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Konzeption einer Online-Kommunikationsstrategie für die Marke Arko

Konzeption einer Online-Kommunikationsstrategie für die Marke Arko

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Brand Academy Hamburg, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es für die Confiseriemarke arko eine zeitgemäße Online-Kommunikationsstrategie zu konzipieren. Dabei wird als Grundlage, für die Erarbeitung einer integrierten Kommunikationsstrategie, das Unternehmen analysiert. Einhergehend mit den Veränderungen in dieser radikalen Revolution, findet ein Paradigmenwechsel ("big tectonic shifts") in dem Konzept der Marke und seiner Kommunikation statt. Der Nutze rückt mehr in den Mittelpunkt des Geschehens. Das Kommunikations- und Medienverhalten der Nutzer hat sich verändert und damit auch die Anforderungen an die Kommunikation. Dies beginnt bereits bei der Suche. In der heutigen Zeit spielen Suchmaschinen eine tragende Rolle. Das Unternehmen muss eine gewisse Sichtbarkeit erreichen. "Was sie nicht finden und anzeigen, gilt für die meisten Nutzer als nichtexistent beziehungsweise irrelevant (Ruisinger 2016 S.228)". In Verbindung damit gilt es vor allem das Abrufen von Informationen unabhängig von Ort, Zeit und Gerät zu erfüllen. Im Bezug auf die Informationen erfolgt ein Wandel von reiner Push-Kommunikation zu einem wechselseitigen Push-Pull-Verhältnis sowie von einer ausschließlichen Top-down-Kommunikation zu einem steigenden Einfluss von Bottom-Up-Kommunikation. Gerade im Social Media Bereich wird der Empfänger zum Multiplikator. Ein Wandel findet ebenfalls durch eine Machtverschiebung statt. Unternehmen müssen sich der Aufgabe bewusst sein, sowohl nach innen als auch nach außen, ein starker Informationsträger zu sein. Da es sich bei den Rezipienten nicht mehr um passive Informationsempfänger, sondern um gut informierte Prosumers handelt, welche nicht von reinen Botschaften und Unternehmensinformationen, sondern durch echte Mehrwert und gute Community überzeugt werden. Die Konsumenten fordern einen aktiven Dialog mit den Unternehmen. Diese Veränderu


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Product Details
  • ISBN-13: 9783668953833
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 366895383X
  • Publisher Date: 05 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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