[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.spojnice.cz\/komunikacni-strategie-v-mezinarodnim-prostredi\/#Article","mainEntityOfPage":"https:\/\/www.spojnice.cz\/komunikacni-strategie-v-mezinarodnim-prostredi\/","headline":"Komunika\u010dn\u00ed strategie v mezin\u00e1rodn\u00edm prost\u0159ed\u00ed","name":"Komunika\u010dn\u00ed strategie v mezin\u00e1rodn\u00edm prost\u0159ed\u00ed","description":"Marketingov\u00e1 komunikace je nesm\u00edrn\u011b d\u016fle\u017eit\u00fdm prvkem marketingov\u00e9ho mixu, nebo\u0165 jej\u00edm \u00fakolem je p\u0159edstaven\u00ed produktu z\u00e1kazn\u00edk\u016f. Jedn\u00e1 se tedy o ur\u010ditou prezentaci produkt\u016f, slu\u017eeb a firmy samotn\u00e9. P\u0159i pl\u00e1nov\u00e1n\u00ed marketingov\u00e9 komunikace je pot\u0159eba zvolit hlavn\u00ed prvek marketingov\u00e9ho komunika\u010dn\u00edho mixu, prost\u0159ednictv\u00edm kter\u00e9ho bude z\u00e1kazn\u00edk\u016fm p\u0159en\u00e1\u0161eno sd\u011blen\u00ed, n\u00e1sledn\u011b je v\u0161ak nutn\u00e9 zvolit tak\u00e9 komunika\u010dn\u00ed strategii. Na tuzemsk\u00e9m trhu […]","datePublished":"2025-03-01","dateModified":"2023-04-28","author":{"@type":"Person","@id":"https:\/\/www.spojnice.cz\/author\/#Person","name":"spojnice.cz\n","url":"https:\/\/www.spojnice.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/87132efef9f5972c3e770e1fb0907fb3dcc1311f82da5f30bffbae0bd81cf8c0?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/87132efef9f5972c3e770e1fb0907fb3dcc1311f82da5f30bffbae0bd81cf8c0?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"spojnice.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.spojnice.cz\/wp-content\/uploads\/img_a314216_w1755_t1524990277.jpg","url":"https:\/\/www.spojnice.cz\/wp-content\/uploads\/img_a314216_w1755_t1524990277.jpg","height":0,"width":0},"url":"https:\/\/www.spojnice.cz\/komunikacni-strategie-v-mezinarodnim-prostredi\/","about":["Business"],"wordCount":397,"articleBody":"Marketingov\u00e1 komunikace je nesm\u00edrn\u011b d\u016fle\u017eit\u00fdm prvkem marketingov\u00e9ho mixu, nebo\u0165 jej\u00edm \u00fakolem je p\u0159edstaven\u00ed produktu z\u00e1kazn\u00edk\u016f. Jedn\u00e1 se tedy o ur\u010ditou prezentaci produkt\u016f, slu\u017eeb a firmy samotn\u00e9. P\u0159i pl\u00e1nov\u00e1n\u00ed marketingov\u00e9 komunikace je pot\u0159eba zvolit hlavn\u00ed prvek marketingov\u00e9ho komunika\u010dn\u00edho mixu, prost\u0159ednictv\u00edm kter\u00e9ho bude z\u00e1kazn\u00edk\u016fm p\u0159en\u00e1\u0161eno sd\u011blen\u00ed, n\u00e1sledn\u011b je v\u0161ak nutn\u00e9 zvolit tak\u00e9 komunika\u010dn\u00ed strategii.Na tuzemsk\u00e9m trhu je v\u0161ak volba komunika\u010dn\u00ed strategie mnohem jednodu\u0161\u0161\u00ed, ne\u017e na trhu zahrani\u010dn\u00edm, nebo\u0165 zahrani\u010dn\u00ed trh m\u016f\u017ee pro firmu p\u0159edstavovat velkou nezn\u00e1mou. Proto je d\u016fle\u017eit\u00e9 prov\u00e9st pat\u0159i\u010dn\u00fd marketingov\u00fd v\u00fdzkum je\u0161t\u011b p\u0159ed samotn\u00fdm vstupem na tento trh. Na jeho z\u00e1klad\u011b se pak firma m\u016f\u017ee zam\u011b\u0159it na dal\u0161\u00ed a dal\u0161\u00ed \u010dinnosti.\tKomunika\u010dn\u00ed strategieGlob\u00e1ln\u00ed komunika\u010dn\u00ed strategie \u2013 je vyu\u017e\u00edvan\u00e1 glob\u00e1ln\u00edmi firmami a je zalo\u017een\u00e1 na principu p\u0159enosu ji\u017e zaveden\u00fdch \u00fasp\u011b\u0161n\u00fdch koncept\u016f komunikace do zahrani\u010d\u00ed. Firma tedy upravuje pouze detaily t\u00fdkaj\u00edc\u00ed se zejm\u00e9na jazyku \u010di volby m\u00e9di\u00ed. Jinak jsou vyu\u017e\u00edv\u00e1na stejn\u00e1 t\u00e9mata i slogany po cel\u00e9m sv\u011bt\u011b. Strategie je v\u0161ak vhodn\u00e1 pouze pro ty produkty, kter\u00e9 nejsou v\u00e1zan\u00e9 na soci\u00e1ln\u011b-kulturn\u00ed odli\u0161nosti.Adaptovan\u00e1 komunika\u010dn\u00ed strategie \u2013 jedn\u00e1 se o naprost\u00e9 p\u0159izp\u016fsoben\u00ed podm\u00ednk\u00e1m zahrani\u010dn\u00edho trhu. Proto funguje na principu, kdy centr\u00e1la stanov\u00ed z\u00e1kladn\u00ed koncepci a hlavn\u00ed motiv, dce\u0159in\u00e9 spole\u010dnosti pak tuto koncepci uprav\u00ed podle kulturn\u00edch zvl\u00e1\u0161tnost\u00ed dan\u00e9ho trhu.Push strategie (neboli strategie tlaku) \u2013 produkt jde od v\u00fdrobce k\u00a0obchodn\u00edmu mezi\u010dl\u00e1nku, kter\u00fd jej n\u00e1sledn\u011b nab\u00edz\u00ed a prod\u00e1v\u00e1 z\u00e1kazn\u00edkovi.Pull strategie (neboli strategie tahu) \u2013 v\u00fdrobce p\u016fsob\u00ed reklamou na z\u00e1kazn\u00edka, kter\u00fd si produkt s\u00e1m vy\u017e\u00e1d\u00e1 od obchodn\u00edho mezi\u010dl\u00e1nku a ten jej n\u00e1sledn\u011b vy\u017e\u00e1d\u00e1 od v\u00fdrobce.Kombinace pull a push strategie \u2013v\u00fdrobce p\u016fsob\u00ed reklamou na z\u00e1kazn\u00edka, ale z\u00e1rove\u0148 p\u0159edkl\u00e1d\u00e1 nab\u00eddku obchodn\u00edmu mezi\u010dl\u00e1nku. Z\u00e1kazn\u00edk reaguje na reklamu v\u00fdrobce t\u00edm, \u017ee vyvine popt\u00e1vku na obchodn\u00ed mezi\u010dl\u00e1nek.                                                                                                                                                                                                                                                                                                                                                                                        3.9\/5 - (7 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Komunika\u010dn\u00ed strategie v mezin\u00e1rodn\u00edm prost\u0159ed\u00ed","item":"https:\/\/www.spojnice.cz\/komunikacni-strategie-v-mezinarodnim-prostredi\/#breadcrumbitem"}]}]