{"id":10694,"date":"2023-03-06T02:47:52","date_gmt":"2023-03-06T01:47:52","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10694"},"modified":"2024-05-13T14:57:40","modified_gmt":"2024-05-13T12:57:40","slug":"marketingove-kanaly-a-e-commerce","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/marketingove-kanaly-a-e-commerce\/","title":{"rendered":"Marketingov\u00e9 kan\u00e1ly a e-commerce"},"content":{"rendered":"<p><strong>Marketingov\u00fd distribu\u010dn\u00fd kan\u00e1l<\/strong> s\u00fa \u013eudia a organiz\u00e1cie zainteresovan\u00e9 v procese spr\u00edstup\u0148ovania produktu (na distrib\u00faciu) na pou\u017eitie alebo spotrebu pre kone\u010dn\u00e9ho z\u00e1kazn\u00edka alebo sprostredkovate\u013ea<\/p>\n<h2>Marketingov\u00e9 kan\u00e1ly<\/h2>\n<ol>\n<li>priamy <a href=\"https:\/\/www.euroekonom.sk\/obchod\/distribucia\/distribucne-kanaly\/\">distribu\u010dn\u00fd kan\u00e1l<\/a> \u2013 priamy vz\u0165ah medzi v\u00fdrobcom a spotrebite\u013eom<\/li>\n<li>nepriamy distribu\u010dn\u00fd kan\u00e1l \u2013 okrem v\u00fdrobcu a spotrebite\u013ea s\u00fa aj medzi\u010dl\u00e1nky (ve\u013ekoobchod, maloobchod)<\/li>\n<\/ol>\n<h3>Z\u00e1kladn\u00e9 funkcie marketingov\u00e9ho kan\u00e1la<\/h3>\n<ul>\n<li>fyzick\u00e1 distrib\u00facia \u2013 doprava a skladovanie produktu (tovaru) \u2013 prim\u00e1rna funkcia,<\/li>\n<li><a href=\"https:\/\/www.euroekonom.sk\/marketing\/vyskum-trhu\/\">v\u00fdskum trhu<\/a> (informa\u010dn\u00e9 toky) \u2013 z\u00edskavanie inform\u00e1ci\u00ed na strategick\u00e9 pl\u00e1novanie<\/li>\n<li>propag\u00e1cia odbytu \u2013 vypracovanie a roz\u0161irovanie inform\u00e1ci\u00ed o produkte<\/li>\n<li>z\u00edskavanie kontaktov \u2013 nadv\u00e4zovanie vz\u0165ahov s potenci\u00e1lnymi z\u00e1kazn\u00edkmi<\/li>\n<li>transform\u00e1cia \u2013 prisp\u00f4sobenie ponuky potreb\u00e1m z\u00e1kazn\u00edkov<\/li>\n<li>vyjedn\u00e1vanie a sprostredkovanie \u2013 dosiahnutie dohody o cene a ostatn\u00fdch podmienkach<\/li>\n<li>financovanie (finan\u010dn\u00e9 toky) \u2013 zaobstaranie, premiest\u0148ovanie a vyu\u017eitie finan\u010dn\u00fdch prostriedkov spojen\u00fdch s odbytov\u00fdmi aktivitami<\/li>\n<li>preberanie rizika &#8211; zvl\u00e1dnutie rizika spojen\u00e9ho s odbytov\u00fdmi \u010dinnos\u0165ami<\/li>\n<\/ul>\n<h3>\u00da\u010dastn\u00edci marketingov\u00fdch kan\u00e1lov<\/h3>\n<p>\u00da\u010dastn\u00edkmi (tvorcami, majite\u013emi, pou\u017e\u00edvate\u013emi) marketingov\u00fdch kan\u00e1lov s\u00fa rozli\u010dn\u00e9 organiz\u00e1cie:<\/p>\n<ul>\n<li><strong>producenti<\/strong> (fyzick\u00fd tok, tok vlastn\u00edctva, platobn\u00fd tok, informa\u010dn\u00fd tok, tok podpory