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Entwicklung eines integrierten Kommunikationskonzeptes für den Automobilhersteller Volkswagen

Entwicklung eines integrierten Kommunikationskonzeptes für den Automobilhersteller Volkswagen

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Veranstaltung: Integrierte Kommunikation und Cross Media, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, ein integriertes Kommunikationskonzept für den Automobilhersteller Volkswagen zu erstellen. Zunächst wird aus einer Situationsanalyse des Unternehmens die Problemstellung im Hinblick auf den Abgasskandal im Jahre 2015 beschrieben. Im weiteren Schritt werden Maßnahmen festgelegt, die zur Planung und Umsetzung einer Kampagne dienen. Aufgrund der vorgegebenen Seitenanzahl konzentriert sich die folgende Arbeit auf die Ausgestaltung eines Kommunikationsansatzes. Verschiedene Online-Marketinginstrumente werden im Bezug zur Kampagne vorgestellt, wobei das Influencer-Marketing in den Fokus rückt. Der deutsche Automobilhersteller VW wurde in der frühen bis zur späten Nachkriegszeit bei den Kunden besonders mit den beiden Modellen "Käfer" und "Volkswagen Bulli" beliebt. Im Laufe des 20. Jahrhunderts wurden die zwei grundverschiedenen Automodelle zum Synonym für hochwertige Automobile und deutsche Bautechnik. Zusätzlich verkörperten diese Fahrzeuge einen neuen, freien Lebensstil, dem die Menschen, nicht nur in Deutschland, sondern auch auf der ganzen Welt, mit offenen Armen begegneten. Was diese Autos so großartig machte, war nicht nur die Tatsache, dass sie gut verarbeitet waren: beide Autos brachten kulturelle Phänomene mit sich und sicherten sich ihren Platz als eines der großartigsten Autos aller Zeiten. Der "VW Käfer" war ein Auto, das schon vor dem 2. Weltkrieg gebaut wurde, welches jedoch nach dem Krieg zum Symbol des deutschen Wirtschaftswunders wurde und weltweit als zuverlässiges und erschwingliches Familienauto galt. Der "VW Bulli" war zur richtigen Zeit am richtigen Ort: Das Wirtschaftswunder im Nachkriegsdeutschland führte zu einer neuen Ära des Massentourismus. Die meisten Leute fuhren mit dem Auto zu ihren Url


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Product Details
  • ISBN-13: 9783346038210
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 16
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3346038211
  • Publisher Date: 23 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 41 gr


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Entwicklung eines integrierten Kommunikationskonzeptes für den Automobilhersteller Volkswagen
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Entwicklung eines integrierten Kommunikationskonzeptes für den Automobilhersteller Volkswagen
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