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Uslužni aspekti e-trgovine
Katedra za marketing
Ekonomski fakultet u Osijeku
Sveučilište Josipa Jurja Strossmayera u Osijeku
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Izv.prof.dr.sc. Antun Biloš
Doc.dr.sc. Ivan Kelić
9 Ways You're Living in the Future
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https://youtu.be/RKa1SaUuT-Y
Mar 21, 2016, L=24:43
Prof.dr.sc. Ivica Puljak: Što nas, kiborge, čeka u sljedećih 100
godina?
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https://www.youtube.com/watch?v=tY9qTiNyaNM
Mar 13, 2018, L=38:14
https://youtu.be/RKa1SaUuT-Yhttps://youtu.be/RKa1SaUuT-Yhttps://youtu.be/RKa1SaUuT-Yhttps://youtu.be/RKa1SaUuT-Yhttps://youtu.be/RKa1SaUuT-Yhttps://www.youtube.com/watch?v=tY9qTiNyaNMhttps://www.youtube.com/watch?v=tY9qTiNyaNM
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U POGLAVLJU SE RAZMATRA
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+ Glavne teme cjeline
• Okruženje online trgovačkog sektora
• Izazovi različitih oblika online trgovanja
• Specifičnosti online uslužnog sektora
• Online putnički sektor
• Rezervacijski sustavi
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Oblikovanje korisničkog iskustva: 3 primjera
https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/
ZA PROČITATI
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https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/https://www.nngroup.com/articles/3-user-experiences-reshaping-industries/
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AKTUALNO STANJE E-TRGOVINE
• M-trgovina eksponencijalno raste
• Društvene mreže eksperimentiraju s trgovačkim modelima
• E-trgovina i dalje najznačajnije rastući trgovački kanal
• Online kupovina je dio svakodnevice*
• Povećanje asortimana (uključuje i luksuzne proizvode)
• Utjecaj online informiranja na offline kupovinu
– research online, purchase offline
• Rast specijaliziranih e-trgovaca
• Big data i predictive marketing
Da ponovimo…
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Najznačajniji izazov je integriranje operativne razine online i
offline trgovine
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Freelancer (www.freelancer.com)
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http://www.freelancer.com/
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AMAZON.COM (1)
• Vizija – Najveća ponuda, najveća orijentacija na kupca
• Poslovni model – Trgovac, trgovci treće strane – Amazon Web
Services - AWS (trgovačke i razvojne usluge)
• Financijska analiza – Značajni rast prihoda,
profitabilnost*
• Strateška analiza / poslovna strategija – Maksimizacija
prodaje, snižavanje cijena i troškova, akvizicije, m-
shopping, Amazon Fire – Reinvestiranje
• Strateška analiza / konkurencija – Online i offline trgovci,
web-usluge
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• Strateška analiza / tehnologija – Najveća zbirka online
sofisticiranih trgovačkih tehnologija
• Budući razvoj: – Reinvestiranje
– Povećanje asortimana i dostupnosti
– Nove tehnološke inicijative
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AMAZON.COM (2)
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Amazon kupuje Souq.com
https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014
ZA PROČITATI
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BIG DATA I PREDICTIVE MARKETING
• Kako digitalni podaci omogućuju prediktivni marketing?
• Koje su prednosti i nedostaci?
• Jeste li do sada osobno iskusili tehnike prediktivnog
marketinga? – Jesu li sugestije bile precizne i korisne?
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USLUŽNE INDUSTRIJE
• Glavne grupe uslužne industrije – Financije
– Osiguranje
– Nekretnine
– Putovanja
– Profesionalne usluge (pravne, računovodstvene)
– Poslovne (savjetovanje, marketing, dizajn)
– Zdravstvo
– Edukacija
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https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014https://retail.emarketer.com/article/amazon-acquire-souqcom/58da7d03ebd400061c80f3c2?ecid=NL1014
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ONLINE PUTNIČKI SEKTOR
• Jedan od najuspješnijih B2C sektora e-trgovine – Više
rezervacija online nego offline
– Značajni rast
• Za kupce – Praktičnije nego tradicionalne agencije
• Za trgovce – Fokusirano tržište koje se efikasno može
opsluživati digitalnim
putem
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PREDNOSTI ONLINE PUTNIČKOG SEKTORA
• Informacijski intenzivan proizvod/usluga
• Paketne složene rezervacije
• Ne zahtjeva fizičku prisutnost ili skladištenje
• Brzina komunikacije
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PRIHODI ONLINE PUTNIČKE INDUSTRIJE
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ASTROTURFING
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• Stvaranje impresije javne potpore i pozitivnog stava
(odobravanja) putem plaćanja pojedinaca u njihovom očitovanju
• Različiti oblici
– Pisma uredniku, javni istupi
– Objave na forumu, društvenoj mreži
– Recenzije na različitim internetskim lokacijama
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LAŽNE RECENZIJE
• Kakvim recenzijama Vi vjerujete?
