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Implikationen des Internet of Things (IoT) für das Customer Relationship Management: Strategisches Kundenverhalten, Preisdiskriminierung und Wechselkosten als Beispiele

Implikationen des Internet of Things (IoT) für das Customer Relationship Management: Strategisches Kundenverhalten, Preisdiskriminierung und Wechselkosten als Beispiele

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Zeppelin University Friedrichshafen, Sprache: Deutsch, Abstract: Die Arbeit beschäftigt sich explizit mit den Implikationen des Internet of Things (IoT) für das Customer Relationship Management (CRM) als essentieller Bestandteil des Marketings. Dabei werden vier Implikationen exemplarisch betrachtet und im Hinblick auf ihre Mehrwerte und Risiken untersucht. Die Erfindung des Internets hat den Menschen nicht nur den Zugriff auf viele facettenreiche Informationen ermöglicht, sondern hat auch den Menschen die Möglichkeit gegeben, das Internet als Instrument des Widerstands gegen Unterdrückung und als Werkzeug für gesellschaftspolitische Teilhabe zu nutzen. Das IoT bringt diese Informationsvielfalt mit seinen konnektiven Produkten in jedermanns Haushalt und bewirkt damit eine Vernetzung des ehemals Getrennten: Physische und digitale Produkte und Dienstleistungen gehen im 21ten Jahrhundert eine symbiotische Verbindung ein. Das impliziert tiefgreifende Veränderungen auf der technischen, wirtschaftlichen und insbesondere auf der sozialen Ebene. Deswegen ist diese neueste Errungenschaft von besonderer und zunehmender Bedeutung für unser Zeitalter. Begründen lässt sich diese Bedeutung bereits jetzt anhand von Zahlen: In den letzten fünf Jahren stiegen nach der IDC-Studie die IoT-fähigen Geräte von 12,1 auf 30,3 Milliarden. Bis 2030 wird sich diese Entwicklung weiter fortsetzen. Dieser Trend spiegelt sich darin wider, dass einfachen Alltagsgegenstände innovative Fähigkeiten zugefügt werden und somit neue Produkte entstehen - wie eine vernetzte Zahnbürste oder ein konnektiver Heizkörper. Einen stark wachsenden Einfluss hat diese fortschreitende digitale Transformation auf die deutsche Wirtschaft, die in ihren Dienstleistungsbereichen und weiteren Industriezweigen disruptiv verändert wird. Das IoT wird sogar als Game Changer betrachtet, welcher "die Spielregeln für Wirtscha


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Product Details
  • ISBN-13: 9783346565655
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 22
  • Spine Width: 1 mm
  • Weight: 41 gr
  • ISBN-10: 3346565653
  • Publisher Date: 22 Apr 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Strategisches Kundenverhalten, Preisdiskriminierung und Wechselkosten als Beispiele
  • Width: 148 mm


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Implikationen des Internet of Things (IoT) für das Customer Relationship Management: Strategisches Kundenverhalten, Preisdiskriminierung und Wechselkosten als Beispiele
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