Sociālo tīklu izmantošanas iespēju analīze produktu virzīšana tirgū
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba tēma “Sociālo tīklu izmantošanas iespēju analīze produktu virzīšana tirgū” atklāj kā pētījuma gaitā, pamatojoties uz teorētiskajām atziņām par sociālo tīklu jēdzienu un izmantošanu mārketinga komunikācijā, kā arī pircēju aptauju, tika izanalizētas sociālo tīklu iespējas “Kārums” un “Baltais” piemērā un izstrādāti ieteikumi zīmolu “Kārums” un “Baltais” sociālo tīklu komunikācijas pilnveidošanai.
Pētījuma aktualitāte ir saistīta ar sociālo mēdiju un, īpaši, sociālo tīklu izmantošanu uzņēmumu komunikācijā ar esošiem un potenciālajiem klientiem. Jo sociālie mediji ir kļuvuši par neatņemamu mūsdienu dzīves sastāvdaļu. Pētījums būs noderīgs gan izvēlēto uzņēmumu mārketinga pārstāvjiem, gan citu pārtikas produktu ražošanas uzņēmumiem, lai, uz izdarīto secinājumu un izveidoto ieteikumu bāzes, reorganizēt sociālo tīklu saturu, ka arī pārskatīt savu attieksmi pret sociāliem medijiem kā mārketinga komunikācijas elementu.
Lai sasniegtu izvirzīto mērķi, tika izveidoti pieci darba uzdevumi, kas, izmantojot dažādas pētījuma metodes, tiek veikti secīgi pa darba nodaļām. Pirmajā darba nodaļā sociālo tīklu jēdzienu un mārketinga komunikācijas būtību, sociālo tīklu izmantošanas mārketinga komunikācijā, identificējot sociālo tīklu un mārketinga komunikācijas procesu mijiedarbību produktu virzīšanā un tā satura ietekmi uz pircēju izpētei, apkopošanai un analīzei ir izmantota monogrāfiskā metode. Otrajā nodaļā analīzes veikšanai par zīmolu “Kārums” un “Baltais” sociālo tīklu saturu un komunikāciju un to salīdzinājumam izmantota sekundāro datu analīze, kontentanalīze, grafiskā metode. Trešajā nodaļā ir saņemtas lietotāju atgriezeniskā saite un novērtējums par zīmolu sociālo tīklu saturu, izmantojot tādas empīriskās pētījuma metodes kā pircēju aptauja un arī grafiskā metode kvantitatīvo datu uzskatāmai attēlošanai.
Pēc pētījuma veikšanas izriet vairāki priekšlikumi sociālo tīklu satura izstrādei un komunikācijai pārtikas produktu virzīšanai tirgū, no kuriem galvenie ir:
1. Ieteikums “Kārums” vairāk mijiedarboties ar auditoriju caur interaktīvām aktivitātēm, ka arī reklamēt profilu un dalīties ar ierakstiem “Tiktok” sociālajā tiklā, bet “Baltais” zīmolam būtu vērts akcentēt uzmanību uz receptēm un produkcijas iegādāšanas iespēju reklamēšanas “Wolt” un “Bolt” platformās, kā arī uzsākt profila un saturu veidošanu “Tiktok” sociālajā tīklā.
2. Ieteikums zīmoliem pakāpeniski pārorientēt fokusu uz piedāvātajām tēmām savos ierakstos. Proti, patērētājus interesē tādas tēmas, kā dažādas vides problēmas, ilgtspējas jautājumi. Tas veicinātu arī patērētāju uzticamības līmeni zīmolam.
Bakalaura darbs sastāv no 73 lappusēm, 14 attēliem, 64 informācijas avotiem un 37 pielikumiem.
The topic of the bachelor thesis “Analysis of the possibilities of using social networks in product marketing” reveals how the research, based on theoretical knowledge about the concept and use of social networks in marketing communication, as well as a customer survey, were analyzed the social networking opportunities of the “Kārums” and “Baltais" brands and developed recommendations for improving the social network communication of the “Kārums” and “Baltais” brands. The topicality of the study is related to the use of social media and, in particular, social networks in the communication of companies with existing and potential customers. The study will be useful for marketing representatives of the selected companies as well as for other food companies in order to reorganize the content of social networks on the basis of made conclusions and recommendations, and to review their attitude towards social media as an element of marketing communication. In order to achieve the objective, five work tasks were developed, which are described sequentially in the chapters of the thesis, using different research methods. In the first chapter of the thesis, the monographic method is used to study, summarize and analyze the concept of social networks and the nature of marketing communication, the use of social networks in marketing communication, identifying the interaction between social networks and marketing communication processes in product promotion and the impact of its content on buyers. In the second chapter, secondary data analysis, contingency analysis, graphical method are used to analyze the content and communication of social networks of the brands “Kārums” and “Baltais” and to compare them. The third chapter receives user feedback and evaluation on the social network content of the brands using empirical research methods such as customer survey and also graphical method for illustrative representation of quantitative data. After the study, several suggestions for the development and communication of social media content for the promotion of food products were made, the main ones being: 1. Suggesting that "Kārums" interact more with its audience through interactive activities, promote its profile and share its posts on Tiktok, while the "Baltais" brand should focus on recipes and the possibility of purchasing products on the Wolt and Bolt platforms and start creating a profile and content on Tiktok. 2. Recommendation for brands to gradually shift the focus of their posts to the topics on offer. In particular, consumers are interested in topics such as various environmental issues, sustainability issues. This would also contribute to the level of consumer trust in the brand. The thesis consists of 73 pages, 14 figures, 64 sources of information and 37 appendices.
The topic of the bachelor thesis “Analysis of the possibilities of using social networks in product marketing” reveals how the research, based on theoretical knowledge about the concept and use of social networks in marketing communication, as well as a customer survey, were analyzed the social networking opportunities of the “Kārums” and “Baltais" brands and developed recommendations for improving the social network communication of the “Kārums” and “Baltais” brands. The topicality of the study is related to the use of social media and, in particular, social networks in the communication of companies with existing and potential customers. The study will be useful for marketing representatives of the selected companies as well as for other food companies in order to reorganize the content of social networks on the basis of made conclusions and recommendations, and to review their attitude towards social media as an element of marketing communication. In order to achieve the objective, five work tasks were developed, which are described sequentially in the chapters of the thesis, using different research methods. In the first chapter of the thesis, the monographic method is used to study, summarize and analyze the concept of social networks and the nature of marketing communication, the use of social networks in marketing communication, identifying the interaction between social networks and marketing communication processes in product promotion and the impact of its content on buyers. In the second chapter, secondary data analysis, contingency analysis, graphical method are used to analyze the content and communication of social networks of the brands “Kārums” and “Baltais” and to compare them. The third chapter receives user feedback and evaluation on the social network content of the brands using empirical research methods such as customer survey and also graphical method for illustrative representation of quantitative data. After the study, several suggestions for the development and communication of social media content for the promotion of food products were made, the main ones being: 1. Suggesting that "Kārums" interact more with its audience through interactive activities, promote its profile and share its posts on Tiktok, while the "Baltais" brand should focus on recipes and the possibility of purchasing products on the Wolt and Bolt platforms and start creating a profile and content on Tiktok. 2. Recommendation for brands to gradually shift the focus of their posts to the topics on offer. In particular, consumers are interested in topics such as various environmental issues, sustainability issues. This would also contribute to the level of consumer trust in the brand. The thesis consists of 73 pages, 14 figures, 64 sources of information and 37 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 mārketings; Sociālo tīklu analīze; Produktu virzīšana tirgū;, Social media; Social network marketing; Social network analysis; Food marketing