Marketingová strategie vybraného subjektu
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Date
2025-06-10
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Abstract
Tato diplomová práce se zaměřuje na návrh marketingové strategie pro Destinační společnost Krkonoše s důrazem na oslovení generace Z. Cílem je vytvořit strategii, která zohlední specifika této cílové skupiny a posílí vnímání značky Krkonoše u mladých návštěvníků. Výsledná strategie kombinuje online i offline prvky a obsahuje návrh kampaně Objev Krkonoše jinak, která klade důraz na autenticitu, vizuální atraktivitu a dlouhodobou loajalitu. Součástí práce je rovněž odhad rozpočtu potřebného k realizaci navrhovaných aktivit.
This thesis focuses on the proposal of a marketing strategy for the Destination Krkonoše with an emphasis on reaching generation Z. The aim is to create a strategy that reflects the specific characteristics of this target group and strengthens the perception of the Krkonoše brand among young visitors. The resulting strategy combines online and offline elements and includes the campaign proposal Discover Krkonoše differently, which emphasizes authenticity, visual appeal, and long-term loyalty. The thesis also includes a budget estimate for the implementation of the proposed activities.
This thesis focuses on the proposal of a marketing strategy for the Destination Krkonoše with an emphasis on reaching generation Z. The aim is to create a strategy that reflects the specific characteristics of this target group and strengthens the perception of the Krkonoše brand among young visitors. The resulting strategy combines online and offline elements and includes the campaign proposal Discover Krkonoše differently, which emphasizes authenticity, visual appeal, and long-term loyalty. The thesis also includes a budget estimate for the implementation of the proposed activities.
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destinace, DMO Krkonoše, generace Z, marketingová komunikace, marketingová strategie