現今零售市場，傳統實體通路業者面臨電子商務衝擊，努力開拓線上市場，原本純經營網路之業者也已開始紛紛佈局線下，如亞馬遜、阿里巴巴…等。虛實整合已成趨勢，不論純線上或者純線下的商業模式，都將會面臨衝擊，零售商之實體和虛擬通路、資源必須不斷整合，打破傳統思維不斷創新。 在現今虛實整合趨勢下，傳統實體通路業者相對線上業者，已投入大量成本於建置、經營實體通路；而就台灣零售市場而言，百貨公司業者於整體零售業營收中佔高比例，且於現今市場環境中面臨「消費需求多變」的經營困境，因此，本研究旨於探討台灣百貨業者於虛實整合下可採行之行銷策略。 透過量化研究，綜合了解消費者虛實通路購物習慣和偏好、百貨公司購物習慣和偏好、百貨公司虛實整合現況認知及接受度與百貨業者現今提供之產品和服務滿足消費者需求的程度，整理出品牌/商品差異化、服務品質提升、增強體驗、提供更多休閒樂趣、完善會員制度與提供並整合多元消費/接觸管道六點行銷策略建議，希望給予百貨公司業者與面臨市場衝擊下，如何吸引消費者之行銷策略面之建議、協助策略之訂定。 / In today’s retail market, the traditional brick-and-mortar retailers have strived to develop online market after facing intense competition from e-commerce prosperity, online retailers such as Amazon and Alibaba have also started to expand offline market. Omni-channel has become the market trend, both online-only retailers and traditional physical stores are facing challenges. Retailers have to integrate online and offline channel resources, and keep innovating. Contrast to online retailers, traditional brick-and-mortar retailers have invested a lot of resources in building and managing physical channels. Department stores sales accounts high proportion of total retail market sales and are facing the problem of changing customer needs. Therefore, this study examines the marketing strategy that department stores can take under the trend of omni-channel. Through quantitative research that designed to understand customer buying behavior, including shopping habits and preferences in online and offline channels and in department stores, cognition and acceptance of department store’s nowadays omnichannel strategy, and satisfactions of the products and services that currently provided by department stores. This study proposes six marketing strategy recommendations, which are brand/ product differentiation, service quality upgrade, shopping experience enhancement, entertainment providing, loyalty program improvement, and channels/ touch points integration. Based on these recommendations, the study hopes to help the department stores to figure out the ways to attract customers and build the strategy under the market challenges.

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Virtual Private Ontology Server (VPOS) is a middleware software with focus on ontologies (semantic models). VPOS is offering a smart way to its users how to access relevant part of ontology dependent on their context. The user context can be expertise level or level of experience or job position in a hierarchy structure. Instead of having numerous numbers of ontologies associated to different user contexts, VPOS keeps only one ontology but offers sub-ontologies to users on the basis of their context. VPOS also supports reasoning to infer new consequences out of assertions stated in the ontology. These consequences are also visible for certain contexts which have access to enough assertions inside ontology to be able to deduct them. There are some issues within current implementation of VPOS. The application uses the random-access memory of local machine for loading the ontology which could be the cause of scalability issue when ontology size exceeds memory space. Also assuming that each user of VPOS holds her own instance of application it might result into maintainability issues such as inconsistency between ontologies of different users and waste of computational resources. This thesis project is about to find some practical solutions to solve the issues of current implementation, first by upgrading the architecture of application using new framework to address scalability issue and then moving to cloud addressing maintainability issues. The final production of this thesis project would be Cloud-VPOS which is an application made to deal with semantic web mechanisms and function over cloud plat-form. Cloud-VPOS would be an application where semantic web meets cloud computing by employing semantic web mechanisms as cloud services. / ebbits project (Enabling business-based Internet of Things and Services)

The main goal of the thesis is to analyze and evaluate awareness and consumer perception of private labels, consumer attitudes towards them and the influence of private labels on consumer buying decisions. The aim is to find out what is the difference in the perception of national brands versus private brands of selected chain stores, including the extent and frequency of private label goods in the shopping baskets of consumers. The first part is devoted to theoretical perspective of brands, private labels and marketing research. The following part is focused on specific private brands and supply analysis of these brands in the Czech Republic. The third and crucial part of the work itself is dedicated to the marketing research and detailed interpretation of the results.

This diploma thesis examines the current communication strategy in a company which is doing an on-line business. It lists recommendations, how this strategy should be changed. It shows communication strategy, communication mix, Internet marketing and on-line business in the theoretical part. In the practical part is a description of communication strategy on a specific company CuteShop s.r.o. Survey was carried out in the practical part to examine the customers opinions about the used communications strategy. At the end of this diploma thesis are all the recommendations, how should the company make the communication strategy better to attract more costumers.

