| Abstract [eng] |
Fast development of information technologies directly affects many types of business, and opens new perspectives for communication, development of goods and for the needs of consumers. The emergence of global trade marks and the use of mass media have been already considered to be the past. The past few decades can be distinguished for the intensive use of the Internet and other electronic solutions used for various marketing solutions. Such solutions help to enter into new markets and to gain a competitive advantage. This shows the timeliness and relevance to the chosen topic. D. Chaffey (2006), D. Aaker (2004), C. Fill (2009), J. O'Connor (2004), P. De Pelsmacker (2007), R. Gay (2007), A. Charlesworth (2009), R. Radzevičiūtė (2005), Л. Дотсон (2003), T. Duncan (2008), etc. pointed out the appliance of theoretical and empirical researches of electronic communication. The object of the thesis. Electronic communication. The aim of the thesis. The aim of the thesis is to analyse and summarise the appliance of electronic communication introducing a new product into the market at the theoretical level. In addition to this, the thesis also shows how to frame the theoretical model of the appliance of electronic communication introducing a new product into the market and to specify it empirically by the example of the private limited-liability company “Ilitvision”. The goals of the thesis are the following: 1. To present and generalize the conception and aims of electronic communication. 2. To review the elements of marketing communication complex in the electronic context. 3. To analyze new aspects introducing a new product into the market. 4. To design a model of the application of electronic communication introducing a new product into the market. 5. To examine a model of the application of electronic communication introducing a new product into the market following the example of the private limited-liability company “Ilitvision”. The methodology of the thesis. The methods used in the Master Thesis are the following: 1. The systematisation, analysis and comparison of scientific literature and sources which are relevant to the topic. 2. The analysis of the situation in the private limited-liability company Ilitvision. 3. Quantitative analysis. 4. Qualitative analysis. In the first part of the thesis, the conception and aims of electronic communication are analysed. In addition to this, the marketing communication complex in the context of electronics, the aspects introducing a new product into the market and the role of communication introducing a new product into the market are also pointed out. In the second part of the thesis, the theoretical model of the application of electronic communication introducing a new product into the market is framed and defined. In this part of the thesis, the empirical aim of the research, goals and assumptions are formulated. Moreover, the analysis of the private limited-liability company “Ilitvision” is prepared. In the third part of the thesis, the survey of consumers and the results of the depth interview are analysed and the suggestions for the development of electronic communication are presented. The theoretical significance of the thesis. 1. The elements of marketing communication complex in the electronic context are revealed. 2. The role of electronic communication introducing a new product into the market is identified and theoretically motivated. 3. The application of the model of electronic communication introducing a new product into the market is designed. The practical significance of the thesis. The theoretical model of electronic communication introducing a new product into the market is examined in the functioning private limited-liability company “Ilitvision”, which produces digital products, sells them in the e-commerce shop on the Internet and use electronic marketing communication on the Internet. |
