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Socialin!s technologijos/Social TechnologiesMykolo Romerio universitetas, 2013Mykolas Romeris University, 2013
ISSN 2029-7564 (online)https://www.mruni.eu/lt/mokslo_darbai/st/apie_leidini/https://www.mruni.eu/en/mokslo_darbai/st/apie_leidini/index.php
ISSN 2029-7564 (online)
2013, 3(1), p. 130–148
PREKI" #ENKLO K$RIMAS IR STIPRINIMAS ELEKTRONIN%S RINKODAROS PRIEMON%MIS
Santrauka
Tikslas – i!analizavus preki" #enklo ypatumus elektronin$je erdv$je, pateikti projektin% preki" #enklo k&rimo ir stiprinimo elektronin$mis rinkodaros priemon$mis model%.
Metodologija – sistemin$s, lyginamosios koncepcin$s analiz$s bei dinaminio modelia-vimo metodai leido nustatyti preki" #enklo vaidmen% elektronin$s rinkodaros kontekste bei sukurti konceptual" preki" #enklo k&rimo ir stiprinimo elektronin$s rinkodaros priemon$mis proceso model%.
Rezultatai – atskleisti preki" #enklo koncepcin$s id$jos !altiniai, preki" #enklo kom-ponentai, preki" #enklui elektronin$je erdv$je %takos turintys veiksniai bei nustatytos elek-tronin$s rinkodaros priemon$s, galin'ios sukurti teigiam( preki" #enklo patirt%, skatinan'i( konversij( % pardavimus elektronin$je erdv$je.
Praktin! reik"m! – %moni" vadovai ir rinkodaros specialistai gali pasinaudoti si&lomu preki" #enklo k&rimo ir stiprinimo elektronin$s rinkodaros priemon$mis proceso modeliu bei parinkti efektyviausias elektronin$s rinkodaros priemones, %gyvendinan'ias j" preki" #enklo esm) ir kurian'ias preki" #enklo patirt%.
Originalumas – darbe pateikiama i!sami preki" #enklo k&rimo ir stiprinimo koncep-cin$ analiz$, leidusi nustatyti elektronin$s rinkodaros priemoni" viet( ir panaudojimo tikslus preki" #enklo k&rimo ir stiprinimo procese.
Socialin$s technologijos. 2013, 3(1): 130–148. 131
Rakta#od#iai: preki" #enklas, preki" #enklo komponentai, elektronin$s rinkodaros priemon$s, preki" #enklo patirtis.
Tyrimo tipas: mokslini" darb" ap#valga, preki" #enklo k&rimo ir stiprinimo proceso elektronin$je erdv$je projektinio modelio pristatymas.
1. &vadas
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Tyrimo problema. --
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Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis132
Tyrimo objektas -
Tyrimo tikslas --
2. Strateginis preki' (enklo k)rimo ir stiprinimo procesas, preki' (enklo id!jos *altiniai, preki' (enklo komponentai
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service–do-minant (S–D) logic -
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Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis134
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Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis136
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2. Preki' (enklui +takos turintys veiksniai elektronin!je erdv!je
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Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis138
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brand experience-
custo-mer online service
3. Preki' (enklo k)rimas elektronin!mis rinkodaros priemon!mis
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Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis140
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optimizavimas paieškos sistemoms --
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usability-
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response time -
Socialin$s technologijos. 2013, 3(1): 130–148. 141
b. Puslapio dizainas --
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a. Personalizavimas ---
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client relationship management)
interaktyvumo ---
Elektroninio pašto-
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chat rotomsratings
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media
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privatumo išsaugojimo -
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5. Pasirinkimo laiko sutrumpinimas .
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banner-
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Intsmulkiajam verslui
Advertising Research.
Marketing Theory
e Marketing Theory. 2006,
Research. 2009, EBrands: Building an
Internet Business at Breakneck Speed.
Internet Marketing.
Socialin$s technologijos. 2013, 3(1): 130–148. 145
Internet Marketing:
edition
Marketing Theory
Brand Management
Elektroninis verslas.
Brand asset management
Brand management
Jo
Marketing Management.
1998, 32
Journal
European
1118.
Quarterly
Harward business review
Lithuania, Search engines
Brand Management
Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis146
. 1999,
Journal d Management
The new strategic brand management: advanced insights and
paieškoje
V. 2003. Rinkodaros principaiOrganizacijos
kolegijose
Distribution Management .
Managing and measuring online brand value
Creating
Practice. 834–843.
Review
Internet Research
Marketing
Harvard Business Review
edition.
Socialin$s technologijos. 2013, 3(1): 130–148. 147
BRAND BUILDING AND ENHANCEMENT WITH ELECTRONIC MARKETING TOOLS
Summary. *e changing buying habits of customers and the tendency of the growing number of purchasers on the internet force companies to move their business or part of their processes to the electronic environment, and this causes the need to evolve a marketing strategy and its implementation measures. Electronic marketing has recently forced specialists in this +eld to look for new ways to satisfy the needs and expectations of customers, which often are associated with intangible attributes, such as brand. However, the lack of e-business managers, focusing on brand meaning to the company, is obvious. Quite often it is limited only to advertisement. But this is only one of the possible electronic marketing tools used in brand building and its enhancement process. Still there is a lack of detailed analysis of electronic marketing tools used in brand building and enhancement in the electronic environment.
So, the goal of this paper was to present brand building and enhancement with the electronic marketing tools process model. It was done via analysis of brand peculiarities in the electronic environment and the strategic brand building and enhancement process. *e suggested model helps to understand the electronic marketing tools position, objectives and functions in brand building and enhancement context.
Detailed analysis of brand in the electronic environment showed that its essence and signi+cance remains the same as in the traditional environment, but di,ers in implementation. Brand idea is developed not only considering consumer perceptions and values, but also organization strategy, culture and values, which matches its employers’ perceptions and values towards brand. Brand essence is implemented via such brand components as 1) brand name, sign of ownership, legal protection; 2) functional capabilities; 3) emotional value; 4) risk reducing; 5) shorthand notation; 6) service components. Brand in the electronic environment is in-uenced by such factors as 1) interactivity; 2) personalization (customization); 3) relevance of information about the brand; 4) website design and 5) functionality; 6) online service; 7) online brand communities; 8) customer revisits and 9) relationship with brand users.
išaugo dvigubai Marketing
Tadas Limba, Virginija Jurkut$. Preki" #enklo k&rimas ir stiprinimas elektronin$s rinkodaros priemon$mis148
According to the +ndings above, the theoretical model was made to implement cyclic brand building and enhancement of the electronic marketing tools process. *e process consists of six stages— 1) brand idea sources analysis and brand idea identi+cation, 2) brand components selection, 3) factors in-uencing brand in electronic environment evaluation, 4) electronic marketing tools selection, 5) brand experience creation, 6) brand review, development and enhancement. *is process is endless; at the end of one cycle it has to be revised and adopted to the situation that the brand is in at that moment. *is constant brand adoption will create positive brand experience for customers and enhance the value of brand. But it will happen only if the companies do so strategically with a comprehensive approach.
Keywords: brand, brand components, electronic marketing tools, brand experience.