In this diploma thesis at the first part I will discuss the creation of a business plan for an online store with fashion. This means that I will draft the characteristics of business opportunities, determine the objective of the business plan, analyze the market and competition and create marketing and financial plan together with a timetable for implementation of the project. The second part of this work will focus on the legal aspect of doing business online. So I define the rights and obligations for the establishment of electronic commerce, mention consumer protection according to current legislation and especially describe cooperation with foreign suppliers.

Thesis deals with systems for customer relationship management (CRM) and possibility of their expansion and extension using technologies of Business Intelligence (BI). The work focuses on a specific part of CRM - the so-called "analytical CRM" (aCRM). aCRM is examined comprehensively, i.e. in the whole range - from its history and reasons for use, through the problematic relations to other areas of business intelligence. Specification and realization of example aCRM using BI technology is included.

This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.

O setor varejista vem passando por profundas mudanças com o intuito de se adequar a uma realidade cada vez mais competitiva, e os serviços vêm ocupando lugares de destaque por sua contribuição no processo de agregar valores aos consumidores. A satisfação dos consumidores em relação a esses serviços também é fundamental para que os varejistas alcancem suas realizações. Assim, torna-se essencial entender como certos conceitos como a qualidade do serviço e a imagem da loja influenciam na formação da satisfação desses consumidores. Embora existam muitas pesquisas relacionadas a esses conceitos, pouco se tem estudado sobre a relação entre eles. Esses estudos se tornam ainda mais raros quando inseridos no contexto dos serviços automotivos ainda que este represente um setor em desenvolvimento. A importância do setor automotivo e dos relacionamentos entre os conceitos acima mencionados foram estímulos para o objetivo deste trabalho que foi analisar o papel da qualidade do serviço e da imagem da loja na satisfação dos consumidores de serviços automotivos. Para que esse objetivo pudesse ser alcançado, foram realizadas revisões da literatura sobre a qualidade dos serviços, a imagem da loja, a satisfação dos consumidores, o setor automobilístico no Brasil e a relação entre a satisfação dos consumidores, a qualidade dos serviços e a imagem da loja. A pesquisa de campo foi realizada em duas etapas: num primeiro momento, foram coletados dados através da aplicação de questionários enviados por correio eletrônico e também aplicados a estudantes de graduação. Para a confirmação desses dados, realizou-se um grupo focado com consumidores de serviços automotivos. Os resultados obtidos demonstraram que, além dos aspectos da qualidade do serviço, os aspectos relacionados à imagem da loja também desempenham um importante papel na formação da satisfação dos consumidores de serviços automotivos. / The retail store has been going through deep changes in order to fit into a reality which is becoming more and more competitive, and the services have been more important to add value to consumers. Consumer satisfaction related to these services is also fundamental for retailers to reach their goals. Therefore, it is essential to understand how certain concepts such as service quality and retail store image influence consumer satisfaction building. Even though there are many researches related to these concepts, there are few studies about their relationship. These studies are even more rare when it comes to the automotive service context, yet it is a developing sector. The importance of the automotive sector and the relationship between the concepts mentioned before led to the objective of this dissertation which is to analyze the service quality role and the retail store image role in the process of consumers satisfaction building related to automotive services. In order to achieve this goal, a literature review about service quality, store retail image, consumer satisfaction, the automotive sector in Brazil, and the relationship among consumer satisfaction, service quality, and retail store image was made. The research was divided in two steps: questionnaires were both sent by E-mail and also answered by undergraduate students. To confirm these data, a focused group of automotive service consumers was formed. The results showed that not only the service quality aspect but also the retail store image aspects have an important role in the process of building consumers satisfaction related to automotive services.

Background/Problematization: Many purchase decisions are made in-store and one wayof influencing the decision making process is through signs. Signs are said to drawattention to the product on which they are placed and result in increased sales. Sale signsare widely used to influence purchase decisions, but are there other types of signs that canimpact the purchase decision? Recommendations have also shown to affect consumer’spurchase decisions. However, most of the research within the subject have been done on thepower of social influences from friends and family, e.g. strong-tie relationships. Howrecommendations from experts (e.g. weak-tie relationships) can influence purchases is lessresearched, especially which type of recommendation sign have the most effect. Purpose: The purpose is to examine and map how different types of signs on shelvesrelated to staff recommendations for specific products affect their sales. Method: The scientific approach of the study is deductive and the corresponding researchmethod is a quantitative study with an experimental design and a descriptive focus. Anexperiment was executed in a supermarket on 28 products to test stimuli with differentlevels of information concerning staff recommendations with the use of signs. Result/Conclusion: The result showed only one stimuli to have significantly increasedsales. The stimuli consisted of adding a name of a specific staff member to therecommendation sign. The increase in sales might however have been caused by otherfactors than the applied sign as the outbreak of Covid-19 resulted in changed consumerbehavior at the time of the experiment. The results showed that no significant differences insales could be seen according to the number of alternatives each product had. This mighthowever be a result of the tampered data caused by the changed consumer behavior.