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Demografischer Wandel und Nahversorgung: Herausforderungen und Lösungsansätze für das Marketing im deutschen Lebensmitteleinzelhandel

Demografischer Wandel und Nahversorgung: Herausforderungen und Lösungsansätze für das Marketing im deutschen Lebensmitteleinzelhandel

          
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About the Book

Die Tatsache, dass sich der demografische Wandel unaufhaltsam fortsetzt, lässt sich nicht leugnen. Die Menschen werden immer älter, die Bevölkerung im Allgemeinen aber auch immer kleiner, da nicht genug Kinder geboren werden. Diese Entwicklung hat Auswirkungen auf nahezu alle Bereiche: Auf die deutsche Wirtschaft und im Besonderen auf den Lebensmitteleinzelhandel (LEH) werden ältere Konsumenten einen erheblichen Einfluss ausüben. Da sie zahlenmäßig in Zukunft den größten Teil der Bevölkerung darstellen und über eine bedeutende Kaufkraft verfügen, wird eine Veränderung der Zielgruppe von der heute hauptsächlich umworbenen Gruppe der 14- bis 49-Jährigen hin zur Generation 50plus stattfinden. Die demografische Entwicklung sowie die daraus resultierenden Auswirkungen auf die verschiedenen Bereiche werden in dieser Arbeit im ersten Teil behandelt. Um nun aus Sicht des LEH speziell auf diese Kundengruppe eingehen und reagieren zu können, ist es außerordentlich wichtig, die Veränderungen zu kennen und zu verstehen, die ältere Menschen durchleben. Die biologischen, psychologischen und soziologischen Veränderungen dieser Generationen werden in dieser Arbeit nacheinander beleuchtet und mögliche Reaktionen des LEH in Form von strategischen und operativen Maßnahmen dargestellt. Aufgrund der derzeit zu beobachtenden Problematik, dass gerade den Senioren zunehmend die Möglichkeit genommen wird, in der Nähe ihrer Wohnung Lebensmittel einzukaufen, soll sich der letzte Teil der Arbeit eben diesem Problem widmen, indem die fehlende Nahversorgung in Deutschland näher beschrieben wird und mögliche Maßnahmen für die verschiedenen Seniorentypen dargelegt werden.
About the Author: Julia Lugert, B.A., wurde 1990 in Fürth geboren. Ihr Studium der Betriebswirtschaftslehre an der Georg-Simon-Ohm Hochschule in Nürnberg schloss sie 2013 mit den Schwerpunkten Marketing, Personalwesen und Logistik erfolgreich ab.


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Product Details
  • ISBN-13: 9783956842948
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Sub Title: Herausforderungen und Lösungsansätze für das Marketing im deutschen Lebensmitteleinzelhandel
  • Width: 148 mm
  • ISBN-10: 3956842944
  • Publisher Date: 14 Mar 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 95 gr


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Demografischer Wandel und Nahversorgung: Herausforderungen und Lösungsansätze für das Marketing im deutschen Lebensmitteleinzelhandel
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Demografischer Wandel und Nahversorgung: Herausforderungen und Lösungsansätze für das Marketing im deutschen Lebensmitteleinzelhandel
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