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Basisstrategien im Kundenbeziehungsmanagement für Aktien durch die Analyse von Privatanlegern und Aktienberatern

Basisstrategien im Kundenbeziehungsmanagement für Aktien durch die Analyse von Privatanlegern und Aktienberatern

          
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About the Book

Masterarbeit aus dem Jahr 2016 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 1,8, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Köln, Sprache: Deutsch, Abstract: Die vorliegende Arbeit behandelt die Entwicklung von Basisstrategien im Kundenbeziehungsmanagement für die Anlageklasse Aktien. Dabei werden Privatanleger als auch Aktienberater durch verschiedene Methoden befragt und die Ergebnisse analysiert. Dies geschieht vor dem Hintergrund, dass die Anlageklasse Aktien in Deutschland nicht sehr populär ist, nur knapp 14 % der Deutschen besitzen ein Aktieninvestment. In realen Zahlen bedeutet dies, dass ca. neun von über 80 Millionen Menschen in Deutschland für ihr Depot eine Aktienanlage wählen. In Zeiten einer nie da gewesenen Niedrigzinsphase mit einem europäischen Leitzins von 0,00 % seit dem 16.03.2016, sollten Anleger aber in die Anlageklasse Aktien investieren, um die Chance auf eine positive Rendite, unabhängig ob für das bisherige Vermögen oder eine mögliche Altersvorsorge, zu wahren. Die Problemstellung dieser Masterthesis ist es zu erfahren, warum Privatanleger die Anlageklasse Aktien meiden. Im Rahmen dieser Arbeit soll analysiert werden, welche Maßnahmen Privatanlegern helfen würden, in die Anlageform Aktien zu investieren. Dafür werden zum einen Experteninterviews mit Aktienberatern und zum anderen eine Umfrage bei Privatanlegern durchgeführt. Die Fragen des Interviews bzw. der Umfrage beziehen sich auf die vier Basisstrategien Kundensegmentierung, Selling, Relationship und Sales Channel, die im weiteren Verlauf dieser Arbeit durch die Ergebnisse der Auswertungen der empirischen Untersuchung entwickelt werden. Die so elaborierten Basisstrategien sollen Lösungsvorschläge aufzeigen, damit Privatanleger die Anlageklasse Aktien für ihr Vermögen oder ihre Altersvorsorge in Betracht ziehen und Aktienberater dahingehend sensibilisieren, darauf zu achten, was Privatanleger wirklich wollen und von ihrem Berater hinsichtlich der vier Basi


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Product Details
  • ISBN-13: 9783668610798
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 146
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3668610797
  • Publisher Date: 20 Mar 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 199 gr


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