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Management des Markenwerts bei Luxuskonsumgütern

Management des Markenwerts bei Luxuskonsumgütern

          
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About the Book

Inhaltsangabe: Problemstellung: Profitierten traditionelle Luxusunternehmen wie Chanel, Hermes, Cartier oder Louis Vuitton im vergangenen Jahrzehnt noch von der wirtschaftlichen Hochkonjunktur, so sehen sich die Nobelhäuser jetzt einer besorgniserregenden Stagnation ihrer Verkaufszahlen gegenüber. Problematisch wirkt sich zum einen die stetig wachsende Zahl der Unternehmen aus, die versuchen, von den hohen Margen auf dem Luxusmarkt zu profitieren, und damit die Konkurrenz in bisher nicht gekannter Weise verschärfen. Zusätzliche Brisanz erhält die Situation, da die von den Luxushäusern für ihre Produkte in Anspruch genommene überragende Qualität aufgrund der im allgemeinen zu beobachtenden Tendenz der fortschreitenden Homogenisierung des Produktangebots nicht länger einen wettbewerbsentscheidenden Vorteil darstellt. Die Jahre des absoluten Wachstums in den 80ern, als sich Luxusprodukte fast von selbst verkauften, sind also definitiv vorbei. Gleichzeitig darf damit eine Ära für beendet erklärt werden, in der lediglich kreative Intuition als bestimmende Erfolgsformel die Geschicke der Unternehmen zu lenken vermochte. Vielmehr sind jetzt klare Konzepte vonnöten, die den speziellen Eigenarten der Luxusgüter gerecht werden und die Existenz der Hersteller auf dem Luxusmarkt sichern helfen. Doch statt sich an die veränderten Bedingungen anzupassen und diese Umstellung konsequent zu vollziehen, sonnen sich viele im Glanz alter Tage und erliegen den Verlockungen kurzfristig angelegter umsatzsteigernder Maßnahmen, ohne langfristige Konsequenzen für die Marke in Betracht ziehen. Unter Umständen mit fatalen Folgen: Gerade im Luxusbereich lässt sich nämlich eine Erweiterung des Abnehmerstamms nicht beliebig vornehmen, da die Exklusivität der Produkte ihr entscheidendes Wesensmerkmal repräsentiert. Zunehmende Verbreitung in der Bevölkerung birgt grundsätzlich und insbesondere vor dem Hintergrund des allgemein konstatierten Wertewandels auf seiten der Konsumenten, der sie dem Luxu


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Product Details
  • ISBN-13: 9783838633954
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838633954
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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