professional thesis
Značaj trgovinske funkcije informiranja potrošača u distribuciji proizvoda solarne energije

Luka Wilhelm (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Metadata
TitleZnačaj trgovinske funkcije informiranja potrošača u distribuciji proizvoda solarne energije
AuthorLuka Wilhelm
Mentor(s)Davor Dujak (thesis advisor)
Abstract
Glavni cilj ovoga rada je pokušati pronaći rješenja za glavne probleme koji koče razvoj hrvatskog tržišta solarne opreme. Trgovina, kroz svoju funkciju informiranja potrošača predstavlja odgovor za najveću prepreku boljim poslovnim rezultatima: neinformiranost građana o solarnoj energiji. U radu se analizira značaj trgovine, njena uloga u gospodarstvu te se obrađuju funkcije trgovine sa posebnim naglaskom na procese prenošenja informacija o proizvodima prema potrošačima. Detaljno se analizira hrvatsko tržište solarne energije kroz vrste tvrtki koje postoje na tržištu (proizvođačke tvrtke, specijalizirane tvrtke za trgovinu solarnom opremom, tvrtke koje uz solarnu opremu prodaju i druge proizvode), najvažnije dobavljače, cijene i najvažnije elemente ponude. Ističe se tržišni lider i ponuda male solarne elektrane „ključ u ruke“, kao važna novost na hrvatskom tržištu, koja kupcima bitno olakšava i pojednostavljuje ulaganje u solarnu energiju. Prikazuje se kompleksna procedura kroz koju ulagač mora proći da bi dobio sve dozvole za korištenje solarne opreme, te opcije koje su mu na raspolaganju u tome procesu. Daju se osnove obnovljivih izvora energije koje su iskoristive u Republici Hrvatskoj, uz posebni naglasak na solarnu energiju. Prikazuje se opčenita situacija u proizvodnji solarne energije u Europskoj Uniji sa naglaskom na direktive Europske Komisije u vezi budućnosti obnovljivih izvora energije u Europi. Marketing je najmoćnije oružje za prenošenje informacija kupcima, a kada je riječ o solarnoj opremi, tvrtke se trebaju usredotočiti na osobnu prodaju, prezentacije i menadžment odnosa sa potrošačima. Edukacija o obnovljivim izvorima energije će produbiti interes građana za okoliš i razviti ljubav prema prirodi. Na kraju se empirijskim istraživanjem ispituje informiranost hrvatskih građana o solarnoj energiji te trenutno stanje na tržištu solarne opreme, nakon čega se prezentiraju moguća rješenja za probleme koje koće razvoj tržišta .
Committee MembersDavor Dujak (committee chairperson)
Drago Ružić (committee member)
Sunčica Oberman Peterka (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelpostgraduate specialist
Study programmePostgraduate Specialist Study Marketing Special areas
Academic title abbreviationmag. spec.
Genreprofessional thesis
Language Croatian
Defense date2016-06-03
Parallel abstract (English)
The main objective of this paper is to try to find solutions to the main problems that hinder the development of the Croatian market of solar energy. Trade, through its function of informing the consumers is the solution to the biggest obstacle to having better business results, which is poor knowledge of most citizens about solar energy. The paper shows the importance of trade, its role in the economy and presents the functions of trade with special emphasis on the proces of transfering information about products to the consumers. The Croatian market of solar equipment is analyzed in detail by showing the types of companies that exist in the market (manufacturing companies, specialized companies that trade solar equipment only, companies that alongside solar equipment sale other products), by showing the main suppliers, product prices, and the most important elements of the offer. The emphasis is on the market leader and on the proposal of a small solar power plant called "key in hand", as an important contribution to the Croatian market, which significantly facilitates and simplifies the investment in solar energy for the customers. This paper shows the complex procedure an investor has to go through to get all the licences required to use solar equipment , and the options that are available to him in that proces. The foundations of renewable energy sources which are usable in the Republic of Croatia are given, with special emphasis on solar energy. The overall situation of solar energy production in the European Union is also covered, with emphasis on the directives given by the European Comission about the future of renewable energy resources. Marketing is the most powerful tool for disseminating information to the consumers, but when it comes to solar equipment, companies should focus on one-to-one marketing, presentations and customer relationship management. Education on renewable energy sources will deepen public interest in the environment and develop a love for nature. An empirical research examines the awareness of Croatian citizens about solar energy and the current state of the market of solar equipment. At the end, possible solutions are given to the problems that are inhibiting the Crotian market of solar energy.
Parallel keywords (Croatian)tržište solarne energije i opreme u Republici Hrvatskoj i EU obnovljivi izvori energije
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
NoteKljučne riječi izdvojio knjižničar
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:624774
CommitterGordana Kradijan