Porajanje virtualnega globalnega trga in njegovi vplivi na mednarodni marketing /
Kljub zaenkrat še relativno manjšemu obsegu svetovne trgovine prek interneta v primerjavi s konvencionalno mednarodno trgovino postaja svetovni splet ena od ključnih inovacij sodobne informacijske tehnologije, ki nakazuje novo obdobje v razvoju paradigme trženja na prehodu v 21. stoletje in napovedu...
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| Glavni avtor: | |
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| Format: | Book Chapter |
| Jezik: | Slovenian |
| Teme: | |
| Sorodne knjige/članki: | Vsebovano v:
Akademija MM |
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| Izvleček: | Kljub zaenkrat še relativno manjšemu obsegu svetovne trgovine prek interneta v primerjavi s konvencionalno mednarodno trgovino postaja svetovni splet ena od ključnih inovacij sodobne informacijske tehnologije, ki nakazuje novo obdobje v razvoju paradigme trženja na prehodu v 21. stoletje in napoveduje temeljne spremembe v načinu organiziranosti poslovnih procesov in konceptih menedžmenta podjetij. Internet ustvarja kontekst za globalni virtualni trg z aktivnimi in suverenimi porabniki, katerih položaj na trgu se močno krepi zaradi neoviranega dostopa do informacij o trgu in tržni ponudbi, zato lahko v procesu menjave okrepijo svojo pogajalsko pozicijo nasproti dobaviteljem, s tem pa paradigma konvencionalnega množičnega trženja polagoma prehaja v trženje, ki temelji na interaktivnem izgrajevanju neposrednih odnosov z vsakim posameznim porabnikom in ustvarjanju drugačnih (partnerskih, uravnoteženih, trajnejših, donosnih v daljšem obdobju) odnosov med dobavitelji in odjemalci na trgu. Internet ni zgolj le eden od novih distribucijskih in komunikacijskih kanalov. temveč postaja očitno precej več. Nakazuje spreminjanje temeljne paradigme trženja, ki tudi malim podjetjem omogoča učinkovit vstop na svetovni trg. Zaradi interaktivnosti v komuniciranju pa vpliva tudi na spremembo tradicionalnega razmerja moči med tržnimi udeleženci in vzpostavlja nove odnose med njimi, tako da s porajanjem novega poslovnega modela fizične razdalje med trgi in s tem tudi med kupci in dobavitelji izgubljajo pomen, podjetjem pa se ponuja učinkovit model za razvoj trženja na globalnem trgu. Posledica vsega tega je spreminjanje tradicionalnih konceptov in nastajanje novih pravil uspešnega trženja. Ker se s tem oblikujejo tudi nov okvir za razvoj trženjskega koncepta in novi pristopi za razvijanje trženjskih strategij podjetij, bodo morala slovenska podjetja v bodoče pogumneje in bolj agresivno umestiti internet v koncept bodočega razvoja svoje trženjske in celotne poslovne strategije. In spite of the fact that current level of international trade on the internet is relatively low in comaprison to conventional international trade, Internet represents one of the key emerging information technological innovations on the eve of 21st century, promissing to challenge traditional marketing concept, organisation of business processes and menedžerial concepts. Internet creates a new context for global virtual market, characterized by sovreign customer with easy access to market information and growing bargaining power against suppliers and distributors. Through these underlying changes a new marketing paradigm is emerging and through replacement of the conventional mass marketing concept with one-to-one marketing it relies upon marketing relationship development with each individual customer at once. Interactivity in relationship development with each customer supports strategic shift toward partnerships and more balanced division of power between suppliers and their customers aimed at realising a long-term profitability of these relationships. Internet creates new global market space with active consumers, who are becoming more sovereign market participants due to an unhindered access to market information and consequently, their bargaining power will be increased in the market exchange process. Traditional mass marketing concept will be gradually replaced by direct (one-to-one) marketing, based on interactive development of a firm's relationships with an individual customers and long-term relationships between suppliers and their customers. Internet represents not only a new type of distribution and communication channel, but also delineates profound changes in a basic marketing paradigm and enables also to SME to enter efficiently the global market. It changes the tarditional division of power between market participants in a way it enables customers to be well informed about the market and thus active and powerful subjects who enter well informed into the exchange process. Consequently, also geographic distance between markets are losing their traditional role as barriers to exchange in international marketing and with the emerging virtual global market new concepts for success in the market will replace traditional ones and conventional marketing principles will be changed or rewritten. Companies have the possibility to enter the global market efficiently through Internet and can use this new marketing infrastructure as a framework for active and aggressive development of future marketing and overall business startegies. In this new marketing environment and rules also Slovenian companies will have to encouraged to embed their marketing and business startegies more aggressively into the Internet context. |
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| Opis knjige/članka: | Prispevek je dopolnjena in razširjena verzija prispevka, ki je bil predstavljen na 4. marketinški konferenci DMS, 4.-5. junija 1999 v Portorožu. |
| Fizični opis: | str. 17-31. |
| Bibliografija: | Izvleček v angl. in slov. j. |
| ISSN: | 1408-1652 |