Haku
Viitteet 2401-2410 / 2981
Artistibrändin lanseeraaminen ja markkinointi
(Laurea-ammattikorkeakoulu, 2012)
Tämän opinnäytetyön tarkoituksena on kartoittaa mahdollisimman perusteellisesti musiikkiartistin brändäystä sekä musiikin markkinointia nimenomaan artistibrändin lanseeraamisen näkökulmasta. Keskeisimpinä tutkimuskysymyksinä ovat: Miten ja mistä artistin brändi muodostuu, miten artisti tuodaan Suomen musiikkimarkkinoille ja miten artistin mainetta sekä tunnettuutta kasvatetaan promootion keinoin. Tutkimuskysymysten sana miten kertoo nimenomaan siitä, että työssä paneudutaan käytännön toimenpiteisiin sekä käydään läpi artistibrändin muodostumista käytännönläheisellä tasolla. Tarkoituksena on selvittää brändin rakennuspalikoiden suhteita toisiinsa sekä muodostaa artistibrändin lanseeraamistoimenpiteistä selkeä ja kattava kuva. Työssä käytetään teoreettisena viitekehyksenä pääasiallisesti lanseerausmarkkinoinnin käsitteitä sekä brändiajattelun ja maineenhallinnan termejä.
Opinnäyte voidaan jakaa karkeasti kolmeen osaan. Työn alussa tehdään katsaus Suomen musiikkiteollisuuden tämän hetkiseen tilanteeseen, markkinakenttään ja musiikin jakelukanaviin. Tämän jälkeen tutustutaan teoria-aineistoon, lanseerausmarkkinointiin, brändiajatteluun ja imagon ja maineen käsitteisiin. Seuraavassa osiossa tarkastellaan artistin menestyksen edellytyksiä sekä sitä, mitä artistin taustajoukoissa joudutaan pohtimaan jo hyvissä ajoin ennen varsinaisen materiaalin eli musiikin työstämistä ja markkinoille tuomista. Kolmannessa osiossa tutkitaan varsinaisen musiikin julkaisun aikaisia ja sen jälkeen tapahtuvia toimia. Pohditaan muun muassa levy-yhtiöiden mediastrategioita ja mediasuhteiden tärkeyttä artistin urakehityksen kannalta ja tutustutaan erilaisten joukkoviestimien tarjoamiin toimintamahdollisuuksiin. Myös maineen ja imagon hallinnan merkitys artistin menestykselle huomioidaan.
Tutkimuksessa käytettiin laadullisia menetelmiä ja haastateltiin musiikkialalla kauan toimineita ammattilaisia. Myös opinnäytetyön laatijan omakohtainen kokemus alalla työskentelystä toimi ”hiljaisena tietoaineistona”. Työssä peilataan teoreettisten materiaalien aineistoa syvähaastatteluista saatuihin käytännön toimintaperiaatteisiin. Tutkimuksen tuloksista kävi ilmi, ettei brändiajattelun implementointi musiikkialan kaltaiselle intuitiiviselle alalle ole kivutonta, vaan brändi käsitteenä pidetään keskusteluissa hyvinkin tarkasti rivien välissä ja nostetaan esiin vain valikoiduissa yhteyksissä.
Tuloksista kävi niin ikään ilmi, että uusien sähköisten jakelukanavien tulo kuluttajien arkipäivään on muuttanut jakelukanavien dynamiikkaa ja näin ollen vaikuttanut huomattavasti kuluttajien tapaan kuluttaa musiikkia. Vaikka tämä ei sinällään ole vaikuttanut millään tavalla levy-yhtiöiden sisäisiin perustoimintaperiaatteisiin tai musiikin tekemiseen, on jakelukanavakentän muutos hyvä tiedostaa, jotta kuluttajien ja artistin rajapinta onnistutaan pitämään mahdollisimman kuluttajaystävällisenä....
of a record company and to recognize the factors that enable artist to succeed in the music business. This thesis will also pay attention to media and its significance to raising conspicuousness of an artist as well as controlling their reputation...
of a record company and to recognize the factors that enable artist to succeed in the music business. This thesis will also pay attention to media and its significance to raising conspicuousness of an artist as well as controlling their reputation...
