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U diplomskom radu analiziraju se promocija i distributivni lanci te njihov meĊusobni utjecaj. TakoĊer, u radu se prikazuju mobilne aplikacije kao alati promocije koje distributivni lanci sve ĉešće koriste. Cilj je rada bio prikazati dosadašnju implementaciju mobilnih aplikacija u promotivnim aktivnostima distributivnih lanaca. Naime, danas je teško zamisliti ţivot bez pametnih ureĊaja, posebno mobilnih. Osim što se koriste kao sredstvo komunikacije, za zabavu i izvršavanje odreĊenih zadataka, mobilni ureĊaji, odnosno mobilne aplikacije mogu privući kupce, pa se poduzeća sve više oslanjaju na korištenje tih promotivnih alata. Upotreba mobilnih aplikacija kao alata promocije od strane distributivnih lanaca raste i na podruĉju Republike Hrvatske pa se tako unutar rada usporeĊuju mobilne aplikacije distributivnih lanaca Lidl i Kaufland. Primarnom metodom istraţivanja, za potrebe diplomskog rada provedeno je anketno istraţivanje koje je za cilj imalo prikazati koja dobna skupina najviše koristi spomenute aplikacije te što korisnici smatraju najvećom prednošću mobilnih aplikacija distributivnih lanaca. The graduate thesis analyzes promotion and distribution chains and their mutual influence. Also, this paper presents mobile applications as promotion tools that are increasingly used by distribution chains. The aim of the paper was to present the implementation of mobile applications in the promotional activities of distribution chains. Today, it is hard to imagine life without smart devices, especially mobile devices. In addition to being a means of communication and being used for entertainment and performing certain tasks, mobile devices, or applications, can attract customers, so companies increasingly rely on the use of these promotional tools. The paper compares the use of mobile applications of the distribution chains Lidl and Kaufland use as promotion tools in Republic of Croatia. For the purposes of the thesis, a survey was conducted with the aim of showing which age group uses the mentioned applications the most and what users consider the greatest advantage of mobile applications of distribution chains. |
