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The possibilities and conditions for the use of tools for analyzing customer behavior on social networks
Horák, Vít ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
The thesis deals with free tools that can be used to analyze customers of SMB e-commerce enterprises on the social network Facebook in order to increase their competitiveness within the social network. The theoretical part focuses on defining key terms, distinguishes types of social media and describes present social networks situation in world and in the Czech Republic from a users perspective and in the Czech Republic also from an enterprises perspective. Furthermore, the theoretical part also deals with possibilities that social networks can offer to the SMB enterprises. And as well it identifies different types of analytical tools that can be used for purposes of monitoring customers or analysis of customers. In the beginning of the practical part there is introduced the company Dobrutka.EU s.r.o. (the e commerce B2C company). Afterwards is presented the analysis of the survey about how SMB companies that operate the best Czech e-shops monitor and analyze their activities and customers from the social network Facebook. Subsequently there is handled the selection of appropriate tools for SME companies, which are also analyzed in the following chapter. At the end of the practical part there is practical application of knowledge from the thesis to Dobrutka.EU s.r.o. through the design and pilot deployment of appropriate procedures and analytic tools, whose effectiveness is evaluated at the end of chapter. The main benefit is in act of finding and verification of free tools and effective method that allows for detailed analysis of company customers even for micro companies and thus also effectively achieve positive economic results even in emerging facebook presentations.
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Analysis and future of electronic market for entertainment industry and media
Horák, Vít ; Měsíček, Libor (advisor) ; Bruckner, Tomáš (referee)
This thesis analyzes today's digital market of interactive entertainment and movie industry in the Czech Republic. Essential legal terms and new regulatory changes are described, providing descriptions of subjects involved, means of distribution and main online services present in the Czech market. Further on, the issue of digital piracy is dealt with, focusing mainly on its structure, participants and reasons of its existence. Last but not least, the analysis of the movie industry is developed, followed by new distribution means proposals and overall conclusion. Analýza a budoucnost elektronického trhu pro zábavní průmysl a média
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