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V diplomski nalogi sem poizkušal prikazati, kako lahko organizacija za potrebe preverjanja in selekcioniranja idej v procesu razvoja novega izdelka uporabi orodje spletnega anketiranja na socialnem omrežju – v našem primeru smo kot platformo uporabili Facebook. Gre za hitro, finančno nezahtevno in ob reprezentativnem vzorcu tudi realno študijo odjemalcev, ki je nepogrešljiv sestavni del organizacijskih aktivnosti. Teorija razvoja novega izdelka sicer ponuja preverjene koncepte, ki so se v preteklosti že izkazali kot uporabni, vendar je kreativen pristop k novim prijemom testiranja koncepta razvijajočega se izdelka, še kako dobrodošel. V sodobni družbi se mora organizacija hitro prilagajati okolju v katerem diha, zato je razumevanje socialnih omrežij, kot nove priložnosti komunikacije s svojimi odjemalci, bistveno. Terme Čatež so na tem področju napredno usmerjena organizacija, saj so na tem področju zelo aktivni. V razvoju svojih izdelkov se do zdaj še niso lotili spletnega anketiranja preko socialnih omrežij, zato lahko rečem, da diplomska naloga v tem pogledu odpira nove možnosti. Služi lahko kot pilotski primer uporabe spletnega anketiranja na socialnih omrežjih za identificiranje potreb in želja odjemalcev. In this thesis I tried to demonstrate how an organization can benefit from producing online surveys over social networks – in our case Facebook. It was a fast, free and - coupled with a representative sample quite - an accurate consumer study. Theory of new product development is offering well confirmed concepts, that were built on a pattern of experience and good practices in the past. However, one has to keep his mind open to new approaches in product development process. In modern society an organization has to keep up with a fast pace in order to adapt to rapidly changing environment in which it operates. That is why it is crucial to understand and accept social networks as a new opportunity for communication with consumers and other parties. Company Terme Čatež is very proactive on social networks. However they have not used social networks for consumer testing. This thesis could serve as an example of using social networks to identify needs and wants of their consumers. |
