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Einsatz eines mobilen Vertriebs bei Sparkassen: Chancen und Risiken eines neuen Vertriebskanals

Einsatz eines mobilen Vertriebs bei Sparkassen: Chancen und Risiken eines neuen Vertriebskanals

          
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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2,1, Veranstaltung: Bankbetriebswirt, Sprache: Deutsch, Abstract: "Banking is necessary, banks are not!"(Bill Gates) Frei übersetzt: "Niemand wird künftig noch eine Bankfiliale brauchen, weil es ja das Internet gibt!". Diese kurze aber prägnante Aussage des Microsoft-Chefs beschreibt die aktuellen Zukunftsängste der Kreditinstitute. Die Gründung eines Mobilen Vertriebs ist bei den Kreditinstituten in diesem Zusammenhang immer häufiger Diskussionsthema. Konnten noch vor einigen Jahren einige wenige Mobile Vertriebe am Markt gezählt werden, beläuft sich heute der Marktanteil Mobiler Vertriebe bezogen auf den deutschen Finanzdienstleistungsmarkt auf ca. 15 %. Neben ausländischen Banken sowie zahlreichen Non- und Near-Banks bieten insbesondere auch freie Finanzdienstleister ihre Beratung an. Aber auch etablierte Banken haben ihre Angebote den Marktgegebenheiten angepasst. Unter dem Produktnamen Financial Planning bieten viele Dienstleister (z.B. AWD) eine lebensbegleitende - dauerhafte - Finanzbetreuung an. Auch die Kreissparkasse Tübingen sah sich in den letzten Jahren immer stärker werdender Konkurrenz durch freie Finanzdienstleister ausgesetzt und gründete deshalb im November 2005 die Finanzpartner GmbH. Gleichzeitig hat sich das Kundenverhalten geändert. Rationalere, rendite- und preisbewusstere, vor allem aber kritischere Kunden, die häufig Mehrfachbankverbindungen unterhalten stehen den Banken gegenüber. Viele dieser Kunden wollen oder können ihre Freizeit nicht opfern, um sich vom Bankmitarbeiter in der Filiale beraten und aufklären zu lassen (z.B. Berufstätige und ältere Menschen, darunter die s.g. "Best Ager" mit über 60 Jahren und einem Gesamtvermögen von rund 2 Billionen Euro). Die Abbildung 1 zeigt welche Medien für Bankgeschäfte den Kunden heutzutage zur Verfügung stehen. Jeder zweite Kontoinhaber kann es sich vorstellen, sich im heimischen Wohnzimmer beraten zu lassen.


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Product Details
  • ISBN-13: 9783640838660
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 104 gr
  • ISBN-10: 3640838661
  • Publisher Date: 22 Feb 2011
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Chancen und Risiken eines neuen Vertriebskanals
  • Width: 148 mm


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Einsatz eines mobilen Vertriebs bei Sparkassen: Chancen und Risiken eines neuen Vertriebskanals
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