Palvelujen kehittäminen asiakasrajapinnassa - Case: Henkivakuutusyhtiö
(Laurea-ammattikorkeakoulu, 2012)
Palvelunäkökulman ymmärtäminen nykypäivän liike-elämässä on entistä tärkeämpi tekijä yrityksen menestyksen ja kilpailukyvyn kannalta. Tämän opinnäytetyön tarkoituksena oli tutkia palvelujen kehittämisen tarpeita ja mahdollisuuksia tulevaisuuden...
Service Development at the customer interface: a case study of a Life Insurance company Being able to understand the service perspective in today’s business world is an increasingly important factor in business success and competitiveness. The purpose of this thesis was to examine the needs and opportunities of service development for life insurance against future risk. Life insurance is a form of protection against financial loss due to life and bodily injuries. This thesis was commissioned by one of Finland's largest insurance companies, which is also the place of employment of the author. The theoretical framework of the thesis is based on a discussion of relevant concepts from the finance and insurance sector, and focuses on the service perspective of Christian Gröönroos. In addition, the connection between customer-oriented sales and image marketing related to customer satisfaction are examined. Empirical research was conducted for the thesis through a qualitative case study. The practical research interviews were conducted for five of the company’s personnel specialists that worked at the customer interface. The aim was to determine the main development needs for business customers in particular as viewed through the experiences of the interviewees. On the basis of the research results it can be concluded that it is not easy for a company to adopt a service perspective and use service development because the service perspective is the sum of many factors. The company has to use long-term business planning, a deep understanding of customer experiences and innovative solutions in order to be able to combine the service perspective with customer-oriented sales....
Service Development at the customer interface: a case study of a Life Insurance company Being able to understand the service perspective in today’s business world is an increasingly important factor in business success and competitiveness. The purpose of this thesis was to examine the needs and opportunities of service development for life insurance against future risk. Life insurance is a form of protection against financial loss due to life and bodily injuries. This thesis was commissioned by one of Finland's largest insurance companies, which is also the place of employment of the author. The theoretical framework of the thesis is based on a discussion of relevant concepts from the finance and insurance sector, and focuses on the service perspective of Christian Gröönroos. In addition, the connection between customer-oriented sales and image marketing related to customer satisfaction are examined. Empirical research was conducted for the thesis through a qualitative case study. The practical research interviews were conducted for five of the company’s personnel specialists that worked at the customer interface. The aim was to determine the main development needs for business customers in particular as viewed through the experiences of the interviewees. On the basis of the research results it can be concluded that it is not easy for a company to adopt a service perspective and use service development because the service perspective is the sum of many factors. The company has to use long-term business planning, a deep understanding of customer experiences and innovative solutions in order to be able to combine the service perspective with customer-oriented sales....
Sähköinen valtakirja osaksi sujuvaa korvauskäsittelyä
(Laurea-ammattikorkeakoulu, 2012)
Tämän opinnäytetyön tarkoituksena oli selvittää juridisesti pätevän sähköisen valtakirjan oikeudellisia ja teknisiä vaatimuksia. Työssä selvitettävien tietojen perusteella toteutettiin lopuksi raportti henkilökorvausosastolle tarkempia teknisiä...