predaja)<\/li>\n<li><strong>poskytovatelia logistick\u00fdch slu\u017eieb<\/strong> (fyzick\u00fd tok &#8211; objedn\u00e1vky, skladovanie, exped\u00edcia, doprava)<\/li>\n<li><strong>banky, sprostredkovatelia, priekupn\u00edci<\/strong> (finan\u010dn\u00fd tok, tok vlastn\u00edctva)<\/li>\n<\/ul>\n<p>Ich \u00falohou je vyjedn\u00e1va\u0165, kupova\u0165 a pred\u00e1va\u0165, a celkovo u\u013eah\u010dova\u0165 zmenu vlastn\u00edctva medzi kupuj\u00facimi a pred\u00e1vaj\u00facimi v procese premiest\u0148ovania produktov od v\u00fdrobcov (zv\u00e4\u010d\u0161a hmotn\u00fdch produktov) do r\u00fak kone\u010dn\u00fdch spotrebite\u013eov. Spolo\u010dn\u00e9 \u00fasilie a z\u00e1ujem \u00fa\u010dastn\u00edkov smeruje ku vytvoreniu vo\u013ene priebe\u017en\u00e9ho a \u201ebez\u0161v\u00edkov\u00e9ho\u201c marketingov\u00e9ho kan\u00e1la<\/p>\n<h3>V\u00fdber marketingov\u00e9ho kan\u00e1lu<\/h3>\n<p><strong>Pri v\u00fdbere marketingov\u00e9ho kan\u00e1lu sa zoh\u013ead\u0148uj\u00fa pr\u00ednosy k produktu:<\/strong><\/p>\n<ol>\n<li><strong>ku kvalite produktu <\/strong>\u2013 m\u00f4\u017ee marketingov\u00fd kan\u00e1l doda\u0165 produkt k \u00farovni kvality ako si to \u017eel\u00e1 z\u00e1kazn\u00edk?<\/li>\n<li><strong>k sortimentu produktu \u2013 <\/strong>m\u00f4\u017ee marketingov\u00fd kan\u00e1l z\u00e1kazn\u00edkov poskytn\u00fa\u0165 ak\u00fdko\u013evek zo sortimentu produktov?<\/li>\n<li><strong>k forme produktu \u2013 <\/strong>ciele \u2013 m\u00f4\u017ee marketingov\u00fd kan\u00e1l poskytn\u00fa\u0165 produkt ku sprostredkovate\u013eovi rovnako ako aj ku koncov\u00e9mu z\u00e1kazn\u00edkovi?<\/li>\n<\/ol>\n<h3>Riadenie distribu\u010dn\u00e9ho kan\u00e1la<\/h3>\n<p>Riadenie distribu\u010dn\u00e9ho kan\u00e1la zah\u0155\u0148a v\u00fdber, motiv\u00e1ciu a hodnotenie \u010dlenov (prvkov) marketingov\u00e9ho kan\u00e1la. Je nevyhnutn\u00e9, aby v\u00fdrobca dbal na d\u00f4sledky svojho konania vo\u010di t\u00fdmto sprostredkovate\u013eom.<\/p>\n<h2>Konflikty v riaden\u00ed marketingov\u00e9ho kan\u00e1lu<\/h2>\n<p>Konflikt \u2013 vznik\u00e1, ak krok jedn\u00e9ho \u00fa\u010dastn\u00edka marketingov\u00e9ho kan\u00e1lu nie je v s\u00falade s dosiahnut\u00edm celkov\u00e9ho cie\u013ea dan\u00e9ho kan\u00e1lu. Konflikty m\u00f4\u017eu by\u0165:<\/p>\n<ul>\n<li><strong>vertik\u00e1lny konflikt<\/strong> \u2013 medzi \u00farov\u0148ami jedn\u00e9ho marketingov\u00e9ho kan\u00e1lu,<\/li>\n<li><strong>horizont\u00e1lne<\/strong> \u2013 vn\u00fatri jednej \u00farovne kan\u00e1lu (napr. medzi dvoma maloobchodn\u00edkmi),<\/li>\n<li><strong>viackan\u00e1lov\u00e9<\/strong> \u2013 pri zriaden\u00ed a prev\u00e1dzkovan\u00ed