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Auswirkungen der Digitalisierung im Mediensektor auf die Wettbewerbsstrategien von Medienunternehmen

Auswirkungen der Digitalisierung im Mediensektor auf die Wettbewerbsstrategien von Medienunternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Allgemeines, Note: 1,3, Universität zu Köln, Veranstaltung: Ausgewählte Aspekte des Managements von Rundfunkunternehmen, Sprache: Deutsch, Abstract: Im Zeitalter der Digitalisierung sehen sich die Medienbranche und deren wichtiger Bestandteil Rundfunk vielen neuen Herausforderungen gegenüber. Die Entwicklung neuer digitaler Technologien erfordert eine Anpassung altbewährter Strategien und liefert völlig neuartige Möglichkeiten. Öffentlich-rechtliche und private Anbieter konkurrieren nicht mehr nur untereinander, sondern sind neuen, der klassischen Branche fremden Wettbewerbern ausgesetzt. Zugleich führen neue, digitale Vertriebsformen und -kanäle zu immer stärker sinkenden Kosten und einer vereinfachten weltweiten Kommunikation. Die technologischen Entwicklungen sowie die damit einhergehende Verschmelzung einzelner Bereiche des Informationssektors führen somit zu einer Art strukturellen Umbruchs des Mediensektors. Diese Seminararbeit widmet sich im Folgenden den Chancen und Risiken, die sich Medienunternehmen im Zuge dieser "digitalen Revolution" bieten. Dazu werden nach dieser generellen Einleitung im zweiten Abschnitt zunächst die Schlüsselbegriffe des behandelten Themas eingeführt und charakterisiert: Digitalisierung und Mediensektor. Im Anschluss daran werden in Teil drei anhand von Michael Porters Theorie der Fünf Wettbewerbskräfte die Auswirkungen der Digitalisierung auf die Branche dargelegt, sowie darauf aufbauend auf die Wertkette der Medienbranche. Schließlich werden in Punkt 3.3 Typen von Wettbewerbsstrategien für Medienunternehmen vorgestellt, die sich aus der vorherigen Analyse ergeben. Abschnitt vier dieser Seminararbeit offeriert konkrete Ansätze dafür, wie ein Medienunternehmen erfolgreich seine Strategie gestalten kann. Zunächst werden hinsichtlich der Kombination von traditionellen und neuen Medien Modelle vorgestellt und Vorschläge erarbeitet. Anschließend wird die Möglichkeit der Diversifikat


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Product Details
  • ISBN-13: 9783638949583
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638949583
  • Publisher Date: 17 Jun 2008
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Weight: 95 gr


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