Analýza trhu v oblasti social CRM

This diploma thesis deals with Social CRM and current situation on the market of those systems. Nowadays, social networks are becoming one of the most important marketing channels and huge part of customer interaction is happening through them. Social CRM is then used to analyse this channel via CRM. The main goal of the thesis is to analyse demand and supply of the market, to describe it in detail and to compare, which systems are the most suitable based on different criteria.The thesis is divided into two parts. In the first, theoretical part, the basic terms to understand the thesis are described, such as CRM as a part of ERP, history of CRM systems, social networks such as Facebook and Instagram, their history and principle of their functioning. In the second part, the Analysis of supply is done, either of CRM systems in general, or Social CRM systems on the market. The Analysis of supply is then enriched with Analysis of demand on Czech market, which is done via survey filled by Czech CRM managers. The diploma thesis is beneficial mainly to companies, which are considering implementation of Social CRM in the future. It can also be used to find out the level of preparedness of Czech companies to implementation of Social CRM. Every customer can also learn from the thesis how is social media marketing made and how are companies using the Information they gather about the customer from social networks.