FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Regijska tržna znamka »V tri krasne« kot element marketinške strategije razvoja Zasavja : magistrsko deloVidrih, Mark, 1994-Tako kot podjetja tudi kraji čutijo konkurenčno potrebo po razlikovanju z drugimi kraji. Nekateri kraji v ta namen ustvarijo tržno znamko, s katero tako prebivalcem kot potencialnim potrošnikom ... (turistom, investitorjem, novim prebivalcem) posredujejo edinstveno kombinacijo funkcionalnih lastnosti in simbolnih vrednosti, ki naj bi potrošnike prepričala, da naj se odločijo za ta ne pa za katerega od drugih krajev in posledično vplivala tudi na blagodejen razvoj tega kraja. Da bodo svoj kraj znamčili, so se pred dobrim desetletjem odločili tudi v eni najslabše razvitih slovenskih regij, v Zasavju, ki kot regija ne obstaja na administrativni ravni, pač pa njeno regionalno mejo oblikujejo meje treh postindustrijskih zasavskih dolin oziroma občin. Znamko so poimenovali »V tri krasne«, a je ta že po nekaj letih propadla, krovna organizacija, ki je z znamko upravljala, pa je leta 2021 končala v stečaju. V magistrskem delu se na podlagi že obstoječe literature sprašujemo, kako so se z znamko identificirali prebivalci, kateri dejavniki so vplivali na njen propad in ali so bila pri procesu znamčenja upoštevana pričakovanja in želje vseh skupin notranjih deležnikov? S pomočjo globinskih intervjujev s predstavniki skupin deležnikov javne, zasebne in lokalne sfere smo v magistrskem delu na primeru propadle regijske tržne znamke »V tri krasne« prepoznali več dejavnikov njenega propada, naše ugotovitve pa ovrednotili tudi s strateško-marketinškega vidika.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Vidrih], 2022Language - slovenianCOBISS.SI-ID - 143377923
Author
Vidrih, Mark, 1994-
Other authors
Jančič, Zlatko
Topics
Trženje |
Tržno komuniciranje |
Zasavska regija (Slovenija) |
Univerzitetna in visokošolska dela |
regijska tržna znamka |
marketing krajev |
strateški marketing |
regional brand |
place marketing |
strategic marketing
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Č Ms 0000017627 Closed stacks Č Ms 17627 Closed stacks |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Vidrih, Mark, 1994- | |
Jančič, Zlatko | 12296 |
Source: Personal bibliographies
and: SICRIS
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