crm sap i scrm fb

8/19/2019 CRM SAP I SCRM FB

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UNIVERZITET U BANJA LUCIEKONOMSKI FAKULTET

POSTDIPLOMSKI STUDIJI

PRISTUPNI RADiz predmeta:

ELEKTRONSKO POSLOVANJE Tema:

TRADICIONALNI SAP CRM I SCRM DRUTVENE MRE!E FACEBOOKU MARKETINKIM AKTIVNOSTIMA

KANDIDAT: MENTOR:Ni"#$i%a V&'a%#(i) pr#*+ dr Ve,%aA$e",i)

BROJ INDEKSA:-./011.

Ba%'a L&"a2 *e3r&ar 01-4+


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Pristupni rad-Elektronsko poslovanjeNikolina Vujanović

SADRŽAJ

- UVOD++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++5

0 UPRAVLJANJE ODNOSIMA SA POTROA6IMA++++++++++++++++++++++++++++++++++++++++++++++7

0+- P#'am i de8%i,a%'e CRM9a+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++70+-+- I%tera;i'a CRM & mar"eti%


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1 UVODOd "ra'a 01+ (i'e"a ma,#(%# tr@i ,eme%ata p#,$#(%i> pr#;e,a+ Ka# *raza "#'a ,e #d%#,i&pra(# %a &pra($'a%'e i%di(id&a$iz#(a%im #d%#,#m ,a p#tr#(a)e%

'e CRM izraz2 p#d "#'im ,e & t#m ,mi,$& p#draz&m'e(a'& ,tratei'e i pr#;e,i%a %i(#& ;i'e$# pred&ze)a &,m'ere%i %a #,(a'a%'e %#(i> i pr#d&3$'i(a%'e(eze ,a p#,t#'e)im p#tr#(ati "a# ,#*t(er,"a re r'e%i="#9te>%#$##da%

5TRADICIONALNI SAP CR I SCR DR!"TVENE RE#E $ACE%OO&

! AR&ETIN"&I A&TIVNOSTIA


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za imp$eme%ta;i'& "a"# tradi;i#%a$%# CRM9a ta"# i %'e#(e2 ,a(reme%im&,$#(ima pri$a#e%e (ari'a;i'e SCRM9#m+




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2 UPRAVLJANJE ODNOSIMA SA POTROŠAČIMA

2.1 Pojam i defnianje !RM"aP#'am &pra($'a%'a #d%#,ima , p#tr#,e"t#ra #ra%iza;i'e+ Sta($'a%'e %a$a,"a %a p#,tiza%'e zad#(#$',t(ap#tr#+Raz(#' i


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ma%'e tr#t'e(ima+

2., P*a%)i-na $o)*e(a !RM"a $ma*%e)in/$ )*/o0-%i 'ana&a

ta zapra(# pred,ta($'a CRM "#%;ept2 m#@e ,e i$&,tr#(ati prim'er#m izp#,$#(%e pra",e+ Jeda% #d %a',$i"#(iti'i> prim'era2 ,a "#'im ,e #t#(# ,(i,(a"#d%e(%# ,&,re)em#2 'e,te prim'e%a CRM & ma$#pr#da'%im #3'e"tima2 ap#,e3%# & (e$i"im tr#(a="im a%;ima+Za raz$i"& #d ma$i> mar"eta2 & "#'ima ,e deta$'%# p#z%a'& p#tr#%#$#i'e+ S"#r# ,(i #(i pr#da'%i$a%;i emit&'& "arti;e $#'a$%#,ti p&tem "#'i> d#$aze d# p#data"a #p#tr#&'& p#da;i2 (r


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9 a,#rtima% (e$i"i iz3#r i "#%"&re%t%e ;i'e%e #preme2 >ra%e i "#zmeti"eza d'e;&

9 p#%&da d#dat%i> p##d%#,ti i ,adr@a'a #3ez3ei(a%'e pr#,#tra zaira%'e d'e;e2 &=e,ta$i'e priprema%'e a%ima;i'a za d'e;&2 pr#m#;i'e ,ama,"#tama

