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Elektronische Firmenkundengeschäft Der Kreditinstitute Mit Dem Industriellen Mittelstand: Ein Strategisches Marketing-Konzept Für Die Bankpraxis

Elektronische Firmenkundengeschäft Der Kreditinstitute Mit Dem Industriellen Mittelstand: Ein Strategisches Marketing-Konzept Für Die Bankpraxis

          
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About the Book

Neue Technologien wie das Internet oder EDIlEDIFACT erweitern den Spielraum bei der Gestaltung und dem Vertrieb von Bankprodukten im Firmenkundenge- schäft. Infolge dessen gewinnt das elektronische Firmenkundengeschäft eine wach- sende Bedeutung und kann u.a. als Instrument zur Intensivierung der Kundenbin- dung oder zur Differenzierung durch Produktinnovationen genutzt werden. Auf- grund seiner Bedeutung und spezifischen Problemlage erweist sich der industrielle Mittelstand als besonders attraktive Zielgruppe für Bankleistungen des elektroni- schen Firmenkundengeschäfts. Ziel dieses Buches ist die Entwicklung eines praxisorientierten Marketing- Konzepts für das elektronische Firmenkundengeschäft mit dem industriellen Mit- telstand. Grundlage hierfür bildet neben einer detaillierten Situationsanalyse eine repräsentative Firmenkundenumfrage bei mittelständischen und großen Industrie- unternehmen, deren Anforderungsprofil, Ausstattungsbedarf und Ausstattungsgrad im elektronischen Firmenkundengeschäft ausführlich dargestellt werden. Unter Verwendung multivariater Analysemethoden wird eine potentialorientierte Seg- mentierung entwickelt, die in konkrete Handlungsempfehlungen für die identifi- zierten Segmente mündet. Die vorliegende praxisorientierte Untersuchung entstand im Rahmen einer For- schungstätigkeit des Verfassers im Kompetenzzentrum Medien am Institut für Bankinformatik an der Universität Regensburg. Das 1993 von Prof. Bartmann gegründete Institut für Bankinformatik betreibt vorwettbewerbliche Forschung zum Thema "Finanzdienstleistungen in der Informationsgesellschaft". Dieses Rahmenthema wird in einzelnen Kompetenzzentren vertiefend bearbeitet. Thema des Kompetenzzentrums Medien (CC Medien) ist der Einfluß elektronischer Me- dien auf die Bank-Kunde-Schnittstelle. Bankpartner im CC Medien sind die Baye- rische Vereinsbank, die Bayerische Landesbank, der Bayerische Sparkassen- und Giroverband vertreten durch das Informatik Zentrum Bayern und die Schmidt- Bank.


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Product Details
  • ISBN-13: 9783790810868
  • Publisher: Physica-Verlag GmbH & Co
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 19 mm
  • Weight: 494 gr
  • ISBN-10: 379081086X
  • Publisher Date: 03 Mar 1998
  • Height: 234 mm
  • No of Pages: 330
  • Series Title: Bankinformatik-Studien
  • Sub Title: Ein Strategisches Marketing-Konzept Für Die Bankpraxis
  • Width: 156 mm


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Elektronische Firmenkundengeschäft Der Kreditinstitute Mit Dem Industriellen Mittelstand: Ein Strategisches Marketing-Konzept Für Die Bankpraxis
Physica-Verlag GmbH & Co -
Elektronische Firmenkundengeschäft Der Kreditinstitute Mit Dem Industriellen Mittelstand: Ein Strategisches Marketing-Konzept Für Die Bankpraxis
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