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Customer Journey Mapping für einen fiktiven Praxisfall

Customer Journey Mapping für einen fiktiven Praxisfall

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, SRH Fernhochschule, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist es, einen repräsentativen Anwendungsfall zu konstruieren, der verständlich macht, wie ein Automobilhersteller vorgehen kann, um seine Kunden besser zu verstehen und dementsprechend seine Aktivitäten entlang der Kundenreise zielorientierter auszurichten. Marktplätze verschieben sich vom analogen zum digitalen Kontext, ermöglichen dabei stetig steigende Umsatzzahlen im E-Commerce und zwingen produzierende Anbieter zum Aktivwerden. Unlängst haben sich Verhalten und Erleben der Kunden fundamental verändert, womit auch die Anforderungen an Unternehmen gestiegen sind. So muss die gesamte Reise des Kunden im Kaufprozess, inklusive des Erlebnisses, der Hürden und Wünsche akribisch erarbeitet und verstanden werden, um den Anforderungen gerecht werden zu können. Insbesondere Hersteller in der Automobilbranche stehen somit vor der Herausforderung, einen Kaufprozess, der bisher verstärkt auf der analogen Abwicklung basiert, zu überarbeiten und an die neuen Anforderungen der Kunden vor dem Hintergrund der Digitalisierung anzupassen. Als Digital Consultant beauftragt, sollen in dieser Arbeit die Marketing- und Vertriebsmaßnahmen eines fiktiven und dennoch repräsentativen Automobilherstellers überprüft und überarbeitet werden, indem ein Customer Journey Mapping mit entsprechender Konstruktion eines exemplarischen Persona-Steckbriefes ausgearbeitet wird. Dies stellt dementsprechend einen realistischen Anwendungsfall eines Kunden dar, der sich inmitten der soeben beschriebenen Herausforderung befindet, den neuen Kundenanforderungen gerecht zu werden. Das Customer Journey Mapping ist dabei ein probates Mittel, die Reise des Kunden im Kaufprozess zu visualisieren und somit ein Verständnis dafür aufzubauen, für welche Maßnahmen es eine Optimierung bedarf.


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Product Details
  • ISBN-13: 9783346551429
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346551423
  • Publisher Date: 13 Nov 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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