03372ntm a22005417i 4500 000534522 CZ-PrVSE 20170916122215.0 m d cr n|||||||||| 170916s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Koštová, Michaela ISIS:100165 dis Incorporation of digital business into strategy of FMCG company eng Incorporation of digital business into strategy of a FMCG company / Michaela Koštová 2017 ?? stran : digital, PDF soubor Vedoucí práce: David Říha Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2017 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2017 Master’s thesis focuses on e-commerce market, which has recorded tremendous growth in recent years. Therefore, the main aim is to create a digital strategy focusing on online shopping journey of Czech customers. This strategy focuses on the consumer goods division of L'Oréal Czech Republic. The theoretical part introduces the history and development of e-commerce, along with the basic types and models of e-commerce. An important part is represented by the analysis of the world's e-commerce market, its advantages and disadvantages for both the company and the final customer. Within the world market, the basic e-commerce trends expected in 2017, are also being studied. Focus is then redirected to the Czech e-commerce market, mainly on the behavior of Czech online consumers. The practical part is devoted to the development of a digital strategy between L'Oréal and its client Beauty e-shop, which focuses on the sale of perfumes and cosmetics. The main output of the practical part is an analysis of the beauty e-commerce market, an audit of Beauty e-shop website and own marketing research on the behavior of Czech online consumers. Based on these three analyzes, new digital strategy of L'Oréal is being developed with a focus on improving customer’s online shopping journey. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas consumer online shopping behaviour digital strategy See-Think-Do-Care framework e-commerce ICTs digital economy customer online shopping journey Říha, David mzk20211128861 ths Oberreiter, Štěpán opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/59736/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/59736 Hlavní práce https://insis.vse.cz/zp/59736/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/59736/posudek/oponent/51915 Oponentura https://insis.vse.cz/zp/59736/podrobnosti dc:identifier NEPOSILAT VSKP vse59736 170914 59736