Improving marketing research technology
| Jazyk: | ruština |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
маÑкеÑинговÑе иÑÑледованиÑ
ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ пÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований technology of marketing research evaluation of the efficiency of improvement implementation of improvement of marketing events оÑенка ÑÑÑекÑивноÑÑи ÑовеÑÑенÑÑвований внедÑение ÑовеÑÑенÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¼ÐµÑопÑиÑÑий marketing research |
| DOI: | 10.18720/spbpu/3/2019/vr/vr19-4353 |
| Popis: | ÐбÑÐµÐºÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â ÑоÑÐ³Ð¾Ð²Ð°Ñ Ð¾ÑганизаÑÐ¸Ñ Zara. ЦелÑÑ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑабоÑÑ ÑвлÑеÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· маÑкеÑинговой деÑÑелÑноÑÑи компании Zara и пÑедложение пÑÑей ее ÑовеÑÑенÑÑвованиÑ. РкаÑеÑÑве оÑновнÑÑ Ð¼ÐµÑодов иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð¾Ð¶Ð½Ð¾ вÑделиÑÑ Ð°Ð½Ð°Ð»Ð¸ÑиÑеÑкий меÑод, коÑоÑÑй пÑименÑлÑÑ Ð² ÑÐ°Ð¼ÐºÐ°Ñ Ð²ÑÐµÑ ÑÑÐµÑ Ñазделов ÑабоÑÑ. ÐÑоме Ñого, важнÑÑ ÑÐ¾Ð»Ñ ÑÑгÑали Ñакие меÑодÑ, как ÑоÑмализаÑиÑ, маÑемаÑиÑеÑкие меÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ опиÑание. ÐаконеÑ, в каÑеÑÑве меÑода иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð¾Ð¶Ð½Ð¾ вÑделиÑÑ ÑазÑабоÑÐºÑ ÑÑÑаÑегии пÑедпÑиÑÑиÑ. Ð ÑÐ°Ð¼ÐºÐ°Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñл пÑоведен анализ Ñ Ð¾Ð·ÑйÑÑвенной деÑÑелÑноÑÑи компании, анализ главнÑÑ ÐºÐ¾Ð½ÐºÑÑенÑов, Ñ ÐºÐ¾ÑоÑÑм ÑоÑевнÑеÑÑÑ Zara. ÐÑл пÑоведен анализ деÑÑелÑноÑÑи компании Zara, ÑаÑÑмоÑÑÐµÐ½Ñ Ð¼Ð°ÑкеÑинговÑе иÑÑледованиÑ, коÑоÑÑе пÑименÑÐµÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð½Ð° даннÑй моменÑ. ÐаÑем, на оÑнове имеÑÑÐ¸Ñ ÑÑ Ð´Ð°Ð½Ð½ÑÑ , бÑло ÑазÑабоÑано ÑовеÑÑенÑÑвование маÑкеÑинговÑÑ Ð¼ÐµÑопÑиÑÑий. Ðанное иÑÑледование Ð¸Ð¼ÐµÐµÑ Ð¿ÑакÑиÑеÑкÑÑ Ð·Ð½Ð°ÑимоÑÑÑ Ð´Ð»Ñ ÑÑенÑÑ Ð¸ иÑÑледоваÑелей в облаÑÑи нейÑомаÑкеÑинга. ÐÑоме Ñого, ÑезÑлÑÑаÑÑ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑдÑÑ Ð¿Ð¾Ð»ÐµÐ·Ð½Ñ Ð¼ÐµÐ½ÐµÐ´Ð¶ÐµÑам и маÑкеÑологам ÑоÑговой оÑганизаÑии Zara. The object of the research is the trade organization Zara. The purpose of this work is to analyze the marketing activities of the company Zara and offer ways to improve it. As the main research methods can be identified analytical method, which was used in all three sections of the work. In addition, such methods as formalization, mathematical research methods and description played an important role. Finally, as a research method, we can single out the development of an enterprise strategy. As part of the study, an analysis of the company's business activities was conducted, an analysis of the main competitors that Zara is competing with. An analysis of Zaraâs activities was carried out, and marketing research that the company is currently applying was reviewed. Then, based on available data, improved marketing activities were developed. This study has practical significance for scientists and researchers in the field of neuromarketing. In addition, the results of this study will be useful to managers and marketers of the trade organization Zara. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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