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Erfolgsfaktoren und Hemmschwellen im E-Commerce

Erfolgsfaktoren und Hemmschwellen im E-Commerce

          
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About the Book

Inhaltsangabe: Einleitung: In den letzten Jahren entstand regelrecht eine Hysterie rund um das Thema E-Commerce. Unternehmen, Finanzanalysten und auch Kapitalanleger waren sich einig, dass die „New Economy" die Art, Güter zwischen Menschen und Personen auszutauschen, für immer verändern wird. Die Basis für die euphorisch beurteilten Wachstumsaussichten waren die möglichen Kostenvorteile durch die verringerten Transaktionskosten in Verbindung mit der Verkürzung der Absatzwege und die dadurch möglichen kompetitiven Preise, die Möglichkeiten der effizienten Informationsrecherche, der Realtime-Dialog über 24 Stunden am Tag oder die Direkt-Response-Fähigkeit welche das neue Medium bietet. Allerdings zeigen die darauf folgenden Unternehmenszusammenbrüche und die Marktstudien, die auch für das Jahr 2005 dem E-Commerce nur einen kleinen einstelligen Prozentsatz am Gesamthandelsumfang zubilligen, dass die Erwartungshaltung eine viel zu hohe war. Es zeigt sich, dass viele Barrieren und Widerstände bestehen, um einen großen Anteil am Handel ins Internet zu verlagern. Fehlende Voraussetzungen wie Internet-Zugang, Kreditkartenverbreitung, fehlendes Know How limitieren von Beginn an die Möglichkeiten. Subjektive Hemmschwellen wie angenommene oder tatsächliche mangelnde Sicherheit, der ungewohnte unpersönliche Einkauf, die mangelnde Überprüfbarkeit von Ware und Anbieter, Mängel in der Usability und Produktpräsentation begrenzen den Umfang der über das Web getätigten Einkäufe auf die oben genannten wenigen Prozent am Gesamthandel. Es zeigt sich, das die neue Modeform des elektronischen Shops alleine nicht ausreicht, um durchschlagenden Erfolg zu haben. Im Gegenteil folgt dieser neue Vertriebskanal genau denselben Erfordernissen, wie sorgfältiger Vorbereitung, perfekter Ausgestaltung und langfristiger Markteinführung, die schon immer über den Erfolg eines wirtschaftlichen Vorhabens entschieden haben. In dieser Diplomarbeit wurden die einzelnen Erfolgsfaktoren behandelt, die zu


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Product Details
  • ISBN-13: 9783838658216
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3838658213
  • Publisher Date: 09 Sep 2002
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 109 gr


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