9 #prema (e)i 3r#' "#$i;a za "&p#(i%& ,a ,'eda$ima za d'e;&2 p#,ta($'a%'e,am#&,$&@%i> "a,a2 #3ez3'ee%'e 3e,p$at%# i9Fi9 mar"eti% p#r&"a p&tem SMS9a2

e9mai$a i$i dr& mre@a i dr+ J#< deta$'%i'& a%a$iz& i pre;iz%i'e "#ri3i$'e@e%'em "&p#(i%a p#tr# pr#iz(#da2 CRMa&t#matiz#(a%i ,i,tem )e t# p#tr# #(i> i%*#rma;i'a

#3a('e,titi # %#(#m pr#iz(#d&2 %'e#(im pred%#,tima i ;i'e%i2 p&tem e9mai$a2SMS p#r&"e i$i pre"# Ca$$9;e%tra+ Ta"#e2 ,i,tem m#@e #3a('e,titi p#tr#%#$#i'e #m#&)a(a'& da ,e i (e$i"i tr#(a="i,i,temi p&tem CRM9a


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CRM ,#*t(er,"# re &,$&a+

0+7+- Imp$eme%ta;i'a CRM ,#*t(eraImp$eme%ta;i'a CRM ,i,tema iz&zet%# 'e za>t'e(%a2 te 'e p#tre3a% a%a@ma%%a ,(im %i(#ima p#d&ze)a+ Vr$# 'e (a@%# zapamtiti da 'e CRM ,tratei'a2 a %e,am# ,#*t(er+ M%#i t# za3#ra($'a'& te mi,$e da )e "&p#(i%#m CRM ,#*t(eraza(r zap#,e$%i> 'er CRM & ,e3i d#%#,i i(e$i"& pr#m'e%& & rad&+Pr(a *aza imp$eme%ta;i'e CRM ,itema 'e a%a$iza+ U #(#' *azi de8%it'e(i %a teme$'& "#'i> ,e &t(r&'e diza'% ,i,tema"#'i %a'3#$'e #d#(ara za>t'e(ima "#mpa%i'e+ Da"$e2 #da3ir %a'3#$'e ,i,temaza &pra($'a%'e #d%#,ima , p#tr##d id#3it2 te &,p'ep#data"a z%a=a'%i> za #d%#,e ,a p#tr#,#*t(era2 &%apri'edi$i ,& ,(#'e pr#iz(#de & CRM ,#*t(er,"a r'e


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pr#iz(#a=i e9;#mmer;e r'e


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, TRADI!IONALNI !RM SO#TVER"SAP !RM

,.1 Ra40oj %omanije SAP i njeni *oi40odaSAP ,& #,%#(a$i -.0+ #di%e pet#ri;a %e"ada #di%& da%a pr#(e$i raz(i'a'&)i ap$i"a;i'e =i'i 'e ;i$' 3i#da p#dr@e #3rad& p#,$#(%i> p#data"a & rea$%#m (reme%&+ N'i>#( pr(ipr#iz(#d 'e 3i# ,#*t(er,"i pa"et za 8%a,i',"# ra=&%#(#d,t(#+ O(a' ,#*t(er 'epred,ta($'a# 'ezr# #%#a #di%a2 SAP 'e raz(i# ,(#' ,i,tem za &pra($'a%'e 3azamap#data"a data3a,e a%d dia$# ;#%tr#$ ,H,tem2 "#'i )e "a,%i'e %az(ati R/0+O(a' ,i,tem 'e & #,%#(i 3i# ,"&p ap$i"a;i'a za &pra($'a%'e p#,$#(a%'em "#'i ,eiz(r8rmi2 me& "#'ima ,& ICI2 BASF i J#>% Deere+ Raz(#' R/0 ,i,tema #m#&)i# 'e#t(ara%'e prema m&$ti%a;i#%a$%#' 3azi "#ri,%i"a+ SAP 'e p#,(eti# (e$i"&pa@%'& i%ter%a;i#%a$iza;i'i ,(#'i> pr#iz(#da2 t'+ pri$a#a(a%'& (e$i"#m 3r#'&

