Koncepti stvaranja dodane vrijednosti proizvoda iz drva u svrhu ostvarivanja marketinških aktivnosti na međunarodnom tržištu

master's thesis

• Title (english): Concepts of creating added value of wooden products in achieving international marketing activities
• Author: Jelena Obranković
• Mentor: Andreja Pirc Barčić (mentor)
• Committee member: Andreja Pirc Barčić (predsjednik povjerenstva)
• Committee member: Darko Motik (član povjerenstva)
• Committee member: Danijela Domljan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Forestry and Wood Technology; (Institute of Production Organisation); Zagreb
• Defense date and country: 2022-09-09, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Wood Technology

Abstract

Cilj je ovog diplomskog rada bio istražiti koncepte stvaranja dodane vrijednosti proizvoda na primjeru opremanja interijera proizvodima iz drva u svrhu ostvarivanja marketinških aktivnosti na međunarodnom tržištu. Analiza rezultata koji su dobiveni istraživanjem putem anketnog upitnika upućuje na to da je korisnicima luksuznog smještaja za odmor najbitniji čimbenik, koji utječe na njihov odabir prostora za odmor, upravo dizajn interijera i zanimljiva arhitektura luksuzne kuće za odmor. Najvažniji materijal pri opremanju i uređenju interijera vlasnicima nekretnina za najam predstavlja masivno drvo te im je najbitnija kvaliteta proizvoda, a zatim njihov dizajn. Na temelju istraženih primjera opremanja interijera i eksterijera prostora za odmor u Republici Hrvatskoj i na međunarodnom tržištu, kao i provedenog prikupljanja podataka putem anketnog upitnika, možemo zaključiti da je opremanje interijera i eksterijera pomno odabranim proizvodima iz drva i drvnih materijala uistinu kvalitetan alat stvaranja dodane vrijednosti same nekretnine, a podizanjem razine kvalitete samih proizvoda stvaraju se izvanredni proizvodi koji nadilaze očekivanja korisnika i pozitivno utječu na ostvarivanje marketinških aktivnosti na međunarodnom turističkom tržištu.

Abstract (english)

Abstract: The aim of this master's thesis was to investigate the concepts of creating added value of wooden products on the example of interior furnishing, for the purpose of achieving marketing activities in the international market. The analysis of the results obtained through the questionnaire survey indicates that the most important factor for the users of luxury vacation accommodation, which influences their choice of vacation accommodation, is the interior design and interesting architecture of the luxury vacation home. Solid wood is the most important material for furnishing and interior decoration for rental property owners, and the most important thing for them is the quality of the products, followed by their design. Based on researched examples of furnishing the interior and exterior of vacation accommodations in the Republic of Croatia and on the international market, as well as the collected data through a questionnaire survey, we can conclude that furnishing the interior and exterior with carefully selected products made of wood and wooden materials is a truly high-quality tool for creating added value of the real estate itself, and by raising the quality level of the products, extraordinary products are created that exceed the expectations of users and have a positive effect on achieving marketing activities on the international tourism market.

• Keywords: Dodana vrijednost; proizvodi iz drva; marketinške aktivnosti; međunarodno tržište
• Keywords (english): Added value; wooden products; marketing activities; international market
• Language: croatian
• URN:NBN: urn:nbn:hr:108:945168
• Study programme: Title: Wood Technology Processes; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka drvne tehnologije (magistar/magistra inženjer/inženjerka drvne tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-11-09 11:42:08