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Auswirkungen des Electronic Commerce auf die Markierung von Konsumgütern

Auswirkungen des Electronic Commerce auf die Markierung von Konsumgütern

          
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About the Book

Inhaltsangabe: Einleitung: Electronic Commerce (EC) gehört zu den viel diskutierten Begriffen dieser Tage. Insbesondere das Internet mit dem WWW sorgt in vielen Bereichen für umwälzende Veränderungen. Mit dieser Arbeit sollen speziell die Auswirkungen des WWW auf die Markenartikel in der Konsumgüterindustrie beleuchtet werden. Aufgrund der derzeit wieder intensiveren Diskussion über Markenartikel und die Dominanz der Markenartikel in dem betrachteten Konsumgütermarkt erscheint die Fokussierung auf diesen Bereich sehr vielversprechend. Die Arbeit gliedert sich wie folgt: Zunächst erfolgt die Erläuterung der konzeptionellen Grundlagen und der Zielsetzung. Es folgt die Betrachtung von Sinn und Zweck der Markierung aus Hersteller- und Konsumentensicht. Der Begriff EC und seine Erscheinungsformen werden ausführlich erläutert. Im folgenden wird das WWW als Plattform des EC behandelt. Dabei liegt ein Schwerpunkt in den Möglichkeiten und Besonderheiten dieses Mediums und der genauen Betrachtung der WWW-Zielgruppe. Den Einsatzmöglichkeiten des WWW zur Erreichung von Wettbewerbsvorteilen für einen Markenartikelhersteller wird ebenfalls ein eigenes Kapitel gewidmet. Dabei werden die Besonderheiten der virtuellen Präsentation und die Möglichkeiten einer Internet-Markierung für eine erfolgreiche Markenpositionierung erläutert. Hierbei werden Einsatzmöglichkeiten in der Kommunikationspolitik, im Direktmarketing, im Rahmen von Mass Customization und das WWW als Distributionsmedium näher betrachtet. Weiterhin werden die Möglichkeiten der Markierung über das WWW aus der Sicht der Informationsökonomik (IÖ) betrachtet. Die Arbeit wird abgerundet durch ein abschließendes Fazit. Wie die Arbeit zeigt, wird es für eine Vielzahl von Markenartikelherstellern aufgrund des intensiveren Wettbewerbes und der zunehmenden Informationsüberlastung schwieriger, den Konsumenten zu erreichen und die Attraktivität der Marke zu erhalten. Im Rahmen dieser Arbeit werden eine Reihe verschiedener Möglichk


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Product Details
  • ISBN-13: 9783838615462
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838615468
  • Publisher Date: 06 May 1999
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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