Title Elektronski kanali distribucije Title (english) Distribution Channels Author Paola Juričević Mentor Danijela Križman Pavlović (mentor)Committee member Marija Bušelić (predsjednik povjerenstva)Committee member Danijela Križman Pavlović (član povjerenstva)Committee member Tamara Floričić (član povjerenstva)Granter University of Pula Defense date and country 2019-09-25, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Kanal distribucije najjednostavnije se može definirati kao put koji prijeđe proizvod od proizvođača do potrošača tijekom tržišne razmjene, te obuhvaća razne aktivnosti i operacije, koje osiguravaju da se roba stavi na raspolaganje kupcima, bilo da se radi o prerađivačima ili o potrošačima, olakšavajući izbor, kupnju i upotrebu kupljene robe. Riječ je o vezi koja postoji između proizvodnje i potrošnje, koji određeni proizvod i/ili usluga prolazi ne bi li došao do krajnjeg potrošača. Može uključivati prodavače, distributere, trgovce na veliko, Internet. Svrha koju kanali distribucije imaju je olakšavanje prijenosa proizvoda i/ili usluga od točke A do točke B, čime je jasno kako oni obavljaju funkciju prometa. Distribucija je iznimno važna s obzirom na to da omogućuje prodaju robe i/ili usluga kroz njihovu dostupnost na mjestima prodaje, a sam izbor kanala distribucije razlikuje se kod velikih i malih poduzeća. Velika poduzeća imaju mogućnost biranja s kime će poslovati, pa sami vrše oblikovanje svojih kanala distribucije, dok mala poduzeća ne nailaze na takvu slobodu koja bi im odmah u početcima poslovanja omogućila biranje veletrgovaca ili lanaca supermarketa za distribuciju njihova proizvoda. Elektronski kanali distribucije smatraju se sastavnicom elektroničkog poslovanja, poznatog kao e-poslovanje. Ovdje je riječ o obavljanju usluga kupnje i prodaje putem Interneta i prijenos novca i podataka za izvršavanje ovih transakcija. Ono što je specifično za ovakvu vrstu trgovine jest da se odvija bez fizičkog kontakta, koristeći jedno ili pak više sredstava komunikacije na daljinu. E-poslovanje se često koristi za prodaju fizičkih proizvoda putem Interneta, ali također može opisati bilo koju vrstu komercijalne transakcije koja se olakšava putem Interneta. U radu je analiziran primjer elektroničkog kanala distribucije „Konzum klik“ Internet trgovine.
Abstract (english) A distribution channel is a specific product path from producer to consumer and involves various activities and operations that ensure that goods are made available to customers, whether they are processors or consumers, facilitating the selection, purchase and use of goods. It is a link that exists between production and consumption that a particular product or service goes through to reach the end consumer and may include resellers, distributors, wholesalers, Internet. Their purpose is to facilitate the transfer of products or services from point A to point B, making it clear that they perform the function of traffic. Distribution is extremely important as it enables the sale of goods or services through their availability at points of sale, and the choice of distribution channels is different for large and small businesses, as large companies have the ability to choose who to do business with, thereby designing their distribution channels themselves, while small businesses do not find the freedom that would allow them at first to choose wholesalers or supermarket chains to distribute their products. Electronic distribution channels are considered a component of e-commerce, known as e-commerce. The point here is to perform online buying and selling services and transferring money and data to perform these transactions, and what is specific to this type of trade is that it takes place without physical contact, using one or more means of distance communication. E-commerce is often used to sell physical products online, but it can also describe any type of commercial transaction facilitated online.
Keywords
kanali distribucije
elektronski kanali distribucije
e-trgovina
Konzum klik
Keywords (english)
distribution channels
electronic distribution channels
e-commerce
Konzum klik
Language croatian URN:NBN urn:nbn:hr:137:181155 Study programme Title: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2020-12-08 10:23:44
