Platformizace knižního trhu: vliv marketplace platforem na mezinárodní logistiku knih

This bachelor's thesis deals with the platformization of the book market and its consequences for international book logistics. The theoretical part analyzes the transition from traditional linear value chains (GVC) to digital ecosystems and network models that define contemporary international trade. The thesis examines the specifics of books as a logistics product and the influence of marketplace platforms on customer expectations regarding speed and accuracy of delivery. The main objective of the thesis is to compare distribution models of key bookstores and platforms in the Czech market and analyze their impact on the cost structure, speed of delivery and sustainability in the event of possible expansion to foreign markets. The methodology of the thesis is based on the analysis of quantitative indicators from annual reports and qualitative assessment of findings in the context of current global logistics trends. The analytical part of the thesis compares the traditional direct sales model with logistics models of marketplace platforms, such as Fulfillment by Merchant (FBM) and centralized fulfillment services. Part of the thesis is also devoted to specific examples from practice (e.g. Alza.cz, Allegro, Albatros Media, Euromedia Group) and the growing segment of the circular economy in the form of re-commerce (e.g. Knihobot). The final thesis evaluates the suitability of individual models for international sales and defines the limits and risks associated with hybrid logistics strategies.