'ezi"a i (a$&ta2 pri t#m zad#(#$'a(a'&)i raz$i=ite pra(%e %#rme zema$'a iz "#'i>,& p#ti;a$i %'e#(i "#ri,%i;i+ T#"#m #(# peri#da SAP ,e *#"&,ira# %a izrad&ap$i"a;i'a "#'e ,& pr#rameri m#$i da pri$a#a(a'& ta"# da #d#(ara'&i%di(id&a$%im p#tre3ama pred&ze)a "#ri,%i"a+ Te ap$i"a;i'e ,& 3i$e pi,a%e da3&d& *&%";i#%a$%e %eza(i,%# #d m%##3r#'%i> raz$i=iti> 3aza p#data"a ip$at*#rmi #perati(%i> ,i,tema p#d "#'ima 'e tre3a$# da rade+ O(a de;e%i'a,e za(r+ N'e#(e&,$&e & t# (ri'eme p#=i%'& da "#ri,te S>e$$ Oi$2 K#da" i Pr#;t#r am3$e+-+ #di%e "#mpa%i'a ,e p#'a($'&'e i %a N'&'#r


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met#da pri"ri(a%'a "#mp$e",%#,ti %i@i> ,$#'e(a #dree%# pr#3$ema2 da 3i ,e$a"(ati$i (iama2 pr#iz(#d%im #pera;i'ama ipr(e%,t(e%# 'e %am'e%'e%a ma$im pred&ze)ima+SAP %usiness All-in-One Pa.ka1es 9 #(a' pa"et %&di pre"#%8&ri,a%a re't'e(2 "#'e 'e %am'e%'e%# ma$im "#ri,%i;ima+

--TRADICIONALNI SAP CR I SCR DR!"TVENE RE#E $ACE%OO&


Slika 6* SAP proi,vodi


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SAP ta"#e %&di i ,pe;i'a$iz#(a%a re pr#;e,a (i i%d&,tri',"i> ra%a2"#'e %azi(a i%d&,tri',"a r'e#d%# %a(ede%a ERP2PLM2 SCM i SRM SAP9#(a ,#*t(er,"a re#(& #3rad& te izrad& iz('e za , e m e % t a ; i ' &p # t # r < a = a : ,$&=a'a% iz3#r repreze%tati(%e r&pe2 pri,t&p d'e$#(imap#data"a # p#tr#


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7*7*)*6 SAP CR arketin1-reali,a.ijaUpra($'a%'e mar"eti% "ampa%'#m 'e p#,ta$# m%## (i "#m&%i"a;i#%i> "a%a$a2&"$'&=&'&)i tere%,"i rad2 ;a$$ ;e%tar2 pi,ma2 e9mai$2 *a2 I%ter%et+K#%ta"t ,a p#tr# #p;i'a "#'e SAP

CRM pr&@a+7*7*)*7 SAP CR arketin1-kontrola i anali,a eekataU ;i$'& p#tp&%e pr#;'e%e &,p'e "ampa%'a p#tre3%# 'epri"&piti ,(e i%*#rma;i'e "#'e ,e ti=& rea";i'e p#tr#(at%e a$ate za e(a$&a;i'& i preze%ta;i'& ,(i> p#data"a(eza%i> za &,p'e

tra%,a";i'a #d#(ara'&)im ra=&%ima a;;#&%t a,,i%met #3'e;t2 "#'i,i,temat,"i prati pri>#de i ra,>#de (eza%e za mar"eti%#d%i> mar"eti% iz i%*#rma;i'a # #,t(are%im p#,$#(ima2prep#z%a #=e"i(a%'a i @e$'e p#tr##(& pa@%'&+ Za raz$i"& #d %e"ada


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i%*#rma;i#%#m ,i,item& m#&)e 'e "ampa%'e raditi ,mi,$e%i'e te rea$iz#(ati3#$'e rez&$tate+SAP CRM #m#&)a(a pred&ze)& p#tp&%& "#%tr#$& %ad pr#;e,#m "ampa%'e2#d raa%'a ide'e2 d# %'e%# iz(r "#m&%i"a;i#%i> "a%a$a i da pre;iz%i'e m'eri %'i>#(erez&$tate+

