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Ansatzpunkte zur Markenbildung im Dienstleistungssektor Spedition, Transport und Logistik

Ansatzpunkte zur Markenbildung im Dienstleistungssektor Spedition, Transport und Logistik

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Duale Hochschule Baden-Württemberg Mannheim, früher: Berufsakademie Mannheim, Sprache: Deutsch, Abstract: Seit der Aufhebung der staatlichen Tarifbindung im Jahr 1994 zeichnet sich im Logistikdienstleistungssektor ein immer stärker werdender Preiswettbewerb ab. Dieser Trend und das Problem der Differenzierbarkeit von Logistikdienstleistungen erschwert es Logistikdienstleistern ihre Leistungen am Markt erfolgreich abzusetzen. Des weiteren könnte die bevorstehende EU-Osterweiterung deutschen Logistikdienstleistern ähnliche Proble¬me bereiten, wenn man an den damit verbunden¬en Preiswettbewerb denkt, der wohl noch intensiver als der nationale sein wird. Aber nicht nur der Preiswettbewerb und die schwere Differenzierbarkeit von Logistikdienstleistungen, sondern auch die typische Eigenschaft von Dienstleistungen, nämlich ihre Immaterialität, sowie das Problem, Kunden von der hohen Qualität der eigenen Produkte zu überzeugen, sind Schwierigkeiten, mit denen sich jeder Logistikdienstleister auseinandersetzen muss. Gegensätzlich verhält es sich in Handel und Industrie. In diesem Sektor sind die wirtschaftlichen Voraussetzungen zwar unterschiedlich - es gab nie eine Tarifbindung und auch die Produkte unterscheiden sich voneinander deutlicher als Logistikdienstleistungen - aber der Preiskampf und der Wettbewerb um Marktanteile sind in beiden Wirtschaftssektoren ähnlich. Dennoch gibt es in diesem Bereich eine Art Phänomen, das es Unternehmen dieses Wirtschaftssektors erleichtert, ihre Produkte besser und zu höheren Preisen als der Wettbewerb abzusetzen. Dieses Phänomen erleichtert den Unternehmen nicht nur den Absatz ihrer Produkte, sondern bewirkt auch eine Bindung der Kunden an das Unternehmen. Die Kunden sind dem Unternehmen loyal und bereit in das Produkt mehr zu investieren. Auch für den Kunden hat dieses Phänomen Vorteile: Es erleichtert ihm die Kaufentscheidung und


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Product Details
  • ISBN-13: 9783656620563
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656620563
  • Publisher Date: 26 Mar 2014
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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Ansatzpunkte zur Markenbildung im Dienstleistungssektor Spedition, Transport und Logistik
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