Marketingová komunikace kryptoměnové burzy

This bachelor's thesis analyses the marketing communication of the Czech cryptocurrency exchange Coinmate. The aim of the thesis was to evaluate the effectiveness of communication channels, identify strengths and weaknesses, and propose specific recommendations for strategy optimisation. The theoretical part defines the specifics of marketing communication in the cryptocurrency sector, describes the business model of cryptocurrency exchanges, and outlines the role of trust, regulation, and education as key marketing tools. In the practical part, the exchange's communication is analysed using the PESO model and compared with a direct competitor on the Czech market. The primary research combines a quantitative survey with qualitative in-depth interviews. The results show that the strongest acquisition channel is personal recommendation, followed by content marketing on YouTube. Coinmate is perceived as a secure and trustworthy exchange with a clear positioning on the Czech market, while its weakness lies in low relevance for advanced traders. Based on the findings, recommendations are formulated covering optimisation of the referral programme, development of video content, communication segmentation for high-value clients, and expansion of paid advertising.