Electronic warrant of attorney as a part of fluent claims management The purpose of this thesis was to define the juridical and technical requirements of a legally valid electronic warrant of attorney. Based on the data collected during the work, a report was made for the department of personal claims for more precise technical specifications. Medical reports related to the client’s injury are needed daily at the department of claims for defining the liability of the company, and making the decision for the amount of compensation. Since it can sometimes be hard to acquire the needed data from an institution, an electronic warrant of attorney would enable the insurance company to request the necessary data instead. Approximately 70-80% of all compensation application forms filled in in the Internet is made via the If Folder of the client, which requires logging in using one’s bank credentials or a mobile verification. When a client logs in to the service using one of the aforementioned ways, they will be operating as verified. With some alterations made to the compensation form, the client could make an authorization, which would submit the information of verification (a timestamp and a sessionID). With these identifiers the data on the authorizing person could be examined very thoroughly and the warrant would meet all its juridical requirements. When addressing personal details, the special demands are to be noticed, such as what is being regulated for handling delicate information and data acquirement. When scrutinizing the validity of the warrant, the prerequisites for authorization and the requirements of the contents of the contractual warrant are to be regarded. In my work I used interviewing as a method of qualitative research. The interviews gave me information mainly on the technical prerequisites and possibilities. Furthermore a traditional juridical approach has been used in the work. As my juridical sources I have used preliminary work on laws, juridical literature, EU-directives on the protection of personal data and the website of the Finnish Communications Regulatory Authority (FICORA)....
Electronic warrant of attorney as a part of fluent claims management The purpose of this thesis was to define the juridical and technical requirements of a legally valid electronic warrant of attorney. Based on the data collected during the work, a report was made for the department of personal claims for more precise technical specifications. Medical reports related to the client’s injury are needed daily at the department of claims for defining the liability of the company, and making the decision for the amount of compensation. Since it can sometimes be hard to acquire the needed data from an institution, an electronic warrant of attorney would enable the insurance company to request the necessary data instead. Approximately 70-80% of all compensation application forms filled in in the Internet is made via the If Folder of the client, which requires logging in using one’s bank credentials or a mobile verification. When a client logs in to the service using one of the aforementioned ways, they will be operating as verified. With some alterations made to the compensation form, the client could make an authorization, which would submit the information of verification (a timestamp and a sessionID). With these identifiers the data on the authorizing person could be examined very thoroughly and the warrant would meet all its juridical requirements. When addressing personal details, the special demands are to be noticed, such as what is being regulated for handling delicate information and data acquirement. When scrutinizing the validity of the warrant, the prerequisites for authorization and the requirements of the contents of the contractual warrant are to be regarded. In my work I used interviewing as a method of qualitative research. The interviews gave me information mainly on the technical prerequisites and possibilities. Furthermore a traditional juridical approach has been used in the work. As my juridical sources I have used preliminary work on laws, juridical literature, EU-directives on the protection of personal data and the website of the Finnish Communications Regulatory Authority (FICORA)....
Sosiaalisen median ja hakukoneoptimoinnin hyödyntäminen markkinoinnissa
(Laurea-ammattikorkeakoulu, 2012)
Toimeksiantajana opinnäytetyölleni toimii suomalainen hotelli- ja ravintolakonserni Palace Kämp Group Oy. Opinnäytetyössä tutkittiin miten hakukoneoptimointia ja sosiaalista mediaa tulisi käyttää Palace Kämp Groupin muun markkinoinnin tukena...
Asiakastietojärjestelmän entistä tehokkaampi hyödyntäminen asiakkuudenhallinnan ja markkinoinnin tukemiseen : -Case Matkatoimisto Tournee
(Laurea-ammattikorkeakoulu, 2012)
Tämä työelämälähtöinen toimintatutkimus toteutettiin kehittämishankkeena matkatoimisto Tourneelle. Aihealueena oli asiakastietojärjestelmä, asiakastietokanta sekä niiden suhde asiakastietojen käsittelyyn ja markkinointiin. Tutkimuksen tarkoituksena...
