Korporatīvā identitāte kā integrētā mārketinga komunikācijas instruments informācijas un komunikācijas pakalpojumu virzīšanai tirgū
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Korporatīvā identitāte kā integrētā mārketinga komunikācijas instruments informācijas un komunikācijas pakalpojumu virzīšanai tirgū” mērķis ir, balstoties uz teorētisko atziņu izpēti par korporatīvo identitāti un praktisko pētījumu, pilnveidot korporatīvās identitātes materiālus uzņēmumiem “Forum Cinemas”, “Cinamon” un “Apollo Kino”. Darba tēma ir aktuāla, jo uzņēmumiem ir jābūt individuāliem un konkurētspējīgiem. Uzņēmumiem ir jāveido korporatīvā identitāte, lai, kad patērētāji redzētu kādu no korporatīvās identitātes elementiem, tie zinātu, kuram uzņēmumam tas pieder. Uzņēmumiem ir arī svarīgi domāt par nākotni un ilgtspējīgumu, izglītot savus patērētājus un gūt pozitīvu atgriezenisko saiti.
Bakalaura darbs ir veidots no trim nodaļām. Darba pirmajā daļā, izmantojot monogrāfisko metodi, ir raksturoti teorētiskie aspekti par korporatīvo identitāti, tas nozīmi integrētajā mārketinga komunikācijā, kā arī ir analizēta korporatīvās identitātes elementi un to izmantošana. Otrajā daļā, izmantojot sekundāro datu analīzi, ir izpētīta situācija informācijas un komunikācijas pakalpojumu tirgū Latvijā, raksturoti uzņēmumi “Forum Cinemas”, “Cinamon” un “Apollo Kino”, kā arī, ir analizēts korporatīvās identitātes elementu lietojums. Ar novērošanas metodi ir izvērtēti uzņēmumu “Forum Cinemas”, “Cinamon” un “Apollo Kino” korporatīvās identitātes elementi. Darba trešajā daļā, izmantojot kvantitatīvās pētīšanas metodi, ir iegūti viedokļi par korporatīvās identitātes pilnveidošanas nepieciešamību un iespējām uzņēmumiem “Forum Cinemas”, “Cinamon” un “Apollo Kino” pakalpojumu virzīšanu tirgū. Ar modelēšanas metodi ir pilnveidoti korporatīvas identitātes materiāli uzņēmumiem “Forum Cinemas”, “Cinamon” un “Apollo Kino”. Darbā tika izstrādāta uzņēmumu novērtēšanas tabula, ar kuras palīdzību var novērtēt uzņēmuma korporatīvās identitātes elementus.
Pēc pētījuma veikšanas kā galveno priekšlikumu var izdalīt sekojošo: Izstrādājot vai pilnveidojot uzņēmuma korporatīvo identitāti, noteikt prioritātes jeb primāri ieviešanos elementus (kas veicina patērētāju apmeklējumu vai produkta / pakalpojuma iegādi): mājas lapa, lojalitātes programma, produkta realizācijas veicināšana – atlaižu sistēma, cenu politika, personiskās apkalpošanas līmenis, mobilā lietotne, reklāmas dizains, piedāvātie produkti u.c. un sekundāri ieviešamos elementus (tādus, kas prasa sistemātisku darbu, izpēti ilgtermiņā, augstas izmaksas): iekštelpas iekārtojums, sociālie tīkli, logotips, sauklis, darbinieku apģērba dizains, korporatīvās krāsas un fonti, iepakojuma dizains un ilgtspējības stratēģija.
Bakalaura darba apjoms ir 79.lpp.. Darbā ietverti 13 attēli, 12 tabulas, kā arī tika pievienoti 96 pielikumi. Darbā izmantots 143 informācijas resurss.
