С каждым годом список используемых инструментов для онлайн продвижения только расширяется, а тенденции современного рынка заставляют их постоянно эволюционировать и меняться. Более того, конкуренция на рынке вынуждают компании находить новые каналы для продвижения своих товаров или услуг. В работе изучаются особенности выбора инструментов интернет-маркетинга, в зависимости от управленческих целей, которые преследует компания. Дополнительно предложены критерии для оценки эффективности используемых инструментов. В работе изучен опыт иностранных компаний, работающих на рынке товаров для дома, проведен контент-анализ сайта компаний и страниц в социальных сетях для определения наиболее удачного сценария по продвижению в интернете. Для изучения коммуникативной эффективности по применению инструментов интернет-маркетинга, применен метод глубинных интервью аудитории, самостоятельно принимающей решение о покупке товаров для дома. На основе полученных данных проведена оценка эффективности использования инструментов интернет-маркетинга на рынке В2С и предложен комплекс наиболее эффективных инструментов интернет-маркетинга для компании, работающей на рынке продукции товаров для дома. / Nowadays the list of tools used for online promotion is only expanding, and the trends of the modern market make them constantly evolve and change. Moreover, competition in the market forces companies to find brand new channels to promote products or services. The paper studies the features of the choice of Internet marketing tools, depending on the management goals pursued by the company. Additionally, criteria are proposed for evaluating the effectiveness of the tools used. The work studied the experience of foreign companies in the home goods market, conducted a content analysis of the company's website and pages on social networks to determine the most successful scenario for promoting on the Internet. To study the communicative effectiveness of the use of Internet marketing tools, the method of in-depth interviews with an audience that independently decides to purchase goods for the home was applied. Based on the data obtained, the effectiveness of using Internet marketing tools in the B2C market was assessed and a set of the most effective Internet marketing tools for a company operating in the home goods market was proposed.

本研究旨在探討個案公司-網路家庭國際資訊(股)公司(PChome Online) 經營績效變化原因與關鍵價值因子。首先運用產業生命週期與五力分析探討個案公司所屬產業-B2C線上購物之競爭現況及關鍵成功因素，次運用策略分析探討個案公司之價值主張、財務目標與核心競爭力，最後以經濟附加價值(EVA®)為財務衡量工具驗證策略分析結論，並推論影響個案公司未來企業價值之最重要關鍵價值因子。 研究結果顯示台灣B2C線上購物產業處於成長期，關鍵成功因素為流程管理能力與行銷能力。而PChome Online之價值主張為低總成本與系統鎖定，財務目標為最低成本費用率與最大資產運用效率，核心競爭力是規模經濟以及價值鏈整合與管理技術。EVA®分析結論與策略分析結果相同，顯示過去企業價值波動的主要影響因素為成本費用率與資產運用效率，此亦為影響PChome Online未來企業價值之最重要關鍵價值因子。

The information service sector e.g. utilities, telecommunications and banking has grown rapidly in recent years and is a significant contributor to the Gross Domestic Product (GDP) of the world’s leading economies. Though, the information service sector has grown significantly, there have been relatively few attempts by researchers to explore this sector. The lack of research in this sector has motivated my PhD research that aims to explore the pre-established relationships between dependability, quality and customer satisfaction (RQ1) within the context of information service sector. Literature looking at the interrelationship between the dependability and quality (RQ2a), and their further impact on customer satisfaction (RQ2b) is also limited. With the understanding that Business to Business (B2B) and Business to Customer (B2C) businesses are different, exploring these relationships in these two different types of information firms will further add to existing literature. This thesis also attempts to investigate the relative significance of dependability and quality in both B2B and B2C information service firms (RQ3a and RQ3b). To address these issues, this PhD research follows a theory testing approach and uses multiple case studies to address the research questions. In total five cases from different B2B and B2C information service firms are being investigated. To explore the causality, the time series data set of over 24 to 60 months time and the ‘Path Analysis’ method has been used. For the generalization of the findings, Cumulative Meta Analysis method has been applied. The findings of this thesis indicate that dependability significantly affects customer satisfaction and an interrelationship exists between dependability and quality that further impacts customer satisfaction. The findings from B2C cases challenges the traditional priority afforded to relational aspect of quality by showing that dependability is the key driver of customer satisfaction. However, B2B cases findings shows that both dependability and quality are key drivers of customer satisfaction. Therefore, the findings of this thesis add considerably to literature in B2B and B2C information services context.

