Web 2.0 is loosely defined as a set of interactive and social online tools. This thesis distinguishes between the terms Internet and Web, explains the evolution of the Web towards the Web 2.0 and describes the fundamental parts of this platform. The following chapter examines the network effects, virtual communities and the reason to participate in the online environment. It also investigates the user typology and identifies some serious concerns associated with the current Web. The paper analyses the changes to the consumer environment and identifies the key areas of change. The findings are supported with online research.

台灣中小企業林立，我們常聽到在台灣經濟奇蹟背後這些中小企業功不可沒， 《2013 年中小企業白皮書》(2013，頁2)中提及到「2012 年全球經濟受限於歐美先進國家經濟體就業情勢改善遲延，以及財政樽節支出、國際金融動盪，且逐漸 波及新興經濟體發展等影響，整體成長力道減弱，仍延續2011 年的疲軟走勢。 受國際景氣影響甚深的台灣環境，亦持續低迷，惟在內外艱困的環境之下，台灣 中小企業卻有亮眼的表現」。然而中小企業在經營模式上以代工式(OEM)經營為 主的小規模經濟體發展亦受到限制，例如在人力資源課題上就面臨到無法招募及 留住良好的人才、在行銷觀念於財務觀念上相較缺乏能力、生產要素成本持續提 升…等等，都侷限住中小企業的發展。因此中小企業未來如要增強競爭力，勢必 在服務的提供上須做出加值化的動作－也就是利用新方式將技術、產品或服務加 以修正改善以創造出更高的價值，靠成本硬碰硬的廝殺已經愈來愈不可行。 本研究選擇台灣一中小企業硬碟代理商－J 公司為研究對象；J 公司於1990 年設立於台灣台北，早期以貿易商起家並且無特定販賣之產品，後來在因緣巧合 之下，得到了美國威騰電子股份有限公司(WD)的硬碟代理權，其後便將產品主 力放在販售威騰硬碟之上。本研究透過訪談J 公司經營者對WD 硬碟的銷售做 法，搭配邱志聖(2010)策略行銷4C 架構來分析J 公司代理產品銷售的成功經驗。 經過本論文之研究，J 公司目前雖在專屬陷入成本(C4)上碰到困難，但如果能擴 增其他產品線代理、善用其底下服務公司的核心服務能力來創造加值服務，就可 以在未來繼續成長。

The aim of thesis is a marketing analysis in relation to the emerging enterprise and creating a business plan. Marketing analysis, in addition to the characteristics of the enterprise, business activity and financial plan, form a significant part of the business plan. It has substantial and great importance in the business plan and especially for business activity. The external environment, market, branch, competitors, suppliers, customers, opportunities and threats were examined in relation to the emerging enterprise. STEP analysis, SWOT analysis, Porter´s model and questionnaire were used. The obtained data served as the basis for the processing of a business plan and evaluating the success of the business activity.

The thesis titled Development of competitiveness of company deals with arrangements for a café in the city center leading to the strengthening of its competitiveness. First, it analyzes the internal and external environment and evaluates customer satisfaction questionnaire. The results of these analyzes are summarized in the SWOT analysis. Based on the information measures are proposed, which should contribute to increasing the competitiveness of the company.

This master´s thesis deals with an analysis of customer satisfaction with AGROFERT Prostějov tennis club. The work is based on theoretical findings oriented on marketing research, customer satisfaction, methods of measuring customer satisfaction which is general. The club is described and analyzed in the practical part and then the data were obtained and then evaluated from the questionnaire. In conclusion, concrete measures are suggested for improving customer satisfaction of the club.

This master’s thesis deals with the issue of the communication mix of the selected company. The author explains the terms that this issue involves and the specific company focused on its communication mix is analyzed. The thesis contains concrete suggestions and recommendations that should be a suitable supplement of the existing communication mix, and which will be also contribute to a increase awareness of the company, and due to this for increase marketability of the offered vehicles.

The subject of this thesis is to develop a comprehensive business plan for the establishment of wash center in Uherské Hradište, concerned by providing of professional services in the car wash area. In the first part is description of theoretical solutions, which is followed by an analysis of the current situation on the market. Based on the findings of the previous analyzes is in last section of this theses prepared a detailed business plan which describing the implementation, complexity and risk of the project.

This thesis deals with marketing of the serious Czech newspapers (HN, LN, MF DNES and Právo) with a focus on possible models of their brand valuation. The main goal of this work is a marketing analysis of the four subjects using the electronic data sources. The analysis includes basic information about the publishers, their property relations and economic results for the period from 2005 to 2009. After that follows the introduction of the studied newspapers, including their content description, readers profile and new technologies. The aim of the practical part is also to choose appropriate method for evaluating the brands of the dailies. It was performed an external, financial and SWOT analysis to ensure correct application of the approach. Valuation results showed that the highest financial value has the brand Mladá Fronta DNES, the second is Právo, followed by Hospodářské noviny and Lidové noviny.

Diploma thesis analysis shopping behavior of consumers, which dependence on three bases of determinants that are specified by company Walmark PLC. Secondary goal is setting of conclusions and specifications of marketing recommendations, which are based on found informations.

The thesis analyzes the selected entity in tourism and explores the use of online marketing tools in its activities, in which especially their own website and official page on the social network Facebook play a crucial role. The aim of this work is on the basis of statistical data and analysis to assess the use of online marketing tools of chosen subject. On the basis of these information will be given some recommendations for improving its online marketing communications. The theoretical part focuses on the history of the Internet and the development of Internet users. Internet is compared with traditional advertising media and also some forms of online marketing are presented. The selected entity is exploring working with online marketing tools and it is analyzed their successful use.