viacer\u00fdch marketingov\u00fdch kan\u00e1lov<\/li>\n<\/ul>\n<h3>Pr\u00ed\u010diny konfliktov<\/h3>\n<ul>\n<li>nejasn\u00e9 ur\u010denie rol\u00ed a pr\u00e1v (boj viacer\u00fdch dealerov o toho ist\u00e9ho z\u00e1kazn\u00edka),<\/li>\n<li>nezlu\u010dite\u013enos\u0165 cie\u013eov (cenov\u00e1 verzus <a href=\"https:\/\/www.euroekonom.sk\/marketing\/strategicky-marketing\/marketingove-strategie\/\">marketingov\u00e1 strat\u00e9gia<\/a>),<\/li>\n<li>rozdiely vn\u00edmania (napr. v pl\u00e1novan\u00ed objemov predaja).<\/li>\n<\/ul>\n<h3>Zvl\u00e1danie konfliktov<\/h3>\n<ul>\n<li>prijatie nadriaden\u00fdch cie\u013eov z\u00e1v\u00e4zn\u00fdch pre v\u0161etk\u00fdch \u00fa\u010dastn\u00edkov kan\u00e1la,<\/li>\n<li>sprostredkovanie dohody prostredn\u00edctvom tretej strany<\/li>\n<\/ul>\n<p>Ke\u010f\u017ee tieto konflikty m\u00f4\u017eu do istej miery p\u00f4sobi\u0165 de\u0161truk\u010dne nielen na kan\u00e1l samotn\u00fd, ale aj na v\u00fdrobcu \u010di kone\u010dn\u00e9ho prij\u00edmate\u013ea, je nutn\u00e9 vytvori\u0165 ist\u00fa kooper\u00e1ciu v r\u00e1mci kan\u00e1la. T\u00e1to kooper\u00e1cia vych\u00e1dza zo vz\u00e1jomnej dohody \u010dlenov kan\u00e1la, ve\u013emi \u010dast\u00fdm sp\u00f4sobom je definovanie \u201ekapit\u00e1na\u201c, ktor\u00fd koordinuje, rozhoduje a prikazuje. Konflikty , ktor\u00e9 nie je mo\u017en\u00e9 rie\u0161i\u0165 rokovan\u00edm jednotliv\u00fdch \u010dlenov, je nutn\u00e9 rie\u0161i\u0165 na vy\u0161\u0161ej, legislat\u00edvnej \u00farovni.<\/p>\n<h2>E-commerce (elektronick\u00e9 obchodovanie)<\/h2>\n<ul>\n<li>najatrakt\u00edvnej\u0161ia aplik\u00e1cia web,<\/li>\n<li>ponuka alebo sprostredkovanie predaja produktov on-line,<\/li>\n<li>internetov\u00e9 technol\u00f3gie zmenili pravidl\u00e1 trhu<\/li>\n<\/ul>\n<p><strong>Z\u00e1kazn\u00edci m\u00f4\u017eu:<\/strong><\/p>\n<ul>\n<li>okam\u017eite porovna\u0165 ceny desiatok predajcov (v\u00fdrobcov),<\/li>\n<li>ur\u010di\u0165 si vlastn\u00fa akceptovate\u013en\u00fa cenu za produkt,<\/li>\n<li>z\u00edska\u0165 produkt zadarmo<\/li>\n<\/ul>\n<p><strong>Pred\u00e1vaj\u00faci m\u00f4\u017eu<\/strong><\/p>\n<ul>\n<li>zni\u017eova\u0165 n\u00e1klady na distrib\u00faciu,<\/li>\n<li>sledova\u0165 chovanie z\u00e1kazn\u00edkov a pon\u00faka\u0165 jednotliv\u00fdm z\u00e1kazn\u00edkom produkty \u0161it\u00e9 na mieru,<\/li>\n<li>poskytn\u00fa\u0165 ur\u010dit\u00fdm z\u00e1kazn\u00edkom pr\u00edstup ku zvl\u00e1\u0161tnym cen\u00e1m.