• Kako prepoznati lažne recenzije?
• Trebaju li postojati posljedice za pojedince ili organizacije
za lažne recenzije proizvoda ili usluga? – Ako DA, kakve?
Astroturfing
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ONLINE PUTNIČKO TRŽIŠTE
• Četiri glavna sektora – Zrakoplovne karte
– Smještaj (hoteli)
– Najam vozila (automobili)
– Paket-aranžmani
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DINAMIKA ONLINE PUTNIČKOG TRŽIŠTA
• Intenzivni konkurentski odnosi – Jaka cjenovna
konkurentnost
• Konsolidacija industrije
• Utjecaj internetskog informiranja
• Mobilne aplikacije
• Utjecaj online recenzija na kupovne odluke
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EKONOMIJA DIJELJENJA
• Platforme za dijeljenje/najam imovine i resursa – Sobe,
nekretnine, postelje, vozila, bicikli
– Naknade od kupaca i prodavača
• Online sustavi reputacije, korisničke recenzije
• Uspješni subjekti su počesto tržišni disruptori (remetitelji
tržišta) – Uber
– Airbnb
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http://www.opentable.com/start/home
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Fiverr (www.fiverr.com) E-TRGOVINA 34
CASE: Aviokarte.hr
Fly away
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CASE: Aviokarte.hr
• Online sustav za online kupovinu aviokarata, stvaran u
Hrvatskoj
• Poslovanje su proširili u regiji – u Sloveniji:
Letalske.si
– U Srbiji: Aviokarte.org
• Pretraživanje najpovoljnije opcije prema trenutnoj
raspoloživosti više avio kompanija
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http://www.fiverr.com/
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GERILSKI PRISTUP ILI UNIŠTAVANJE IMOVINE?
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Q&A
KORIŠTENA LITERATURA
• Ružić, D., Biloš, A., Turkalj, D. (2014) E-marketing - III.
izmijenjeno i prošireno izdanje, Osijek: Ekonomski fakultet u
Osijeku
• Laudon, K., Traver, C. (2015). E-commerce 2015. Pearson Higher
Ed.
• Chaffey, D. (2011). E-Business and E-Commerce Management
Strategy, Implementation and Practice. 5 izdanje. Essex: Prentice
Hall.
• Chaffey, D., Smith, P.R. (2008) eMarketing eXellence. 3.
izdanje, Burlington: Butterworth-Heinemann
• Chaffey, D., Ellis-Chadwick, F., Johnston, K., Mayer, R.
(2009) Internet Marketing: Stategy, Implementation and Practice. 4.
Izdanje. New Jersey: Prentice Hall
• Chaffey, D., Smith, P.R. (2013) eMarketing eXcellence. 4.
Izdanje. Abingdon: Routledge
•
http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453
•
http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050
•
http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/
•
http://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.html
•
http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/
•
http://money.cnn.com/2016/01/28/technology/amazon-earnings/
•
http://www.netokracija.com/dronovi-regulativa-dronefest-116023
+ Izvori
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http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.netokracija.com/aviokarte-hr-facebook-online-poslovanje-28453http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://www.vecernji.hr/zg-vijesti/aviokartehr-bespravno-i-beplatno-reklamiraju-se-po-cijelom-gradu-952050http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://fortune.com/2015/05/04/by-the-numbers-apple-google-facebook-amazon/http://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.foxbusiness.com/markets/2015/10/30/big-companies-without-profits-amazon-twitter-uber-and-other-big-names-that-dont.htmlhttp://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://www.wired.com/2015/10/get-used-to-amazon-being-a-profitable-company/http://money.cnn.com/2016/01/28/technology/amazon-earnings/http://money.cnn.com/2016/01/28/technology/amazon-earnings/http://money.cnn.com/2016/01/28/technology/amazon-earnings/http://money.cnn.com/2016/01/28/technology/amazon-earnings/http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023http://www.netokracija.com/dronovi-regulativa-dronefest-116023
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Hvala na pažnji!
E-TRGOVINA
Izv.prof.dr.sc. Antun Biloš
Katedra za marketing
Ekonomski fakultet u Osijeku Sveučilište J.J. Strossmayera u
Osijeku
www.efos.unios.hr/abilos
[email protected]