U %a,t#'a%'& da p#r&"a ,ti%e d# p#tr#


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#t#(# ,(a"i medi' m#@e 3iti deta$'%i'e de8%i,a%2


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Rez&$tati "ampa%'e m'er$'i(i ,&%a #,%#(& (i& i #3im%#,t #(# rada da$'i deta$'i & (ezi ,a rea$iza;i'#mmar"eti%


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DRUŠTVENA MREŽA #A!E6OO7 7AO !RM SISTEM" SO!IAL!RM

.1 Pojam i defnianje So&ia' !RM"a

I%te%zi(%im raz(#'em i%*#rma;i#%i> te>%#$#i'a i %'i>#(im &(#e%'em &#t#(# ,(e ,*ere @i(#ta2 a p#,e3%# p#,$#(a%'a2 m%#i tradi;i#%a$%ie"#%#m,"i p#'m#(i ,& d#3i$i ,(#' #3$i" 3azira% %a i%tere%t&+ O,im zap#,$#(%e pr#;e,e i%ter%et2 "a# #d%a & ,a(reme%im&,$#(ima2 m#ra da ,e pri$a#di #(#' pr#m'e%i+ Ta"# %a,ta'e dr&%i="#9te>%#$#+ Za raz$i"& #d tradi;i#%a$%# CRM9a2 SCRM#m#&)a(a d(#,tra%& 'a(%& ko0unika.iju p#tr#


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Pr#da'a

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RUTVENI CRM9SCRM

K#mpa%i'a P#tr##(e "a%a$e2 (ri'eme i$i ,adr@a'e2 (e),ami "#ri,%i;i m#& z%a=a'%# da &ti=& %a t#+ Tradi;i#%a$%i CRM 'e#m#&)a(a# da ,e ,a p#tr#"ara"teri,iti"a+ Tradi;i#%a$%i CRM %i'e zam'e%'e% Dr&


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K#mpa%i'a de8%i


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i%tere,a%t%a "a# medi' a$i ,i&r%#"a# i ,i,tem p&tem "#'e ,e

,t(ara'& d#3ri #d%#,i ,a p#tr#pr#iz(#da2 p#,e3%# "#mpa%i'a =i'i 'e p#rt#*#$i# pr#iz(#da i &,$&a %am'e%'e%ttp://+,tati,ti;3rai%+;#m/*a;e3##"9,tati,ti;,/

http://www.statisticbrain.com/facebook-statistics/http://www.statisticbrain.com/facebook-statistics/http://www.statisticbrain.com/facebook-statistics/http://www.statisticbrain.com/facebook-statistics/


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. P*imjena #a&e(oo%a %ao S!RM $ ma*%e)in+%oj %amanjiKa# i$&,tra;i'a &p#tre3e SCRM9a & rea$iza;i'i mar"eti% a$ata+Kampa%'a m#@e &%apri'ed da ,e p$a%ira#drei(a%'em (reme%a "a,%i'e2 ,&";e,i(%#

#3'a($'i(a%'a p#,t#(a+ Ne"e #p;i'e #3'a(a ima'& i#dree%e #3ra,;e "#'e #$a"tt ,: +*a;e3##"+;#m Fami$ Ce%tarBi

Slike )B +6* i 6)* Prika, op.ija ,aupravljanje i,vr/enje00arketin/ke ka0panje na $unPa1e $a.e(ook

Iz(#r:>ttp,://+*a;e3##"+;#m/Fami$

https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/


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Kreira%'e ;i$'%e r&pe2 3azira ,e %a #da3r& p#data"a "#'e ,& "#ri,%i;iFa;e3##"a &%i'e$i %a ,(#'e pri(ate %a$#e a$i i %a #,%#(& %'i>#(i>

i%ter,#(a%'a "#'a ,& p#"aza$i "#ri,te)i #(& dr$a,a i ,red,t(ima &$#@e%im & pr#m#;i'& ti> #$a,a,2 #d%#,%# 3&d@eta te"ampa%'e+ U %a,ta("& 'e prim'er iz('ettp,://+*a;e3##"+;#m/Fami$HCe%tarBi/

https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/https://www.facebook.com/FamilyCentarBiH/


