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Efficient Consumer Response der Zweiten Generation - Werdegang eines Strategiekonzeptes auf dem Weg zu nachhaltiger Kundenorientierung

Efficient Consumer Response der Zweiten Generation - Werdegang eines Strategiekonzeptes auf dem Weg zu nachhaltiger Kundenorientierung

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.7, Universität Lüneburg (Universität Lüneburg), Veranstaltung: "-", Sprache: Deutsch, Abstract: Abstract Efficient Consumer Response was developed in 1993 to enhance co-operation along the value chain in order to fulfil the consumer's wishes better, faster and at less cost. This paper examines the status of this concept in Germany today. Being the most competitive market in Europe, the German market faced low growth rates and rising dissatisfaction by customers in the last years. Against that background, this paper reveals that ECR struggles to live up to its full potential in the retail industry. Problems are identified and suggestions are made, as to what needs to happen, to overcome these barriers in the future and finally provide savings and long term customer orientation. Keywords: Efficient Consumer Response, Customer Orientation, Logistic, Marketing, Supply Chain Management, Category Management, Radio Frequency Identification, Cooperation 1.1 Problemstellung In nahezu allen Branchen herrscht Wettbewerbsdruck. Jedoch muss der Handel, als eine der klassischen Bestandsgrößen der Wirtschaft, besondere Bemühungen darauf verwenden den aktuellen Trends wie schwindende Kundenloyalität, Globalisierung, Strukturwandel, Substituierbarkeit der Produkte und Sättigung der Märkte entgegenzuwirken. Die Orientierung am Kunden und dessen Bedürfnissen rückt mehr und mehr in den Mittelpunkt der Betrachtung . Für die Umsetzung dieser heute notwendigen, kundenorientierten Unternehmensführung, befinden sich Unternehmen ständig auf der Suche nach innovativen Strategien und Konzepten, die gleichzeitig Umsatzsteigerungen sowie Kundenbindung schaffen. Aus dem Potpourri von neuen Marketingstrategien identifizierte Belz sechs Bereiche, die Akzente in der heutigen Wettbewerbssituation von Handelsunternehmen setzten. Dabei zeigten besonders die Bereiche Innovative Zusammenarbeit mit Kun


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Product Details
  • ISBN-13: 9783640277711
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640277716
  • Publisher Date: 01 Mar 2009
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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