<\/li>\n<\/ul>\n<p>Potenci\u00e1lne bari\u00e9ry roz\u0161irovania slu\u017eieb e-commerce:<\/p>\n<ul>\n<li>\u0165a\u017ekosti s platbou,<\/li>\n<li>mikroplatby,<\/li>\n<li>seri\u00f3znos\u0165 dod\u00e1vate\u013eov,<\/li>\n<li>\u017eiados\u0165 o poskytnutie \u00fadajov o kupuj\u00facom,<\/li>\n<li>\u00farove\u0148 prezent\u00e1cie produktu,<\/li>\n<li>d\u00f4veryhodnos\u0165 a priate\u013eskos\u0165 web str\u00e1nok<\/li>\n<\/ul>\n<h3>Oblasti elektronick\u00e9ho obchodu<\/h3>\n<p><strong>Elektronick\u00fd obchod vyp\u013a\u0148a ve\u013ea oblast\u00ed ku ktor\u00fdm patria:<\/strong><br \/>\nZmeny \u0161t\u00fdlu pr\u00e1ce s\u00fa to napr\u00edklad virtu\u00e1lne t\u00edmy, ktor\u00fdch v\u00fdhodou je, \u017ee \u013eudia komunikuj\u00fa cez elektronick\u00e9 komunika\u010dn\u00e9 syst\u00e9my. Prostredn\u00edctvom elektronick\u00e9ho obchodu sa zvy\u0161uje efektivita spojenia \u0161t\u00e1tnych in\u0161tit\u00faci\u00ed s ob\u010danmi a podnikmi, taktie\u017e nast\u00e1va zv\u00fd\u0161enie konkurencie a spl\u00fdvanie viacer\u00fdch odvetv\u00ed ako napr\u00edklad telekomunik\u00e1cie, energetika, m\u00e9di\u00e1 a obchod. Nast\u00e1vaj\u00fa zmeny foriem komunik\u00e1cie medzi obchodn\u00fdmi partnermi, ale najv\u00e4\u010d\u0161ie zmeny s\u00fa zaznamenan\u00e9 vo form\u00e1ch predaja v\u00fdrobkov a slu\u017eieb (v\u00fdber najvhodnej\u0161ieho dod\u00e1vate\u013ea, okam\u017eit\u00e1 reakcia na potreby z\u00e1kazn\u00edka&#8230;)<\/p>\n<h2>V\u00fdhody a nev\u00fdhody nakupovania cez Internet<\/h2>\n<p>\u017dijeme v dobe, kde ka\u017ed\u00e1 vec m\u00e1 svoje klady a z\u00e1pory a preto je d\u00f4le\u017eit\u00e9 porovn\u00e1va\u0165. Porovn\u00e1van\u00edm sa dozvieme charakteristick\u00e9 \u010drty, odli\u0161nosti dan\u00fdch vec\u00ed a pod\u013ea toho sa rozhodneme. Ka\u017ed\u00e1 vec je charakteristick\u00e1 nie\u010d\u00edm in\u00fdm a tak aj elektronick\u00fd obchod m\u00e1 svoje pre a proti alebo klady a z\u00e1pory.<\/p>\n<h3>V\u00fdhody<\/h3>\n<p>V\u00fdhody pre poskytovate\u013ea slu\u017eby:<\/p>\n<ul>\n<li>priamy pr\u00edstup k mili\u00f3nom potencion\u00e1lnych z\u00e1kazn\u00edkov po celom svete (lep\u0161ia zastihnute\u013enos\u0165 existuj\u00facich cie\u013eov\u00fdch skup\u00edn),<\/li>\n<li>redukcia re\u017eijn\u00fdch n\u00e1kladov a n\u00e1kladov na marketingov\u00e9 aktivity,<\/li>\n<li>minim\u00e1lne kapit\u00e1lov\u00e9 invest\u00edcie,<\/li>\n<li>vyu\u017eitie Internetu m\u00e1 tieto v\u00fdhody,<\/li>\n<li>\u0161irok\u00e9 spektrum dostupn\u00fdch inform\u00e1ci\u00ed,<\/li>\n<li>mo\u017enos\u0165 oslovi\u0165 glob\u00e1lny trh,<\/li>\n<li>\u013eahk\u00e1 aktualiz\u00e1cia inform\u00e1ci\u00ed,<\/li>\n<li>mo\u017enos\u0165 monitorovania aktiv\u00edt,<\/li>\n<li>zaistenie nepretr\u017eitej odozvy na objedn\u00e1vky z\u00e1kazn\u00edkov,<\/li>\n<li>vytvorenie si vz\u0165ahu so z\u00e1kazn\u00edkom. (Z\u00e1kazn\u00edkovi, ktor\u00fd opakovane vyu\u017e\u00edva viacero slu\u017eieb jedn\u00e9ho poskytovate\u013ea, je mo\u017en\u00e9 pon\u00faknu\u0165 v\u00fdhody a doplnkov\u00e9 slu\u017eby. Ve\u013ek\u00e9 mno\u017estvo firiem pon\u00fakaj\u00facich svoje slu\u017eby po Internete s\u00fa ve\u013emi z\u00e1visl\u00e9 pr\u00e1ve na mno\u017estve klientov vyu\u017e\u00edvaj\u00facich ich slu\u017eby.)