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Te" da$'#m a%a$iz#m i p#ree%'em ,a p#da;ima "#'i ,e m#ra'& p#tra@iti iz(a%Fa;e3##"a m#&)e 'e deta$'%i'e a%a$izirati e*e"te a";i'e %a p#,$#(%e pr#;e,e2#d%#,%# %pr+ %a p#(e)a%'e pr#da'e #dree%e r#3e+



Slika 6>* Pri0jer i,vje/taja o re,ultati0a 0arketin/ke ka0panje reali,ovane na $un Pa1e$a.e(ook-a do(ijen ko0(invanje0 i,vje/taja sa $a.e(ooka i podataka koji se na ovoj


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9 IDENTI#I7OVANJE PRO6LEMA IMPLEMENTA!IJE !RM"A

Ia"# CRM %i'e (i CRM p$at*#rmi %e ara%t&'e ade"(at%& rea$iza;i'& CRM,tratei'e+ Za &,p'e ,e"t#ra "#mpa%i'e+ 6e,t# ,& #d'e$i =i'i 'e rad & (ezi ,a%edi,;ip$i%#(a%im p#tr# #3a(eza #"re%&ti ,ami ,e3i i %e p#,t#'i d#(#$'%a ,arad%'a ti>#d'e$a ,a %pr+ #d'e$ima mar"eti%a2 pr#da'e i &,$&a "#'i ,& tradi;i#%a$%##"re%&ti "a p#tr# #d'e$a m#& 3iti "arti;e $#'a$%#,ti "#'e

"#ri,te tr#(a="i $a%;i a "#'e izme& #,ta$# %&de i "reditra%'e $#'a$%imp#tr# pr#p&,ta %a"#% 2 m#%#p#$i,ti="i> p#ima%'a prema "#'ima "#mpa%i'a2 &m'e,t#

p#tr#%#$#i'a2 (e) ,e #(a ,tratei'a m#@e pr#(e,ti i 3ez #(i> i%#(a;i'a+ Za&pra($'a%'e #d%#,ima ,a re$ati(%# ma$im 3r#'em p#tr#


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p#dr r'e


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: ;A7LJUČA7 Raz(#' te>%i="#9te>%#$##d%a i d#mi%a%t%a,tratei'a p#,$#(a%'a 'er 'e 'edi%i %a=i% zadr@a(a%'a p#tr# &,$&a2 'er pra(i rez&$tati m#& da ,e #,t(are ,am#i%teri,a%'em pri%;ipa CRM9a & "#mp$et%# p#,$#(#%'e "#mpa%i'e+Prim'e%a CRM ,tratei'e ,e p#(ez&'e ,a "#ri


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p#,$#(a%'e 3ez imp$eme%ta;i'e CRM ,tratei'e & ,a(reme%im &,$#(ima (#di"a ,$a3i'im rez&$tatima pa m#@e da d#(ede & pita%'e #p,ta%a" "#mpa%i'ep#,e3%# & p#'edi%im d'e$at%#,tima "a#


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< LITERATURA I I;VORI

-+ P#,$#(%a i%te$ie%;i'a N+ Ba$a3a%2 !+ Ri,ti) E"#%#m,"i *a"&$tet

S&3#ti;a2 0114+0+ Upra($'a%'e #d%#,ima , "$i'e%tima "a# iz(#r i%*#rma;i'a za #3$i"#(a%'e ip#3#$' ,t&di'a za IT2 Be#rad

01-5+4+ A%a$iza *&%";i#%a$%#,t CRM9a i %'e#(a m#&)%#,t prim'e%e & t(rt"i

A$&epa;" %#(i d+#+#9dip$#m,"i rad Mar"# D&'mi)2 E"#%#m,"i *a"&$tetSp$it2 01-7+.+ P#3#$'

crm sap i scrm fb

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