The aim of the bachelor's thesis "Corporate identity as an integrated marketing communication tool for promoting information and communication services in the market" is to improve corporate identity materials for “Forum Cinemas”, “Cinamon” and “Apollo Kino” based on theoretical research on corporate identity and practical research. The theme of the work is topical because companies must be individual and competitive. Businesses need to have good corporate identity so that when consumers see an element of a corporate identity, they know which company it belongs to. It is also important for businesses to think about the future and sustainability, to educate their consumers and to get positive feedback. The bachelor's thesis consists of three chapters. The first part of the work, using the monographic method, describes the theoretical aspects of corporate identity, its role in integrated marketing communication, as well as analyses the elements of corporate identity and their use. In the second part, using the analysis of secondary data, the situation in the market of information and communication services in Latvia is studied, the companies “Forum Cinemas”, “Cinamon” and “Apollo Kino” are described, as well as the use of corporate identity elements is analysed. Elements of the corporate identity of “Forum Cinemas”, “Cinamon” and “Apollo Kino” have been evaluated using the observation method. In the third part of the work, using the method of quantitative research, opinions have been obtained on the need to improve the corporate identity and opportunities for companies “Forum Cinemas”, “Cinamon” and “Apollo Kino”. The modelling method has been used to improve the corporate identity materials for “Forum Cinemas”, “Cinamon” and “Apollo Kino”. In the work, a company evaluation table was developed, with the help of which the elements of the company's corporate identity can be evaluated. The main suggestion of this thesis is: When developing or improving the company's corporate identity, set priorities or primary implementation elements (facilitating consumer visits or product / service purchase): website, loyalty program, product promotion - discount system, pricing policy , personal service level, mobile app, advertisement design, products offered, etc. and secondary elements to be implemented (those that require systematic work, long-term research, high costs): interior design, social networks, logo, slogan, employee clothing design, corporate colours and fonts, packaging design and sustainability strategy. The bachelor's thesis has 79 pages. The thesis contains 13 figures, 12 tables, as well as 96 appendices. 143 different informative resources are used in the work.
The aim of the bachelor's thesis "Corporate identity as an integrated marketing communication tool for promoting information and communication services in the market" is to improve corporate identity materials for “Forum Cinemas”, “Cinamon” and “Apollo Kino” based on theoretical research on corporate identity and practical research. The theme of the work is topical because companies must be individual and competitive. Businesses need to have good corporate identity so that when consumers see an element of a corporate identity, they know which company it belongs to. It is also important for businesses to think about the future and sustainability, to educate their consumers and to get positive feedback. The bachelor's thesis consists of three chapters. The first part of the work, using the monographic method, describes the theoretical aspects of corporate identity, its role in integrated marketing communication, as well as analyses the elements of corporate identity and their use. In the second part, using the analysis of secondary data, the situation in the market of information and communication services in Latvia is studied, the companies “Forum Cinemas”, “Cinamon” and “Apollo Kino” are described, as well as the use of corporate identity elements is analysed. Elements of the corporate identity of “Forum Cinemas”, “Cinamon” and “Apollo Kino” have been evaluated using the observation method. In the third part of the work, using the method of quantitative research, opinions have been obtained on the need to improve the corporate identity and opportunities for companies “Forum Cinemas”, “Cinamon” and “Apollo Kino”. The modelling method has been used to improve the corporate identity materials for “Forum Cinemas”, “Cinamon” and “Apollo Kino”. In the work, a company evaluation table was developed, with the help of which the elements of the company's corporate identity can be evaluated. The main suggestion of this thesis is: When developing or improving the company's corporate identity, set priorities or primary implementation elements (facilitating consumer visits or product / service purchase): website, loyalty program, product promotion - discount system, pricing policy , personal service level, mobile app, advertisement design, products offered, etc. and secondary elements to be implemented (those that require systematic work, long-term research, high costs): interior design, social networks, logo, slogan, employee clothing design, corporate colours and fonts, packaging design and sustainability strategy. The bachelor's thesis has 79 pages. The thesis contains 13 figures, 12 tables, as well as 96 appendices. 143 different informative resources are used in the work.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Darba atslēgas vārdi ir korporatīvā identitāte, integrētā mārketinga komunikācija., The key words of the work are corporate identity, integrated marketing communication.