Ukrainas ikdienas patēriņa preču uzņēmumu komunikācijas izmaiņas notiekošā kara laikā
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Date
2023
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Šajā pētījumā tiek apsvērtās tēmas, kas saistītas ar mārketinga komunikāciju starp uzņēmumiem un patērētājiem ļoti saspringtos apstākļos saistībā ar karu, kas sākās Ukrainā 2022. gada 24. februārī. Ņemot vērā, ka karš var mainīt priekšstatus un pilnībā izjaukt uzņēmējdarbību, kā arī izmainīt komunikāciju ar patērētājiem, ir vērts pievērsties dažādiem reklāmas aspektiem, mārketinga tēmām un dažādu rīku izmantošanai. Pētījumā skartas arī tādas teorētiskas tēmas kā mārketinga komunikācija kara apstākļos starp uzņēmumiem un patērētājiem, kas iepriekš nebija plaši pētītas. Tēmas novitātes dēļ trūkst pētījumu par mārketinga komunikācijas veikšanu kara apstākļos. Neatkarīgi no apstākļiem uzņēmumi turpina darboties, un patērētājiem joprojām ir nepieciešami produkti; vienīgie mainīgie aspekti ir tādi faktori kā pieprasījums pēc nebūtiskām precēm. Šī pētījuma mērķis ir saprast, kā aspekti ir mainījušies un cik lielā mērā ir ietekmēti komunikācijas mērķi un tēmas. Pētījuma praktiskajā daļā tiks apskatīta Ukrainas uzņēmumu specifiskā mārketinga komunikācija ar savu auditoriju gan pirms kara, gan kara laikā, kā arī tādas tēmas kā digitālo kanālu izmantošana un uzņēmuma reputācija auditorijas acīs.
This study considers topics related to marketing communication between businesses and consumers in the highly stressful environment of the war that broke out in Ukraine on February 24, 2022. Considering that war can change perceptions and completely disrupt business, as well as change communication with consumers, it is worth looking at different aspects of advertising, marketing topics and the use of different tools. The study also touches on such theoretical topics as marketing communication in wartime between companies and consumers, which have not been widely studied before. Due to the novelty of the topic, there is a lack of research on the conduct of marketing communication in wartime. Regardless of the circumstances, businesses continue to operate and consumers still need products; the only variable aspects are factors such as demand for non-essential goods. The purpose of this study is to understand how aspects have changed and to what extent communication goals and themes have been affected. The practical part of the study will examine the specific marketing communication of Ukrainian companies with their audience both before and during the war, as well as topics such as the use of digital channels and the company's reputation in the eyes of the audience. The aim of the bachelor thesis: Based on the theoretical knowledge about marketing communication, to analyze the changes in the communication of Ukrainian daily consumer goods companies during the ongoing war, in order to develop a plan for improving the marketing communication of Ukrainian companies in war conditions.
This study considers topics related to marketing communication between businesses and consumers in the highly stressful environment of the war that broke out in Ukraine on February 24, 2022. Considering that war can change perceptions and completely disrupt business, as well as change communication with consumers, it is worth looking at different aspects of advertising, marketing topics and the use of different tools. The study also touches on such theoretical topics as marketing communication in wartime between companies and consumers, which have not been widely studied before. Due to the novelty of the topic, there is a lack of research on the conduct of marketing communication in wartime. Regardless of the circumstances, businesses continue to operate and consumers still need products; the only variable aspects are factors such as demand for non-essential goods. The purpose of this study is to understand how aspects have changed and to what extent communication goals and themes have been affected. The practical part of the study will examine the specific marketing communication of Ukrainian companies with their audience both before and during the war, as well as topics such as the use of digital channels and the company's reputation in the eyes of the audience. The aim of the bachelor thesis: Based on the theoretical knowledge about marketing communication, to analyze the changes in the communication of Ukrainian daily consumer goods companies during the ongoing war, in order to develop a plan for improving the marketing communication of Ukrainian companies in war conditions.
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
marketinga komunikācija, Ukrainas uzņēmumi, karadarbība Ukrainā, marketing communication, Ukrainian companies, was in Ukraine