Valstybinių įmonių konkurencingumo didinimas taikant elektroninio verslo modelius : valstybinio pašto paslaugų teikėjo AB "Lietuvos paštas" atvejis

LTStraipsnyje tyrinėjamas elektroninio verslo modelių taikymas valstybinio sektoriaus įmonėse, analizuojant konkretų valstybinės įmonės „Lietuvos paštas“ veiklos modelį. Empirinis tyrimas įvertino pašto paslaugų kokybę ir paslaugų spektro plėtros galimybes liberalizuojamoje rinkoje. Straipsnio išvadose pateikiamas teorinis „Lietuvos pašto“ konkurencingumo didinimo modelis ir praktinės rekomendacijos jo įgyvendinimui. [Iš leidinio]Reikšminiai žodžiai: Pašto rinka; E. paslaugos; E. rinkodara; Naujos žinios; AB "Lietuvos paštas"; Postal market; E-services; E-marketing; New knowledge; JSC "Lietuvos paštas".

ENThe European Union (hereinafter - EU) members fall under the common right of the union. European Parliament and Council have accepted three directives to make a swift of the EU postal market regulation from state monopoly to liberalized market. A scientific problem developed in this article is how to increase the competitiveness of a state owned company while adapting e-business models in the period of postal market's liberalization process. The objective of the research is the adaption of e-business models to state owned postal services provider JCS "Lietuvos paštas". The purpose of the research is after adapting relevant e-business models to create a theoretical model for providing postal services by Lithuania's national postal service provider and to propose practical suggestions for its implementation. Steady new knowledge adaption is essential for all business subjects in order to stay competitive in continually changing environment. New knowledge adaption is the process of adapting those organizational means, which have not been adapted by the subject before; in this case, new knowledge is e-business models for organizations which provide traditional (physical) services. Adaption of new knowledge in the public sector is poorly explored so the research presented, in the article contributes to this lack. The empirical research revealed the possibilities and necessity for JSC "Lietuvos paštas" to implement electronic business models electronic marketing (hereinafter - e-marketing) and electronic services (hereinafter - e-services). The suggested model for service providing creates an opportunity to deliver maximum amount of information to the client while ensuring minimal impediment to him/her. In order to implement e-marketing it is necessary to create electronic services (hereinafter - e-services).The E-services model is possible for those JSC "Lietuvos paštas" services: contracts, commerce, notifications and payments. Also there should be implemented client online registration, personal environment in the website, service management online and recurrences to the administration via postal service provider's website. Having implemented the suggestions, a two way connection between the service provider and the service receiver would be created and the e-marketing model could be realized. Effective e-marketing could destroy a bureaucratic image of JCS "Lietuvos paštas" and represent it as a modern business organization. The financial resources needed for e-marketing implementation are minimal, because JCS "Lietuvos paštas" is already using electronic action coordination system CVVS for some of its internal functions. Mostly there will be needed organizational recourses, as the biggest problem concerning the ineffective activity of JCS "Lietuvos paštas" is ineffectiveness of management, not the lack of financial possibilities. [From the publication]