This activity analysis was carried out as a development project for the travel agency Tournee. The subject of the study was the company´s customer information system and customer database, and their relation to the marketing process and the handling of customer information. The purpose of the study was to clarify if there was a good basis for supporting both customership control and marketing through the more efficient utilizing of the customer information system. It was also important to clarify the possibilities for managing customer information offered by the Winres software that is in use at the travel agency. The theoretical framework of this study is based on information drawn from the relevant literature and contains a discussion of different perspectives of customer databases, customer information systems, customership control, segmentation and customer relationship marketing. The purpose of the theory is to give the travel agency and readers a clear picture of the possibilities for utilizing customer information systems in order to support customership control and marketing. The structure of this dissertation is that of an activity analysis. Qualitative methods were used to gather information which consisted of interviews with inquiries made to professionals of the field. The report consists of five main parts: an introduction, theoretical frame of reference, research methods, empirical study and conclusions with recommendations for developing operations. The collected information was gathered to apply for the use of customer information systems. The theory shows that customer orientation and the value of customers have become essential to the management culture of modern companies. In order to carry out customer orientation, companies need a flexible and user-friendly system support for the customership control. Advanced use of the customer database gives the opportunity to focus marketing communication directly on selected customers. A good customer database and its consistent use are a precondition for efficient customer relationship marketing and for the management of key customer affairs. The results of the study indicate that Tournee has not utilized the full potential which Winres´s customer information system offers. However, the travel agency recognizes its functions and the possibility to develop. When existing opportunities have been clarified, it will be possible for Tournee to carry out a suitable action plan. The responses given by the professionals clearly indicate the potential benefits offered by the Winres Software and highlight the areas worth taking into consideration as the company plans to develop its more efficient use....
This activity analysis was carried out as a development project for the travel agency Tournee. The subject of the study was the company´s customer information system and customer database, and their relation to the marketing process and the handling of customer information. The purpose of the study was to clarify if there was a good basis for supporting both customership control and marketing through the more efficient utilizing of the customer information system. It was also important to clarify the possibilities for managing customer information offered by the Winres software that is in use at the travel agency. The theoretical framework of this study is based on information drawn from the relevant literature and contains a discussion of different perspectives of customer databases, customer information systems, customership control, segmentation and customer relationship marketing. The purpose of the theory is to give the travel agency and readers a clear picture of the possibilities for utilizing customer information systems in order to support customership control and marketing. The structure of this dissertation is that of an activity analysis. Qualitative methods were used to gather information which consisted of interviews with inquiries made to professionals of the field. The report consists of five main parts: an introduction, theoretical frame of reference, research methods, empirical study and conclusions with recommendations for developing operations. The collected information was gathered to apply for the use of customer information systems. The theory shows that customer orientation and the value of customers have become essential to the management culture of modern companies. In order to carry out customer orientation, companies need a flexible and user-friendly system support for the customership control. Advanced use of the customer database gives the opportunity to focus marketing communication directly on selected customers. A good customer database and its consistent use are a precondition for efficient customer relationship marketing and for the management of key customer affairs. The results of the study indicate that Tournee has not utilized the full potential which Winres´s customer information system offers. However, the travel agency recognizes its functions and the possibility to develop. When existing opportunities have been clarified, it will be possible for Tournee to carry out a suitable action plan. The responses given by the professionals clearly indicate the potential benefits offered by the Winres Software and highlight the areas worth taking into consideration as the company plans to develop its more efficient use....
Verenottopussin logistiikka taloudellisesta näkökulmasta - Case: Veripalvelu
(Laurea-ammattikorkeakoulu, 2012)
Tämän opinnäytetyön tarkoituksena on kuvata Veripalvelun materiaalivaraston päänimikettä eli verenottopussia ja sen logistiikkaa taloudellisesta näkökulmasta. Tarkoituksena on selvittää päänimikkeestä aiheutuvat välilliset kustannukset, sekä kuvata verenottopussin liikeprosessia sekä fyysisesti että kirjanpidollisesti. Tavoitteena tutkimuksessa on selvittää, minkälaisia välillisiä kustannuksia päänimikkeestä syntyy Veripalvelulle, sekä vertailla kustannusten tasoa tunnuslukujen avulla ajallisesti ja toimialakohtaisesti.
Käytännössä perehdyin ensiksi logistiikan ja taloushallinnon teoriaan, minkä pohjalta laadin alustavan projektisuunnitelman verenottopussin kuvaamisesta taloudellisesta näkökulmasta. Projektin edetessä muokkasin suunnitelmaa niin, että kaikki verenottopussiin liittyvät näkökulmat taloudelliselta kannalta tulisi mukaan tarkasteluun. Kun suunnitelma oli valmis, haastattelin vielä yrityksen logistiikan sekä taloushallinnon asiantuntijoita. Haastattelujen tuloksena selvisi Veripalvelun tapa suorittaa verenottopussiin liittyviä hankinta- ja varastointiprosesseja sekä niistä aiheutuvia kustannuksia. Näitä verrattiin kirjallisuudessa kuvattuihin käytäntöihin.
