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Evaluierung von Second Life im Vergleich zu anderen Formen von Testmärkten

Evaluierung von Second Life im Vergleich zu anderen Formen von Testmärkten

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Ansbach - Hochschule für angewandte Wissenschaften Fachhochschule Ansbach, Sprache: Deutsch, Abstract: Die virtuelle Welt Second Life ist schon seit einiger Zeit ein gewichtiges und heiß diskutiertes Thema in den Medien. Man liest von Firmen, die in SL, wie Second Life auch abgekürzt wird, eine Niederlassung eröffnen und sich hoher Besucherzahlen erfreuen, während sich andere nach anfänglichem Enthusiasmus enttäuscht wieder zurückziehen. Die Studie "Zukunftstrend und Erfolgsfaktoren im Automobilgeschäft", die von der Marktforschungsfirma Puls GmbH durchgeführt wurde, ergab, dass immerhin 30 Prozent vom 2000 befragten Autokäufern Second Life kennen. Viele von ihnen sind dort aktiv. Auch einige Automobilhersteller eröffneten eine Präsenz. Man kann davon ausgehen, dass einige der Befragten diese Präsenzen aufgesucht haben, um sich z. B. über ein Automodell zu informieren. Virtuelle Welten und besonders Second Life haben also vielleicht sogar einen Einfluss auf den Informations- und Kaufentscheidungsprozess. Es liegt nahe, dass Unternehmen dieses neue Medium in ihr Marketingprogramm mit einbeziehen wollen, um es für die unterschiedlichsten Maßnahmen zu nutzen. So können etwa Methoden der Marktforschung wie Umfragen oder Testmärkte in Frage kommen. Doch ist dies überhaupt in einer virtuellen Welt möglich? Was macht den Erfolg eines Engagements in Second Life aus? Und was versprechen sich Firmen von einer Präsenz dort? Diese Arbeit versucht genannten Fragen zu beantworten. Das Phänomen Second Life soll hinsichtlich seiner Möglichkeiten für die Marktforschung mit besonderem Fokus auf Testmärkte im Rahmen einer empirischen Untersuchung erkundet werden.


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Product Details
  • ISBN-13: 9783638941778
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Weight: 195 gr
  • ISBN-10: 3638941779
  • Publisher Date: 19 May 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm


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Evaluierung von Second Life im Vergleich zu anderen Formen von Testmärkten
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