<\/li>\n<\/ul>\n<p>V\u00fdhody pre z\u00e1kazn\u00edkov:<\/p>\n<ul>\n<li>najv\u00e4\u010d\u0161ou v\u00fdhodou pre potencion\u00e1lneho z\u00e1kazn\u00edka je mo\u017enos\u0165 nakupova\u0165 priamo cez po\u010d\u00edta\u010d, s ktor\u00fdm pracuje v dom\u00e1cnosti. Z\u00e1kazn\u00edk si m\u00f4\u017ee v pokoji tovar vybra\u0165 a prostredn\u00edctvom banky cez \u00fa\u010det zaplati\u0165. Tovar si m\u00f4\u017ee triedi\u0165 pod\u013ea mno\u017estva kateg\u00f3ri\u00ed, preto m\u00e1 zjednodu\u0161en\u00fa \u00falohu pri rozhodovan\u00ed medzi nieko\u013ek\u00fdmi v\u00fdrobkami naraz.<\/li>\n<li>v\u00fdhodn\u00fd je aj bezhotovostn\u00fd platobn\u00fd styk, kde je d\u00f4le\u017eit\u00e1 d\u00f4vera z\u00e1kazn\u00edka vo\u010di virtu\u00e1lnemu obchodu,<\/li>\n<li>nakupovanie na Internete nie je \u010dasovo obmedzen\u00e9,<\/li>\n<li>r\u00fdchlos\u0165 \u2013 elektronick\u00e9 z\u00e1sielky s\u00fa doru\u010den\u00e9 do nieko\u013ek\u00fdch hod\u00edn,<\/li>\n<li>tovar je mo\u017en\u00e9 d\u00f4kladne prezera\u0165 a porovn\u00e1va\u0165 s konkurenciou.<\/li>\n<\/ul>\n<h3>Nev\u00fdhody<\/h3>\n<p>Nev\u00fdhody pre poskytovate\u013ea slu\u017eby:<\/p>\n<ul>\n<li>nie v\u0161etky produkty sa pred\u00e1vaj\u00fa rovnako. Elektronick\u00fd obchod je viac \u00faspe\u0161n\u00fd s predajom n\u00edzkodotykov\u00e9ho tovaru ako s\u00fa po\u010d\u00edta\u010de, CD, knihy, ktor\u00e9 z\u00e1kazn\u00edci nepotrebuj\u00fa vidie\u0165 a dotkn\u00fa\u0165 sa ich oproti vysokodotykov\u00e9mu tovaru ako je oble\u010denie,<\/li>\n<li>vybavenos\u0165 Slov\u00e1kov informa\u010dn\u00fdmi technol\u00f3giami (Pr\u00edstup na internet doma uv\u00e1dza 35 % dom\u00e1cnost\u00ed.)<\/li>\n<\/ul>\n<p>Nev\u00fdhody pre z\u00e1kazn\u00edkov:<\/p>\n<ul>\n<li>z\u00e1kazn\u00edk tovar fyzicky nevid\u00ed pred n\u00e1kupom, ale a\u017e po n\u00e1kupe. Preto pr\u00edpadn\u00e1 reklam\u00e1cia v\u00fdrobku je zd\u013ahavej\u0161ia. Av\u0161ak z\u00e1vis\u00ed od predajcu, ako vie zabezpe\u010di\u0165 n\u00e1pravu,<\/li>\n<li>nedodr\u017eanie dodacej lehoty. Niektor\u00ed predajcovia nevedia dostato\u010dne r\u00fdchlo aktualizova\u0165 dostupnos\u0165 jednotliv\u00fdch druhov tovaru. Niekedy sa stane, \u017ee n\u00e1m tovar v\u00f4bec ned\u00f4jde. Preto je dobr\u00e9 