In changing world of e-commerce and internet based communication, business transactions and data flows play a key role in successful business management. It is vital to formalize business transactions. Communicative action loop was proposed for modeling these transactions. XML is often used for data exchange. BTP is a specific extended transaction model that allows coordination of resources which are exposed by multiple autonomous organizations. This model relaxes the traditional ACID properties and forms a protocol that can run for long periods of time over the inherently unreliable environment that is the Internet. This project aims to demonstrate if the .NET technology is a sufficiently flexible model to provide an implementation of BTP and whether the functionality provided by the framework is enough to support the complex interactions specified by the protocol.

This work studies factors of e-shops credibility on the field B2C. The aim of the work was to work out a summary of recommendations for businessmen, who deal with or consider internet marketing, and to introduce particular suggestions for a specific e-shop.

E-handel är numera en integrerad del av vår vardag och 65 % av de som använder internet handlar via e-handel. E-handel är ett värdeutbyte mellan flera parter och Business to Consumer (B2C) är det denna rapport fokuserar på. Vad som oftast utbyts är betalning mot en vara eller tjänst. För allt fler sker e-handeln via smartphone (mCommerce) och denna e-handel förväntas öka ytterligare. Tillit är en förväntan på den andra parten att uppfylla sin del av det förväntade avtalet. I fallet e-handel inkluderas även e-handelsplattform-artefakten i tilliten. Tilliten till en e-handel beror bland annat på hur betalningslösningar presenteras i e-handelsplattformen. Denna rapport har undersökt Sveriges 105 vanligaste e-handelsplattformer och hur dessa presenterar sina betalningslösningar samt hur olika deltagares (10 i första samt 18 i andra experimentet) tillit varierade beroende på hur betalningslösningar presenterades. Rapporten visar att få e-handlare presenterar sina betalningslösningar för smartphoneanvändare och att tilliten till e-handelsplattformen samt att viljan att göra ett köp är lägre då betalningslösningar ej presenteras. Rapporten föreslår vidare forskning i området och ger en indikation till utvecklare att visa betalningslösningar för att öka tilliten vid e-handel via smartphone.

Contents of this master thesis is create suggestion of optimal e-commerce of company of a Musil firm. On the basis of this thesis the firm should be able to realize its web ecommerce. This thesis can be simultaneously used as instruction for others small and middle-sized firms at solving of analogous problem.

This diploma thesis is focused on creating an optimized e-shop model for the company. The theoretical basis includes e-shop and e-marketplace characteristics and deals with legal aspects important for e-commerce. The practical part describes a determined company and analyses chosen competing e-shops. The model of optimized e-shop is created on the basis of theoretical knowledge and this analysis.

The diploma thesis is concerned with an analysis and design of distributional B2B and B2C application. The fundamental part is especially focused on design of features and functions of the application, selection of suitable technologies and the project of the data storage. The diploma paper also contains a scheme of administration of particular versions and binding regulations for development and resulting maintainance and expanding of the application.

The content of this master’s thesis is the proposal of partial solutions from the internet marketing tools for electronic cigarettes ecommerce. The thesis is focused on the field of sales promotion and direct marketing, which contain tools for increase size of sales, better linking of products and accessories, better communication and customer access. These thesis is based on the analysis of company, requirements and options, which are appearing with modern internet marketing tools. The main component of the thesis is proposal of partial tools of cross-selling, up-selling and loyalty system. For direct marketing it is a proposal of e-mail marketing and online chat.