E-commerce a síťový marketing vybrané společnosti

Abstract

This bachelor's thesis focuses on the analysis of the sales network management system and the utilization of e-commerce tools within the company Vaše DEDRA s.r.o. The main objective was to identify areas for improvement in management and the adoption rate of digital technologies. The theoretical part defines the pillars of digital commerce, the specifics of online shopping behavior, and the managerial principles of leading people in a multi-level marketing (MLM) environment. The practical part is based on a questionnaire survey with 368 participating respondents. The research demonstrated that the primary limitation to the network's performance is not a lack of intrinsic motivation, but rather a skill gap in digital skills and modern marketing. Furthermore, the analysis revealed a critical state in the area of leadership, as the majority of the network perceives their coordinators merely as administrative links rather than mentors assisting with business development. Based on these findings, the thesis proposes specific solutions for optimizing e-business tools, which include automated onboarding for newcomers, the implementation of a shared shopping cart feature, and the integration of an AI content generator. A new educational concept based on micro-learning and the development of coordinators' soft skills is also proposed. The implementation of these measures aims to professionalize managerial processes, free up the time capacities of leaders, and support the long-term sustainable growth of the company.