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Digital Corporate Publishing - Möglichkeiten und Gestaltungsansätze

Digital Corporate Publishing - Möglichkeiten und Gestaltungsansätze

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 2, Universität Kassel (Institut für Betriebswirtschaftslehre ), Veranstaltung: Kommunikationsmanagement, Sprache: Deutsch, Abstract: Unzählige Werbebotschaften kämpfen täglich um die Aufmerksamkeit potenzieller Kunden. Allein in Deutschland konkurrieren 55.000 Marken um deren Interesse. Gleichzeitig nimmt die Medienvielfalt zu. So zählte die Deutsche Fachpresse im Jahr 2007 fast 4000 Fachzeitschriftentitel und der US-Marktforscher ComScore registrierte etwa drei Millionen Websites. Unternehmen fragen sich, wie sie trotz dieser Informationsüberflutung ihre Kunden erreichen können. Corporate Publishing stellt eine Möglichkeit dar, Zielgruppen regelmäßig und mit geringen Streuverlusten zu erreichen, Vertrauen aufzubauen und das Image zu fördern. Zudem lässt sich Kundenbindung als zentrales Ziel der Strategischen Kommunikation erreichen. Diese führt dazu, dass Kunden weniger preissensitiv sind und dass man sie nicht vom Wiederkauf der Marke überzeugen muss. Loyale Kunden sind damit für das Unternehmen insgesamt profitabler (vgl. Deutsche Post 2011, S.11). Corporate Publishing (CP) im Allgemeinen und digitale Unternehmensmedien im Speziellen ermöglichen das Erreichen solcher Ziele und besitzen daher einen hohen Stellenwert für Unternehmen. Bereits 93,5% der Firmen mit mehr als 250 Mitarbeitern betreiben CP und 88% setzen Digital Corporate Publishing (DCP) ein. Der Großteil der Unternehmen sieht in digitalen Unternehmensmedien eine hervorragende Ergänzung zu den Printmedien und plant vermehrt Investitionen in diesem Bereich. Neben Webseiten, Newslettern und Videos spielen hier besonders Soziale Medien wie Corporate Blogs und Soziale Netzwerke eine Rolle (vgl. CP Basisstudie II 2010). In der folgenden Arbeit soll nun näher auf die Möglichkeiten und Gestaltungsansätze im Bereich digitaler Unternehmensmedien eingegangen werden. Nach einer Definition und Einordnung der


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Product Details
  • ISBN-13: 9783656336938
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656336938
  • Publisher Date: 24 Dec 2012
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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