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Chancen und Risiken des E-Commerce im Rahmen einer Cross-Channel-Commerce Strategie

Chancen und Risiken des E-Commerce im Rahmen einer Cross-Channel-Commerce Strategie

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Handel und Distribution, Note: 2,0, Private Fachhochschule Göttingen, Sprache: Deutsch, Abstract: Die Möglichkeit für den Kunden, seine Güter und Dienstleistungen über eine Vielzahl ihm zur Verfügung stehender Kanäle bereitgestellt zu bekommen und erwerben zu können, ist in der Handelslandschaft seit Jahren nicht mehr wegzudenken und zählt zur gängigen Praxis im Handel. Dies lässt sich vor allem auf die steigende Bedeutung von Online-Vertriebskanälen, insbesondere vom Internet, dessen rasante Entwicklung und Positionierung im Absatzkanalsystem in den letzten Jahren kontrovers diskutiert wurde, zurückführen. Durch die immer weiter voranschreitende Etablierung des Electronic Commerce als Handelsformat und der Dynamik in der Weiterentwicklung von Online-Kanälen sind Restrukturierungs- und Umdenkprozesse der Absatzkanalsysteme für Unternehmen unabdingbar geworden. Kunden nutzen die verschiedenen Kanäle nicht zur sequenziell, sondern häufig parallel, was den Handel vor die Herausforderung stellt, die verschiedenen Kanäle dem Kunden nicht nur unabhängig nebeneinander, in Form eines Multi-Channel-Systems, anzubieten, sondern diese integrativ zu betrachten und auszugestalten. Eine alleinige Differenzierung auf Grundlage des reinen Einsatzes unterschiedlicher Vertriebskanäle ist aufgrund der gegenwärtigen Verbreitung des E-Commerce nicht mehr erfolgsversprechend. Der gesamte Handel muss umdenken, weshalb in der Unternehmenspraxis immer mehr Händler dazu übergehen, ihre Absatzkanäle und Prozesse miteinander zu verknüpfen. Dieses Prinzip des Cross-Channel-Commerce soll dem Konsumenten einen problemlosen Übergang zwischen den alternativen Online- und Offline-Absatzkanälen in Echtzeit ermöglichen. Einhergehend mit diesem System sind für die Unternehmen aber auch wesentliche Veränderungen der Abläufe und Prozesse sowie der gesamten Unternehmensstruktur. Daher bedarf es der Fragestellung, welche Stellung der E-Commerce in


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Product Details
  • ISBN-13: 9783668442047
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr
  • ISBN-10: 3668442045
  • Publisher Date: 31 May 2017
  • Height: 254 mm
  • No of Pages: 8
  • Spine Width: 1 mm
  • Width: 178 mm


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