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Bestandsaufnahme und Zukunftsperspektive von B2B-Fachmessen: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung

Bestandsaufnahme und Zukunftsperspektive von B2B-Fachmessen: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung

          
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About the Book

Masterarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, vorrangig die Bedeutungszuweisung von Messen seitens B2B-Unternehmen in Zeiten der Digitalisierung empirisch zu überprüfen, um die Zukunftsfähigkeit des Marketinginstrumentes Fachmesse zu prognostizieren. Konkret: Welche Relevanz haben Messen-Beteiligungen für die befragten Teilnehmerinnen und Teilnehmer ad hoc inne und welche Rolle werden sowohl physische als auch virtuelle Messen zukünftig einnehmen? Zudem soll Erkenntnis darüber erlangt werden, welche Auswirkungen die Digitalisierung auf die Kommunikation der Messeaussteller hat. Der Fokus dieser Studie liegt in der onlinebasierten Messe-Kommunikation von B2B-Unternehmen und wie diese auf den digitalen Wandel reagieren: von der Planung über die Durchführung bis hin zur gezielten Nachbearbeitung der Messe. Folgende Fragestellung ergibt sich: Welche Trends und Entwicklungen kennzeichnen das ausstellerseitige Messe-Marketing hinsichtlich Kommunikation und Präsentation? Fachmessen, mit Fokus auf den B2B-Bereich, sind zunehmend mit einer steigenden Markt-, Wettbewerbs- und Umweltdynamik konfrontiert. Insbesondere die Globalisierung, als treibender Faktor, übt starken Einfluss auf diverse Veränderungen bei B2B-Messen aus. Das Zusammenspiel von Angebot und Nachfrage pendelt sich neu ein. Einflussreiche Faktoren führen dazu, dass Aussteller mitunter im Prozess der Kundenakquise umdenken und sich den Veränderungen im Messewesen anpassen müssen, um B2B-Messen als Marketinginstrument erfolgreich nutzen zu können. Fachmessen besitzen ein entscheidendes Potential für Anbieter als Marketing-Instrument. Das liegt nicht zuletzt daran, dass sich die Messe wie kaum ein anderes kommunikationspolitisches Instrument zur persönlichen Information sowie Kommunikation zwischen Anbietern


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Product Details
  • ISBN-13: 9783668556881
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 120
  • Spine Width: 7 mm
  • Weight: 168 gr
  • ISBN-10: 3668556881
  • Publisher Date: 16 Nov 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung
  • Width: 148 mm


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Bestandsaufnahme und Zukunftsperspektive von B2B-Fachmessen: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung
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Bestandsaufnahme und Zukunftsperspektive von B2B-Fachmessen: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung
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Bestandsaufnahme und Zukunftsperspektive von B2B-Fachmessen: Eine ausstellerzentrierte empirische Studie zur Bedeutung und Entwicklung des Marketinginstruments B2B-Fachmesse in Zeiten der Digitalisierung

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