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Internet-Gebrauchtwagenbörse und Call-Center: Innovation im Automobilhandel, durch den Einsatz des neuen Vertriebsinstrumentariums im Gebrauchtwagengeschäft

Internet-Gebrauchtwagenbörse und Call-Center: Innovation im Automobilhandel, durch den Einsatz des neuen Vertriebsinstrumentariums im Gebrauchtwagengeschäft

          
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About the Book

Inhaltsangabe: Einleitung: Die Bedeutung des Mediums Internet nimmt weltweit nicht nur im Bereich der privaten Kommunikation stark zu, sondern auch im Bereich der Informationssuche bzw. -darstellung und der Bereitschaft zur kommerziellen Nutzung. Dieser Entwicklung stellt sich auch der Automobilhandel, der zusätzlich zu herkömmlichen Vertriebssystemen vor allem im Gebrauchtwagenbereich nach neuartigen Absatzwegen sucht. Der Automobilmarkt ist ein Verdrängungsmarkt, und Hersteller werden verschwinden. Das ist seit längerem Realität, wie an den Fusionen der letzten Jahre ersichtlich wird (z.B. Rover zu BMW, Volvo PKW's zu Ford). Der Ausleseprozeß wird u.a. über den Vertrieb gesteuert, wobei strategische Vertriebsnachteile sich langfristig auswirken und der Einsatz neuer Medien zur Vermarktung von Fahrzeugen eine zukunftsweisende Rolle übernimmt. Im Rahmen dieser Arbeit werden speziell die Bestrebungen der Autohäuser, also Vertragshändler der Hersteller und Importeure, fokussiert, da diese vom Wandel im Automobilgeschäft besonders betroffen sind: Aktivere Vermarktung von Gebrauchtfahrzeugen aufgrund der verhältnismäßig hohen Verdienstspannen einerseits und der wirtschaftlichen Verpflichtung zur Inzahlungnahme eines GW beim Verkauf eines Neuwagen andererseits. Dazu verstärken vom Hersteller/ Importeur vorgegebene Absatzmengen den bestehenden Druck, dem die Händlerschaft ausgesetzt ist. Die Rolle der reinen Gebrauchtwagenhändler, die sich seit Jahren meist erfolgreich der Gebrauchtwagenvermarktung widmen, ausführlich zu erörtern, würde den Rahmen dieser Arbeit sprengen. Besonderes Augenmerk gilt daher den sogenannten Vertragshändlern, die das Gebrauchtwagengeschäft über lange Zeit stiefmütterlich behandelt haben. Das Neuwagengeschäft wird nur insoweit erörtert, als es für das Verständnis des Gebrauchtwagengeschäftes vonnöten ist. Im Anschluß an die Analyse der bestehenden Vertriebssysteme, werden unter Punkt 3. zwei innovative Möglichkeiten der Gebrauchtwagenvermarkt


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Product Details
  • ISBN-13: 9783838624402
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 118 gr
  • ISBN-10: 3838624408
  • Publisher Date: 21 Jun 2000
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Innovation im Automobilhandel, durch den Einsatz des neuen Vertriebsinstrumentariums im Gebrauchtwagengeschäft
  • Width: 148 mm


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Internet-Gebrauchtwagenbörse und Call-Center: Innovation im Automobilhandel, durch den Einsatz des neuen Vertriebsinstrumentariums im Gebrauchtwagengeschäft
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