Sociālo tīklu komunikācijas analīze degvielas uzpildes stacijas “Virši” mārketinga komunikācijā
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Sociālo tīklu analīze DUS Virši mārketinga komunikācijā” aktualitāte saistīta ar to, ka sociālie tīkli mūsdienās ir ļoti nozīmīgs kanāls caur kuru var viegli un efektīvi sasniegt savus patērētājus, sniedz iespēju veidot interaktīvas attiecības ar sekotājiem, uzturēt tūlītēju atgriezenisko saiti, nodot aktuālas ziņas, nodrošināt ātru klientu servisu un nekavējoties risināt problēmas.
Pētījuma mērķis: balstoties uz teorētiskajām atziņām un aptaujas datu analīzi par DUS Virši sociālo tīklu komunikāciju, izstrādāt ieteikumus uzņēmuma sociālo tīklu komunikācijas pilnveidošanai.
Metodoloģija: Darba autore 1. nodaļā analizē teorētiskos aspektus par sociālo tīklu komunikācijas būtību un nozīmi mārketinga komunikācijā izmantojot monogrāfisko metodi. Darba 2. daļā autore izmantos sekundāro datu analīzi un salīdzinošo analīzi, lai izvērtētu DUS Virši sociālo tīklu komunikāciju. 3. darba daļā autore izmantos kvantitatīvo metodi - veiks aptauju, lai novērtētu DUS Virši sociālo tīklu komunikāciju un izstrādātu ieteikumus tās pilnveidošanai.
Galvenie rezultāti: DUS Virši sociālo tīklu komunikācija Facebook platformā ir plānota un īstenota veiksmīgi. Savukārt, Instagram platformā komunikāciju nepieciešams uzlabot. DUS Virši sociālo tīklu kontiem ir vienots vizuālais saturs, pie ierakstiem tiek izvietots logo, kas veicina uztveri un atcerēšanos, savukārt, interaktīvie sociālo tīklu rīki un izvietotās maksas reklāmas nodrošina auditorijas sasniegšanu un jaunu sekotāju piesaisti.
No pētījuma rezultātiem izriet vairāki priekšlikumi, no kuriem galvenie ir sekojoši:
1. Sociālo tīklu komunikācijā izmantot autores izstrādāto sociālo tīklu komunikācijas procesa shēmu, kas uzņēmumiem ļauj sasniegt komunikatīvo efektu – uzrunāt un iesaistīt mērķauditoriju, veicināt uzticību, uztveri un atcerēšanos, rīcību, kā arī atgriezeniskās saites veidošanu.
2. Veikt regulāru sociālo tīklu komunikācijas novērtēšanu, balstoties uz autores apkopotajiem un identificētajiem kritērijiem: viegli pieejama informācija, uzņēmuma dialogs ar sekotājiem, vienots vizuālais saturs, interaktīvo rīku izmantošana un sekotāju iesaiste komunikācijā.
Darbs sastāv no 57 lapaspusēm, 5 tabulām, 14 attēliem, 44 literatūras avoti un 2 pielikumiem.
The topicality of the bachelor's thesis “Analysis of Social Media in the Marketing Communication of “Virši” Gas Stations” is related to the fact that social networks today are a very important channel through which you can easily and effectively reach your consumers, provide an interactive relationship with followers, maintain immediate feedback, convey current news, provide fast customer service and solve problems immediately. The aim of the research: based on the theoretical findings and the analysis of the survey data on the social network communication “Virši” Gas stations, to develop recommendations for the improvement of the company's social network communication. Methodology: In Chapter 1, the author analyzes the theoretical aspects of the essence and significance of social network communication in marketing communication using the monographic method. In the second part of the work, the author will use the analysis of secondary data and comparative analysis to evaluate the communication of “Virši” Gas stations social networks. In the 3rd part of the work, the author uses a quantitative method - will conduct a survey to evaluate the communication of “Virši” Gas stations social networks and develop recommendations for its improvement. Main results: “Virši” Gas stations social network communication on Facebook platform has been planned and implemented successfully. On the Instagram platform, communication needs to be improved. “Virši” Gas stations social network accounts have a unified visual content, logos are placed next to the entries, which promotes perception and remembrance, while interactive social networking tools and placed paid advertisements ensure reaching the audience and attracting new followers. The results of the study lead to a number of proposals, the main ones being the following: 1. In social network communication to use the social network communication process scheme developed by the author, which allows companies to achieve a communicative effect - to address and involve the target audience, to promote trust, perception and remembering, actions, as well as feedback. 2. Carry out regular evaluation of social network communication based on the criteria compiled and identified by the author: easily accessible information, company dialogue with followers, unified visual content, use of interactive tools and involvement of followers in communication. The work consists of 57 pages, 5 tables, 14 figures, 44 references and 2 appendices.
The topicality of the bachelor's thesis “Analysis of Social Media in the Marketing Communication of “Virši” Gas Stations” is related to the fact that social networks today are a very important channel through which you can easily and effectively reach your consumers, provide an interactive relationship with followers, maintain immediate feedback, convey current news, provide fast customer service and solve problems immediately. The aim of the research: based on the theoretical findings and the analysis of the survey data on the social network communication “Virši” Gas stations, to develop recommendations for the improvement of the company's social network communication. Methodology: In Chapter 1, the author analyzes the theoretical aspects of the essence and significance of social network communication in marketing communication using the monographic method. In the second part of the work, the author will use the analysis of secondary data and comparative analysis to evaluate the communication of “Virši” Gas stations social networks. In the 3rd part of the work, the author uses a quantitative method - will conduct a survey to evaluate the communication of “Virši” Gas stations social networks and develop recommendations for its improvement. Main results: “Virši” Gas stations social network communication on Facebook platform has been planned and implemented successfully. On the Instagram platform, communication needs to be improved. “Virši” Gas stations social network accounts have a unified visual content, logos are placed next to the entries, which promotes perception and remembrance, while interactive social networking tools and placed paid advertisements ensure reaching the audience and attracting new followers. The results of the study lead to a number of proposals, the main ones being the following: 1. In social network communication to use the social network communication process scheme developed by the author, which allows companies to achieve a communicative effect - to address and involve the target audience, to promote trust, perception and remembering, actions, as well as feedback. 2. Carry out regular evaluation of social network communication based on the criteria compiled and identified by the author: easily accessible information, company dialogue with followers, unified visual content, use of interactive tools and involvement of followers in communication. The work consists of 57 pages, 5 tables, 14 figures, 44 references and 2 appendices.
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
Sociālo tīklu komunikācija, Degvielas uzpildes stacijas Virši sociālo tīklu komunikācija, Social media communication