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Title:Komunikacija vinske industrije na spletnih družbenih omrežjih v Sloveniji
Authors:ID Sila, Iztok (Mentor) More about this mentor... New window
ID Kopjar, Karlo (Author)
Files:.pdf Karlo_Kopjar.pdf (2,00 MB)
MD5: 6B5B9040A93B532F46E156BFE62CBA0C
 
Language:Slovenian
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:VŠVV - College of Viticulture and Enology
Abstract:V svetovni vinski industriji je veliko zanimanja za tržno komunikacijo vinske industrije na družbenih omrežjih. Tak način komunikacije je relativno poceni in ob dobri uporabi učinkovit. Kot za vse tipe tržne komunikacije je tudi za tak tip komunikacije potrebno imeti strategijo. Ponujenih nam je več družbenih omrežij, a niso vsa primerna za komunikacijo z našimi strankami oziroma potencialnimi strankami. Slovenija je tradicionalna pridelovalka vina in zato so prebivalci skoraj neprestano v stiku z vinsko kulturo. Slovenci se zanimajo za uživanje domačih in kakovostnih izdelkov. V času višje stopnje brezposelnosti se je zmanjšalo uživanje vina, a je sedaj stanje spet normalno. Tako je primerno komunicirati s Slovenci o vinu na družbenih omrežjih. Zakoni pa omogočajo, da je tak tip komunikacije skoraj neoviran. Z anketo smo iskali odgovore na vprašanja o uporabi družbenih omrežij in uživanju vina. Anketiranci so pokazali zanimanje za že tradicionalne vsebine o vinu. Ugotovili smo, da so ženske bolj primerna ciljna skupina za več različnih tipov vin kot moški. Možno je povzeti, da se družbena omrežja glede vina uporabljajo bolj za to, da spomnijo nekega potrošnika, kot da ga prepričajo, saj se ti bolj zanašajo na priporočila drugih kot na kak drug vir informacij.
Keywords:vino, družbena omrežja, tržno komuniciranje, končni potrošniki, Slovenija
Place of publishing:Nova Gorica
Year of publishing:2018
PID:20.500.12556/RUNG-4262-23e3e9a0-5b9b-7263-ac5d-326a0c5c6ea0 New window
COBISS.SI-ID:5313275 New window
NUK URN:URN:SI:UNG:REP:CPASXHMH
Publication date in RUNG:16.01.2019
Views:5789
Downloads:154
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Secondary language

Language:English
Title:Communication of wine industry on online social networks in Slovenia
Abstract:There is a big interest of the World wine industry about marketing communication on social networks. This kind of communication is relatively cheap, and if used well, also effective. As for all types of marketing communications, also for this one, there is a need for the shaping of a strategy. There is a lot of social networks offered, but not all of them are actually suitable for communication with our customers or potential customers. Slovenia is a traditional wine producing country and as such, the citizens are constantly in touch with a wine culture. Slovenians are interested in consuming domestic and quality products. The time of financial crisis did not really influence on consumption of wine in Slovenia. Thus, it can be said, that it is appropriate to communicate with Slovenians about wine on social networks. Additionally, laws are not hindering aspects of communication on social networks. With the questionnaire, the questions about the usage of social networks and the consumption of wine were answered. Respondents show the interest mainly for a traditional content about wine on social networks. However, it was shown that women are more suitable target group, for more types of wine. It can be summarized, that social networks can be used more to remind the consumers about the wines than to convince them. When it comes to wine, consumers prefer more word-of-mouth communication than other types of communication.
Keywords:wine, social networks, marketing communication, final consumer, Slovenia


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