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Aufbau von Marken im Zeitalter multimedialer Kommunikationsmedien im Finanzdienstleistungssektor

Aufbau von Marken im Zeitalter multimedialer Kommunikationsmedien im Finanzdienstleistungssektor

          
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About the Book

Studienarbeit aus dem Jahr 2001 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Johannes Gutenberg-Universität Mainz (Betriebswirtschaftslehre), Veranstaltung: Wahlfach-Seminar, Sprache: Deutsch, Abstract: Das Etablieren einer starken Marke gewinnt für Dienstleistungsunternehmen immer mehr an Bedeutung, da eine alleinige Produkt-Differenzierung deutlich erschwert wurde und im Zeitalter multimedialer Kommunikation nicht mehr ausreicht, um im verstärkten Wettbewerb auf den Finanzdienstleistungsmärkten bestehen zu können. Studien haben ergeben, dass im Dienstleistungssektor der Anteil von Markenwerten am Gesamtunternehmenswert alleine 43% ausmacht. Durch neue multimediale Kommunikationsmöglichkeiten und Interaktionswege entsteht eine zunehmende Markttransparenz, die der Kunde zur gezielten Information und Kommunikation nutzen kann. Um sich unter diesen veränderten Bedingungen behaupten zu können, wird der Kundenservice für Unternehmen im Finanzdienstleistungssektor immer wichtiger. Die vorliegende Arbeit befasst sich mit den Themenkomplexen "Markenaufbau" und "multimediale Kommunikation" und beschreibt das Zusammenspiel dieser Komponenten im "Finanzdienstleistungssektor". Anschließend werden die gewonnenen Erkenntnisse anhand von Praxisbeispielen beim Markenaufbau der Volksbank/Raiffeisenbank-Gruppe eruiert und ein Ausblick auf die Zukunft für Finanzdienstleistungsunternehmen gegeben. Entscheidend beim Aufbau von Marken im Zeitalter multimedialer Kommunikationsmedien im Finanzdienstleistungssektor scheint dabei der Grundsatz: Unternehmenserfolg durch Markenbekanntheit und Kundenzufriedenheit über zeitnahen und individualisierten Service und Kommunikation!


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Product Details
  • ISBN-13: 9783638809795
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 363880979X
  • Publisher Date: 26 Sep 2007
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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