sa bli\u017e\u0161ie informova\u0165 o stave objedn\u00e1vky,<\/li>\n<li>u niektor\u00fdch produktov nie s\u00fa dostato\u010dne uveden\u00e9 podrobn\u00e9 inform\u00e1cie o produkte. Vtedy je lep\u0161ie si vyh\u013eada\u0165 na Internete podrobnej\u0161ie inform\u00e1cie,<\/li>\n<li>predaj neleg\u00e1lneho Softwaru. Vtedy je d\u00f4le\u017eit\u00e9, aby sme vedeli, \u010di cena Softwaru nie je podhodnoten\u00e1, pr\u00edli\u0161 n\u00edzka. V niektor\u00fdch pr\u00edpadoch z\u00e1kazn\u00edci pri objednan\u00ed a zaplaten\u00ed tovaru neobdr\u017eali \u017eiadny produkt, v in\u00fdch obdr\u017eali z\u00e1vadn\u00fd produkt. Proti tomuto obchodovaniu vyvinuli tvorcovia Software nov\u00fa technol\u00f3giu na monitorovanie, ktor\u00e1 je schopn\u00e1 vyh\u013ead\u00e1va\u0165 str\u00e1nky na Internete nonstop a identifikova\u0165 tvorcov neleg\u00e1lnych obchodov.<\/li>\n<\/ul>\n<h2>Bud\u00face pr\u00ednosy e-commerce<\/h2>\n<p>O\u010dak\u00e1van\u00e9 pr\u00ednosy e-commerce do bud\u00facnosti s\u00fa:<\/p>\n<ul>\n<li>zr\u00fdchlenie obchodn\u00e9ho cyklu (pr\u00edjem objedn\u00e1vky, kalkul\u00e1cia, pr\u00edprava, koordin\u00e1cia,<\/li>\n<li>v\u00fdroby, reorganiz\u00e1cia linky, oper\u00e1cie predaja, spracovanie fakt\u00far, inkaso),<\/li>\n<li>vytvorenie pevn\u00fdch v\u00e4zieb s obchodn\u00fdmi partnermi (ochrana pred konkurenciou),<\/li>\n<li>predpoklady pre uplatnenie modern\u00fdch met\u00f3d dod\u00e1vky a logistiky,<\/li>\n<li>ur\u00fdchlenie platobn\u00e9ho styku,<\/li>\n<li>lep\u0161ie mo\u017enosti sledovania cash flow,<\/li>\n<li>zn\u00ed\u017eenie z\u00e1sob materi\u00e1lu aj tovaru,<\/li>\n<li>zn\u00ed\u017eenie objemu rozpracovanej v\u00fdroby,<\/li>\n<li>zv\u00fd\u0161enie kvality tovaru a slu\u017eieb,<\/li>\n<li>zv\u00fd\u0161enie kvality pr\u00e1ce s pracovn\u00fdmi zdrojmi.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Marketingov\u00fd distribu\u010dn\u00fd kan\u00e1l s\u00fa \u013eudia a organiz\u00e1cie zainteresovan\u00e9 v procese spr\u00edstup\u0148ovania produktu (na distrib\u00faciu) na pou\u017eitie alebo spotrebu pre kone\u010dn\u00e9ho z\u00e1kazn\u00edka alebo sprostredkovate\u013ea Marketingov\u00e9 kan\u00e1ly &hellip; <\/p>\n","protected":false},"author":20,"featured_media":25058,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,549],"tags":[],"class_list":["post-10694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod","category-pracujem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketingov\u00e9 kan\u00e1ly a e-commerce<\/title>\n<meta name=\"description\" content=\"E-commerce (elektronick\u00e9 obchodovanie). 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