Projektin edetessä selvisi, että logistiikan kustannusvaikutuksia on monia erilaisia ja niitä voidaan havaita Veripalvelun jokaisella osa-alueella.
Projektin onnistumisen kannalta oli tärkeää, että projektin tarkoitus ja tavoitteet olivat alusta asti selkeitä niin tekijälle kuin tutkittavalle yrityksellekin. Projektin seurannan tärkeyttä ei myöskään voitu korostaa tarpeeksi, jotta olisi mahdollista saada kokoon johdonmukainen, vain tutkimuksen aihetta käsittelevä, onnistunut kokonaisuus. Koska projekti toteutettiin osin haastatteluiden avulla, oli tärkeää, että haastattelija ymmärsi tutkittavaa aihetta riittävästi jo ennen haastatteluja. Oleellista oli myös se, että aikataulu laadittiin yhdessä yrityksen projektiin liittyvien henkilöiden kanssa. Näin varmistuttiin siitä, että he olivat aina tarvittaessa tavoitettavissa.
Projekti oli kaiken kaikkiaan onnistunut kokonaisuus. Veripalvelun asiantuntijat olivat erittäin avuliaita ja yhteistyökykyisiä. Opinnäytetyöstä tuli johdonmukainen, helposti ymmärrettävä ja sen tarkoitus ja tavoite saatiin toteutettua....
be included in the fi-nal thesis. In addition, interviews with experts from the logistics and accounting departments of the Finnish Red Cross Blood Service were conducted. As a result of the interviews infor-mation was obtained regarding the methods employed...
be included in the fi-nal thesis. In addition, interviews with experts from the logistics and accounting departments of the Finnish Red Cross Blood Service were conducted. As a result of the interviews infor-mation was obtained regarding the methods employed...
Markkinatutkimus : Case: Webisti Oy
(Laurea-ammattikorkeakoulu, 2012)
Opinnäytetyön aiheena oli markkinatutkimus Webisti Oy:lle, joka on lanseeraamassa uutta kotisivujenluontipalvelua nimeltään TeeKoTM-kotisivustudio. Tutkimuksessa selvitettiin TeeKoTM-kotisivustudion kilpailijat ja tutkittiin ...
Laman syyt ja seuraukset Argentiinassa 2001-2002 ja Suomessa 1990-luvulla
(Laurea-ammattikorkeakoulu, 2012)
Opinnäytetyön tarkoitus oli saada lisää tietoa kansantalouden ilmiöistä. Argentiinan talouskriisi 2001-2002 ja Suomen lama 1990-luvulla valittiin tutkittaviksi tapahtumiksi opintojen ja kiinnostuksen pohjalta.
Työ ...
Markkinatutkimus: ulkomaisen luomuoluen markkinat Suomessa
(Laurea-ammattikorkeakoulu, 2012)
Tämän opinnäytetyön tarkoitus oli suorittaa markkinatutkimus ulkomaisen luomuoluen markkinoista. Tutkimus keskittyi neljään osa-alueeseen: toimintaympäristöön, asiakkaisiin, kilpailutilanteeseen ja markkinoiden kehityssuuntaan ...
Markkinointisuunnitelma- palveluyritys X
(Laurea-ammattikorkeakoulu, 2012)
Tämä opinnäytetyö tehtiin hierojayrittäjälle. Yrityksen suurimpia ongelmia oli tunnettuuden pienuus ja asiakkaiden vähyys. Tästä syystä päätimme yhdessä yrittäjän kanssa, että markki-nointisuunnitelmasta olisi eniten hyötyä yritykselle. Opinnäytetyö...
