Komunikacijos priemonių taikymas jaunimo segmentui laisvalaikio ir pramogų versle

LTJaunimo segmentas, kaip visuomenės dalis, kurį galima apibrėžti kaip aktyvų, technologijas išmanantį, komunikuojantį ir tradicinėms marketingo priemonėms atsparų segmentą. Informacinių technologijų skvarba ypatingai pastebima jaunimo segmente, kas sąlygoja brangų ir neefektyvų tradicinių marketingo komunikacinių (toliau MK) priemonių taikymą ir tuo pačiu sukuria didžiulį potencialą skaitmeninio marketingo priemonių naudojimui. Straipsnyje nagrinėjama, kurios marketingo komunikacijos priemonės ir koks jų derinys yra būdingas jaunimui laisvalaikio ir pramogų versle. Marketingo komunikacijos pritaikymas verslo aplinkoje yra vienas iš didžiausių verslo konkurencinių pranašumų rinkoje. [Iš leidinio]Reikšminiai žodžiai: Jaunimo segmentas; Laisvalaikio ir pramogų verslas; Marketingo komunikacijos priemonės; Leisure and entertainment business; Marketing communications tools; Marketing means; Youth segment.

ENThe modern tools such as social media is quite a new phenomenon of media that exchanges traditional marketing communication tools, processes, spread ways of information and opens new communication trends for the whole society. Traditional marketing communication tools are more oriented towards mass communication, and following modern marketing communication tools, communication turns to be more and more fragmented and specialized. Social media have greater perspectives and it can be noticed that they turn to be the latest challenge for the society. This paper analyzes the marketing communication tools and how they are characterized by a combination of youth leisure and entertainment industry. The youth segment, as part of society, which can be defined as an active, understanding of technology, communicating and hard accepting the traditional marketing communication tools. Penetration of information technology particularly visible in the youth segment, which can not justify the result in costly and inefficient traditional marketing communication tools in the market. But at the same time creates a huge potential for digital marketing on communication tools and their application in the youth segment. The paper aim is to investigate and analyze of marketing communication measures for the youth segment in leisure and entertainment business. The empirical study was conducted in two phases. Survey methods: scientific literature and legal documents analysis, quantitative and qualitative research methods. Application of marketing communication tools in the business environment is one of the largest business competitive advantages in the market. The research found that the youth segment of young people at the age from 19 to 25, are ones learning at the higher school and already possessing higher education.Under the research it was determined that the youth segment prefers passive leisure spending according to the spending forms of leisure and entertainment, and indoor leisure according to the leisure location. Under the research it was determined that the most popular leisure spending dorms in the youth segment are two social activities: attendance of nightclubs, cafes, sports and educational leisure. The research outcomes revealed that traditional communication tools are more applied to the youth segment in the sports entertainment business, and modern ones in the business of nightclubs. It is significant for leisure and entertainment business companies to apply fast developing technologies and be interested in modern marketing communication tools in order to reach the youth segment easier and it is recommended to integrate social media into the complex of marketing tools as a modern marketing communication tool – especially in sports entertainment business. [From the publication]