undergraduate thesis
STRATEGIJE MARKETINGA U PODUZETNIČKOM GRAĐEVINARSTVU NA PODRUČJU GRADA SPLITA

Maroje Jakovčević (2016)
University of Split
Faculty of economics Split
Metadata
TitleSTRATEGIJE MARKETINGA U PODUZETNIČKOM GRAĐEVINARSTVU NA PODRUČJU GRADA SPLITA : završni rad
AuthorMaroje Jakovčević
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Split kao urbana zona zadovoljava potrebe za stanovanjem od samog svog nastanka prije 1700 godina. Tijekom vremena potrebe za stambenim prostorom su porasle od potreba rezidencijalnog objekta i pratećih struktura do administrativnog i poslovnog središta Hrvatske. Industrijska revolucija i nove tehnologije zadovoljile su potrebe za stanovanjem i pratećom infrastrukturom što je rezultiralo rastom populacije u razdoblju od 1880 do 1990. Prvobitna poduzetnička struktura u stanogradnji u razdoblju od 1945.-1990. zamijenjena je planskom stanogradnjom. Nakon 1990. jača privatna inicijativa i javlja se potreba za kreiranjem jasnih marketinških strategija. U razdoblju nekretninskog balona (1999-2008.) dolazi do profiliranja tržišta, jasnih lidera, izazivača, sljedbenika i tamponera s pripadajućim marketinškim akcijama. Nakon 2008. dolazi do konsolidacije tržišta u kojoj tržišno opstaju lideri i tamponeri dok izazivači i sljedbenici nastoje konkurirati lokacijom i cijenom. Prodaja se obavlja izravno ili putem agencija za nekretnine, a cjenovna konkurencija postaje osnovni oblik sučeljavanja tvrtki na tržištu. Krizu i smanjenje potražnje uvjetuje i limitiranost financiranja (kamate, švicarski franak) kao i depopulacija Splita i migracije u smjeru prigradskih naselja. Nekretnine od materijalnog dobra postaju kombinacija dobra i usluge i traže primjenu novih strategija u marketingu.
KeywordsSplit town planning housing and office space industrially revolution planned residential construction competition marketing strategy crisis in the real estate market
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Studies
Academic title abbreviationuniv. bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
Split as urban zones satisfies the need for housing, since its founding 1700 years ago. Over time, the need for housing grew from the needs of the residential property and support structures to the administrative and business center of Croatian. The industrial revolution and new technologies satisfies the need for housing and related infrastructure, which resulted in the population growth in the period from 1880. to 1990. The original entrepreneurial structure in housing in the period from 1945. to 1990. was replaced by a planned housing construction. After 1990. private initiative begins to rise and there is a need to create a clear marketing strategy. During the real estate bubble (1999.-2008.) comes to profiling market, clear leaders, challengers, followers and tampers with associated marketing campaigns. After 2008. there is a consolidation of the market in which market leaders and tampers survive while challengers and followers are trying to compete with location and price. Sales are conducted directly or through a real estate agency, and administrative price competition becomes a basic form of confrontation for companies in the market. Crisis and reduced demand conditions is also affected by limitations of financing (interest, Swiss franc) as well as depopulation of Split and migration towards the suburbs. Properties of material goods become a combination of goods and services and require the application of new strategies in marketing.
Parallel keywords (Croatian)Split urbanizam stambeni i poslovni prostor industrijska revolucija planska stanogradnja konkurencija strategija marketinga kriza na tržištu nekretnina
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:439402
CommitterIvana Gizdić