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Conjoint Measurement in der Automobilbranche: Eine empirische Analyse der Präferenzen beim Neuwagenkauf und der Werkstättenwahl

Conjoint Measurement in der Automobilbranche: Eine empirische Analyse der Präferenzen beim Neuwagenkauf und der Werkstättenwahl

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,0, Hochschule für angewandte Wissenschaften Kempten, Sprache: Deutsch, Abstract: Selbst Branchenfremden, die sich nur selten mit dem Automobilsektor beschäftigen, werden die Veränderungen der letzten Jahre kaum entgangen sein. Zuviel Aufmerksamkeit erregte eine Lebensmittelkette die plötzlich Autos zum Kauf anbot, oder ein Versandhaus, bei dem nun eine Bestellung des selbigen möglich war. Zugegeben, dabei handelte es sich um extreme Auswüchse des Neuwagenvertriebs und ihr Erfolg soll einmal dahin gestellt bleiben. Aber eine neue Ära bringt nun mal zu Beginn Experimente mit sich, die einige Jahre später - entsprechend der Kundenakzeptanz - als Unfug oder der große Durchbruch bezeichnet werden können. Einen wesentlichen Beitrag zu dieser Entwicklung und den Beginn dieser neuen Ära hat die Europäische Union geleistet, in dem sie neue rechtliche Rahmenbedingungen schuf, um so den Kraftfahrzeugsektor zu liberalisieren. Veränderungen im vorher stark geschützten Vertriebs- und Werkstattsystem sind dadurch jetzt nötig und möglich. Weiterhin ist der Automobilmarkt in Deutschland nach Jahren des Wachstums an seiner Sättigungsgrenze angelangt. Zu guten Zeiten geschaffene Produktionsmöglichkeiten der Hersteller wurden nicht rechtzeitig angepasst und führen nun zu einer enormen Überkapazität. Die Folgen sind eine Flut an Sondermodellen sowie hohe Endkundenrabatte. Wie immer trifft es das schwächste Glied in der Kette am härtesten. In diesem Fall sind das die Vertragshändler. Verließen sie sich früher auf die sie schützenden Gesetze und profitierten vom ständigen Marktwachstum, so sind sie heute mehr als denn je gefordert ihr Schicksal in die eigenen Hände zu nehmen. Dabei werden aber nur wenige die Energie und den finanziellen Rückhalt haben, sich zu Beginn geschilderte Experimente leisten zu können. Vielmehr benötigen sie eine genaue Erforschung der Kundenwünsche, um die k


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Product Details
  • ISBN-13: 9783656059868
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3656059861
  • Publisher Date: 18 Nov 2011
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Eine empirische Analyse der Präferenzen beim Neuwagenkauf und der Werkstättenwahl
  • Width: 148 mm


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