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Erfolgs- und Mißerfolgsfaktoren von Multichannelkonzepten

Erfolgs- und Mißerfolgsfaktoren von Multichannelkonzepten

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Hamburg, Sprache: Deutsch, Abstract: Die Debatte über den Wettbewerb zwischen dem Onlinehandel und dem traditionellen Offlinehandel wird inzwischen über einen langen Zeitraum ausgetragen. Die gleichen Argumente werden immer wieder hin- und her gedreht. Dennoch bestimmt das gesamte Thema die Existenz vieler Unternehmen. Trotz der Diskussionen sind bisher wenige vertretbare Schlüsse gezogen worden. Zu allererst sollte der Wettbewerb zwischen und innerhalb der Kanäle zu besseren Angeboten für die Konsumenten führen. Des Weiteren eröffnet dies eine Vielzahl neuer Möglichkeiten für Händler und Hersteller. In der folgenden Ausarbeitung wird die Fragestellung behandelt, welche Faktoren zum Erfolg in der Konzeption und Strategie von Multi-Channel-Konzepten führen. Die Warengruppe der FMCG wird von Anfang an ausgeschlossen, da diese bisher noch überwiegend offline gehandelt wird. Aufgrund des Umfanges und der Komplexität der Thematik, beschränkt sich der Autor darauf Waren der Gebrauchsgüter zu betrachten. Auch findet der behandelte Effekt des Multi-Channel-Verhaltens heutzutage überwiegend, wenn nicht komplett in dieser Warengruppe statt. Der überwiegende Teil dieser Ausarbeitung besteht aus einer Metaanalyse, welche die Effekte von Multi-Channel-Verhalten aus den Ergebnissen von verschiedenen Studien quantifizieren. Darüber hinaus wurde aktuelle Literatur aus dem Bereich des Onlinemarketings verwendet. Die Basis zur Erklärung des theoretischen Kaufentscheidungsprozesses bildet sich aus Grundlagenliteratur von Kroeber-Riel, Esch und Trommsdorff. Zu Beginn muss zum besseren Verständnis der Kaufentscheidungsprozess in Art und Ablauf dargelegt werden. Hierzu dient als Basis eine allgemeine Begriffsdefinition. [...]


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Product Details
  • ISBN-13: 9783668032064
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3668032068
  • Publisher Date: 20 Aug 2015
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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