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Entwicklung des Marketingkonzepts - Schwerpunkt Kommunikation für den Bereich Kundenbindung bei 9Live Fernsehen

Entwicklung des Marketingkonzepts - Schwerpunkt Kommunikation für den Bereich Kundenbindung bei 9Live Fernsehen

          
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About the Book

Inhaltsangabe: Einleitung: „Ich habe heute mindestens 50x versucht euch anzurufen und jedes mal sagte mir eine nette Stimme „Diesmal hatten Sie leider kein Glück..." ich finde das empörend!" „Ich schaue auf jeden Fall nicht mehr zu!" „Ich habe gestern Abend um den Jackpot von 6000€ gespielt und gewonnen. Das ist Wahnsinn....Vielen Dank an 9Live!" „Ich bin von Eurer Arbeit begeistert. Eure treue Zuschauerin.." 9Live Fernsehen polarisiert. Nicht nur die Medienwelt (Zitat Financial Times: „Billigmoderatoren quasseln stundenlang, stellen doofe Ratespielfragen und liefern köstliche Versprecher"), sondern auch Zuschauer, also Konsumenten, auf die sich meine Arbeit im Folgenden bezieht. 9Live bietet als erster interaktiver Fernsehsender Deutschlands seinen Zuschauern die Möglichkeit, sich aktiv und live an der Programmgestaltung zu beteiligen, mitzuwirken und mitzuspielen. Vor allem über das Telefon aber auch mittels zukunftsweisender Kommunikationswege wie SMS, WAP etc. Deutschlands erstem Quizsender ist es gelungen, mit Transaktionsfernsehen zum erfolgreichsten, wachstumsstärksten aber auch meist kritisiertesten Spartensender im deutschen TV- Markt zu werden. Als Volontärin bei 9Live werde ich häufig mit kritischen Äußerungen aber auch mit Lob für das innovative, mutige Konzept das wir äußerst erfolgreich umsetzen, konfrontiert. Da jedoch trotz intensiver Aufklärungsarbeit Missverständnisse und Unzufriedenheit auf Zuseherseite bestehen, möchte ich im Rahmen dieser Diplomarbeit Verbesserungsvorschläge zur Kundenbindung und Neukundengewinnung aufzeigen, um trotz zunehmender Konkurrenz im Markt erfolgreich zu bleiben. Ziel dieser Arbeit ist es, die Bedeutung und den Nutzen von Kundenbindungsmaßnahmen im Rahmen des Managementprozess des Marketings für 9Live zu verdeutlichen und eine Entscheidungshilfe zum strategischen Umsetzung zu geben. Inhaltsverzeichnis: Inhaltsverzeichnis: A.Vorwort5 B.Einleitung- Begriffsdefinition6 C.Analyse7 1.Allgemeine Umfeldfaktoren7


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Product Details
  • ISBN-13: 9783838679488
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838679482
  • Publisher Date: 29 Apr 2004
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 118 gr


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