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Erfolgsfaktoren von Luxusmarken. Theorie und Umsetzung

Erfolgsfaktoren von Luxusmarken. Theorie und Umsetzung

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Angewandte Wissenschaften Neu-Ulm; früher Fachhochschule Neu-Ulm, Veranstaltung: Marketing-Seminar, Sprache: Deutsch, Abstract: Seit einiger Zeit erfahren sowohl die Etablierung als auch die Führung von Produkten und Dienstleistungen in gehobenen Marktsegmenten ein steigendes Interesse in Wissenschaft und Praxis. Eine besonders hohe Herausforderung liegt hierbei im Bereich der Markenpolitik, da die Marke als Kristallisationspunkt die einzigartigen Nutzenversprechen verkörpert, die sowohl mit Luxus- als auch mit Premiumgütern verbunden werden. Aus einer gesamtwirtschaftlichen Perspektive stellt vor allem der gestiegene Wohlstand innerhalb der westlichen Industrienationen eine Erklärung für die zunehmende Nachfrage nach Luxusgütern dar. Beispielhaft hierfür steht Deutschland. Das verfügbare Einkommen der privaten Haushalte stieg von 980 Mrd. in 1991 auf 1.386 Mrd. im Jahr 2002. Hiermit wurde die materielle Voraussetzung für eine "Demokratisierung" des Luxus geschaffen. Diese versetzt eine steigende Anzahl von Konsumenten in die Lage, höherpreisige Luxusmarken zu erwerben. Betrachtet man die Thematik aus soziologischer Perspektive, erscheint die grundsätzliche gewandelte Funktion des Konsums eine weitere Erklärung für die zunehmende Bedeutung von Luxus zu liefern. Konsum oder Besitz spezieller Marken erfüllen vor dem Hintergrund zunehmend verschwindender Schicht- und Klassenunterschiede über die reine Befriedigung von Grundbedürfnissen hinaus eine soziale Funktion: Die Markenwahl dient somit verstärkt dem Ausdruck der eigenen Persönlichkeit sowie des eigenen Wertesystems. Als Ergebnis lässt sich festhalten, dass das Volumen und somit die wirtschaftliche Bedeutung des Luxussektors im vergangenen Jahrzehnt stetig gestiegen ist. Nach einer Studie von Merril Lynch vom April 2000 weisen die Top-Segmente in den Branchen Schuhe, Porzellan, Silberwaren,


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Product Details
  • ISBN-13: 9783638822510
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr
  • ISBN-10: 3638822516
  • Publisher Date: 09 Oct 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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