| Sažetak | Razvoj informacijskih i informatičkih tehnologija pojednostavnio je i unaprijedio mnoge dnevne aktivnosti, življenje i poslovne procese. Internet kao odraz tehnološkog razvoja, omogućio je poduzećima revolucionarne promjene s više aspekata: prodaju proizvoda bez obzira na lokaciju kupca u odnosu na poduzeće, prodaju i pružanje usluga direktno kupcima (savjetodavne, intelektualne usluge i sl.), zaprimanje narudžbi, interaktivnu komunikaciju, istraživanje tržišta, promociju i oglašavanje, brendiranje i odnose s javnošću i dr.
Poduzeća su postala velikim dijelom, a neka i u potpunosti virtualna. Internet omogućuje uštedu vremena i sredstava. Omogućuje jeftinije istraživanje, direktni feed back i mogućnosti analize kroz različite alate. Koncept integriranog marketinga poprimio intenzivnost te objedinio sve njegove aspekte kada je u pitanju dosljednost, efikasnost i efektivnost te kompaktnost svih procesa istoga.
Internet poduzeća konkuriraju jedni drugima u virtualnom svijetu koji odlikuje dostupnost, interakcija javnosti, kontinuitet djelovanja (ne postoji radno vrijeme). Usprkos mnoštvu različitih aplikacija i tehnika IT koje koriste u realizaciji svih poslovnih procesa pojedine organizacije temelje na principima konvencionalnog načina poslovanja i marketinga. Razlike u realizaciji procesa web trgovine u odnosu na klasične prodavaonice (primjerice, prezentacija proizvoda), proces reklamacija i provedbe transakcija postoji i zahtijeva standarde sigurnosti, informiranje pa čak i edukaciju kupaca i korisnika.
Iako imaju određene standarde koje moraju zadovoljiti (provedba procesa je jednaka) diferenciraju i u definiranim procesima te se koriste klasičnim načelima razvoja odnosa s kupcima, upravljanjem lojalnošću i sl. Za diferenciranje informatičke tehnologije nude mnoge mogućnosti kojima se može ostvariti diferenciranje ali i paralelno izgradnja odnosa, prezentacije vrijednosti organizacije i sl. Upravo se zbog opisanih mogućnosti web shopovi kontinuirano natječu kao i klasični trgovci te ulažu napore u sve elemente poslovanja i marketing spleta. |
| Sažetak (engleski) | The development of information technology has simplified and improved many daily activities, living and business processes. The Internet as a reflection of technological development has allowed companies revolutionary changes from multiple aspects: product sales regardless of customer location in relation to the company, direct sales and provisioning of services to customers (advisory, intellectual services, etc.), order receipt, interactive communication, research markets, promotion and advertising, branding and public relations, etc.
Enterprises have become largely part of, completely virtual. The Internet saves time and money. Enables cheaper research, direct feed back and analysis capabilities across different tools. The concept of integrated marketing has gained intensity and consolidated all of its aspects when it comes to consistency, efficiency, effectiveness and the compactness of all processes.
Internet companies compete with each other in a virtual world that is characterized by accessibility, public interaction, continuity of processes (no working hours). Despite the multitude of different IT applications and techniques used in the realization of all business processes, individual organizations are based on the principles of conventional business and marketing. Differences in the realization of the web commerce process compared to the classical stores (eg product presentation), the process of complaint and transaction implementation exist and require standards of security, information and even education of customers and users.
Although they have certain standards that have to be met (the implementation of the process is the same) they are differentiated in defined processes and are used by the classical principles of customer relationship development, loyalty management, etc. Differentiating IT technologies offer many possibilities for differentiation but also parallel relationship building, presentation of the value of an organization etc. It is precisely because of the described opportunities that web shops are constantly competing as well as classic traders and investing in all aspects of business and marketing of the sphere. |
