Prepoznavanje marketinške potrebe pri trženju pohištva po meri in proces personalizacije izdelka z dizajn menedžmentom
DOI:
https://doi.org/10.32015/JIBM/2021.13.1.40-49Ključne besede:
Marketinška potreba, pohištvo po meri, perosnalizacija, uporabniška izkušnja, dizajn izdelka, dizajn managementPovzetek
Izdelovalci pohištva za mala podjetja v dobi digitalnih medijev spreminjajo koncepte trženja in prodaje na podlagi strategije, ki jo prepoznajo pri uporabniških izkušnjah. To ustvarja razliko med proizvajalci industrijskega pohištva in tradicionalnimi mizarskimi podjetji, ki proizvajajo pohištvo po meri. Za našo raziskavo preučujemo temeljno vprašanje: "Kako uspešno se majhni proizvajalci kuhinjskega pohištva soočajo z močno konkurenco na trgu s pristopom personalizacije izdelkov, upoštevanjem uporabniških izkušenj in izvajanjem strategije dizajn managementa?" S podporo spletne trženjske raziskave bomo raziskali 120 izkušenih kupcev, preučili njihove tržne potrebe in uporabniške izkušnje kuhinjskega pohištva v konceptu strategije vodenja oblikovanja.
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