| Sažetak | Predmet je završnog rada razvoj novih proizvoda u Splitskoj banci. Proizvod je
rezultat proizvodnje koji zadovoljava potrebe ili želje potrošača. Pri oblikovanju koncepcije o
proizvodu u obzir se uzimaju i njegova tržišna svojstva, a to su kvaliteta proizvoda,
asortiman, prodajna cijena, estetika proizvoda, pakiranje i ambalaža, obilježavanje i
opremanje proizvoda, suvremenost proizvoda, usluge potrošačima te jamstvo i servis.
Razvoj novog proizvoda obuhvaća nekoliko faza, a to su generiranje ideja, ispitivanje i
selekciju ideja, razvoj i testiranje koncepcije, razvoj marketinške strategije, poslovna analiza,
razvoj proizvoda, pokusni (probni) marketing te komercijalizacija. Nakon što se proizvod
lansira na tržište slijedi proces njegova prihvaćanja ili difuzija proizvoda. Iako je cilj svakog
poduzeća razviti proizvod koji će trajati što duže, svaki proizvod ima životni ciklus.
Koncepcija životnog proizvoda ciklusa obuhvaća fazu uvođenja, fazu rasta, fazu zrelosti te
fazu opadanja.
U praktičnom dijelu rada analizirani su internetsko i mobilno bankarstvo kao novi
proizvodi Splitske banke. Krajem studenoga 2015. godine Splitska banka je lansirala na
tržište SB SmartNet internetsko i mobilno bankarstvo. Najveća prednost novih proizvoda
Splitske banke jest u tome što omogućavaju svojim klijentima da u samo tri klika obave
gotovo sve operacije koje vrše internetskim ili mobilnim bankarstvom. To je korisno za
klijente, ali i za banku jer zahtijeva manje programiranja, a samim time i manje mogućnosti
za razvoj bugova. Unatoč manjim nedostatcima, SB SmartNet internetsko i mobilno
bankarstvo promovirali su Splitsku banku među tehnički najnaprednije banke u Republici
Hrvatskoj. |
| Sažetak (engleski) | The subject of this paper is the development of new products at Splitska banka. The
product is the result of a production that meets the needs or desires of consumers. When
designing a product concept, its market characteristics are taken into consideration, such as
product quality, assortment, sales price, aesthetics of products, packaging and packaging,
marking and equipping of products, product modernization, consumer services and warranty
and service.
The development of a new product includes several phases, namely generating ideas,
examining and selecting ideas, developing and testing concepts, developing a marketing
strategy, business analysis, product development, testing (marketing) and commercialization.
Once the product is launched, it follows the process of its acceptance or diffusion of the
product. Although the goal of each company is to develop a product that will last as long as
possible, each product has a life cycle. The concept of a product's life cycle includes the
introduction phase, the growth phase, the maturity phase, and the decomposition phase.
In the practical part of this paper internet and mobile banking are analyzed as new
products of Splitska banka. At the end of November of 2015 Splitska banka launched SB
SmartNet Internet and Mobile Banking. The biggest benefit of the new products of Splitska
banka is that it enables its customers to make almost every operation of internet or mobile
banking with three clicks. That is useful for clients, as well as for the bank because it requires
less programming, and thus fewer bug development options. Despite the minor shortcomings,
SB SmartNet Internet and Mobile Banking have promoted Splitska banka as one of the most
technically advanced banks in the Republic of Croatia. |