This thesis was commissioned by a massage entrepreneur. As the company perceived its most significant challenges to be lack of recognition and insufficient customers, it was decided that a marketing plan would benefit the company the most. The thesis consists of a theoretical section, a research section and a functional section. In the theoretical section the concepts of marketing plan and service marketing are discussed. A Marketing plan includes a situation analysis, which consists of several methods of analysis, such as customer analysis, competition analysis, PESTE (political, economical, social, technological and ecological) analysis and SWOT (strengths, weaknesses, opportunities, threats) analysis. A related concept is the marketing mix which includes such factors as personal selling, advertising, promotion and public relations. In the functional section a marketing plan was prepared for the company. The plan included a situation analysis and marketing mix. The SWOT analysis summarizes the main points of the sit-uation analysis. The most important conclusions were that despite the recession and its low market budget the company can succeed by distinguishing itself from its competitors through personal training service and excellent customer service. A qualitative method was used in the research. Research data was collected through interviews and benchmarking. The target company’s entrepreneur and one other massage entrepreneur were interviewed for the study. Questions in the interviews concerned basic information about the company, service marketing and the industry. After the interviews the companies’ policies and especially marketing activities were compared. The conclusions were that the entrepreneur should focus on marketing to stimulate the company’s growth and success. The biggest differences between the two entrepreneurs were in the areas of personal selling and marketing focus and planning. The target company’s entrepreneur has not invested sufficiently in marketing and planning it, while the other entrepreneur had acquired a lot of new customers by conducting marketing campaigns and personally selling the service. The development proposal offered to the entrepreneur is a simple plan which is easy to carry out following the instructions which are based on the conclusion that the entrepreneur should focus more on personal selling and advertising. In particular, the entrepreneur should prepare adequately for the selling situation and provide satisfactory customer service. From the perspective of advertising, it was recommended that the company distribute flyers and advertise through its Facebook page. A follow-up chart was also created which is intended to help the entrepreneur, whose help entrepreneur monitor the number of weekly customers. The effect of different marketing actions on the number of customers and visitors at company’s homepage can also be monitored using the follow-up chart....
This thesis was commissioned by a massage entrepreneur. As the company perceived its most significant challenges to be lack of recognition and insufficient customers, it was decided that a marketing plan would benefit the company the most. The thesis consists of a theoretical section, a research section and a functional section. In the theoretical section the concepts of marketing plan and service marketing are discussed. A Marketing plan includes a situation analysis, which consists of several methods of analysis, such as customer analysis, competition analysis, PESTE (political, economical, social, technological and ecological) analysis and SWOT (strengths, weaknesses, opportunities, threats) analysis. A related concept is the marketing mix which includes such factors as personal selling, advertising, promotion and public relations. In the functional section a marketing plan was prepared for the company. The plan included a situation analysis and marketing mix. The SWOT analysis summarizes the main points of the sit-uation analysis. The most important conclusions were that despite the recession and its low market budget the company can succeed by distinguishing itself from its competitors through personal training service and excellent customer service. A qualitative method was used in the research. Research data was collected through interviews and benchmarking. The target company’s entrepreneur and one other massage entrepreneur were interviewed for the study. Questions in the interviews concerned basic information about the company, service marketing and the industry. After the interviews the companies’ policies and especially marketing activities were compared. The conclusions were that the entrepreneur should focus on marketing to stimulate the company’s growth and success. The biggest differences between the two entrepreneurs were in the areas of personal selling and marketing focus and planning. The target company’s entrepreneur has not invested sufficiently in marketing and planning it, while the other entrepreneur had acquired a lot of new customers by conducting marketing campaigns and personally selling the service. The development proposal offered to the entrepreneur is a simple plan which is easy to carry out following the instructions which are based on the conclusion that the entrepreneur should focus more on personal selling and advertising. In particular, the entrepreneur should prepare adequately for the selling situation and provide satisfactory customer service. From the perspective of advertising, it was recommended that the company distribute flyers and advertise through its Facebook page. A follow-up chart was also created which is intended to help the entrepreneur, whose help entrepreneur monitor the number of weekly customers. The effect of different marketing actions on the number of customers and visitors at company’s homepage can also be monitored using the follow-up chart....









