž výsledkem je pak soubor doporučení ke zlepšení a dalšímu provozu e-shopu.
This diploma thesis focuses on the process of creating an e-shop and the usage of available marketing channels with respect to the customer needs and behavior. It follows the theoretical basis of web design and online marketing as well as specific recommendations of Czech and foreign experts on this topic. Those recommendations are applied during the development of a specific e-shop with flowerpots and related products, and during the implementation of the describedmarketing channels, such as SEO, PPC or comparison shopping websites. The purpose of the thesis is not only to map the whole process of creating an e-shop, but above all to design such a strategy for its further operation so that this e-shop is a competitive and successful sales channel. The functioning of the e-shop and all the deployed marketing channels is thus subjected to analysis, the result of which is a set of recommendations for improvement of the marketing channels as well as the e-shop itself.
This diploma thesis focuses on the process of creating an e-shop and the usage of available marketing channels with respect to the customer needs and behavior. It follows the theoretical basis of web design and online marketing as well as specific recommendations of Czech and foreign experts on this topic. Those recommendations are applied during the development of a specific e-shop with flowerpots and related products, and during the implementation of the describedmarketing channels, such as SEO, PPC or comparison shopping websites. The purpose of the thesis is not only to map the whole process of creating an e-shop, but above all to design such a strategy for its further operation so that this e-shop is a competitive and successful sales channel. The functioning of the e-shop and all the deployed marketing channels is thus subjected to analysis, the result of which is a set of recommendations for improvement of the marketing channels as well as the e-shop itself.
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e-commerce, e-shop, online marketing, user experience, copywriting, SEO, PPC, zbožové porovnávače, webdesign, e-commerce, e-shop, online marketing, user experience, copywriting, SEO, PPC, comparison shopping websites, webdesign