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Markenbildung in der Gastronomie: Eine kritische Analyse

Markenbildung in der Gastronomie: Eine kritische Analyse

          
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About the Book

Inhaltsangabe: Einleitung: Der deutsche Tourismusmarkt befindet sich in einer Phase der tiefgreifenden Veränderung. Die Verwirklichung des europäischen Binnenmarktes führt nicht nur zu einem harten Auslese- und Konzentrationsprozess in der ursprünglich mittelständisch geprägten Hotellerie, verursacht durch den Expansionsdrang nationaler und internationaler Konzerne. Dieser Trend ist inzwischen auch auf dem gastronomischen Markt zu erkennen. In den 80er Jahren galt noch, dass das „...deutsche Gastgewerbe geprägt [ist; H.F.] von einer großen Zahl kleiner, individuell geführter Unternehmen, die teilweise in einem ruinösen Verdrängungswettbewerb stehen." Inzwischen treten auch in diesen Markt verstärkt Gastronomiemarken ein. Diskutiert wird in diesem Zusammenhang die Gefahr der Verdrängung traditioneller, gewachsener Gastronomiebetriebe, einhergehend mit einem Verlust von Individualität und einer aufkommenden Homogenisierung respektive Standardisierung des Geschmacks. Die Konzentrationstendenzen lassen sich anhand eines Vergleichs der Umsatzentwicklung der 10 größten Gastronomieunternehmen während der letzten Dekade mit der Entwicklung der gesamten Branche beobachten. Zusätzlich führt die Vermischung von traditionellen Individualbetrieben und Systemkonzepten zu einer Multiplikation der Betriebsarten und -typen. Zu beobachten ist aber nicht nur eine zunehmende Komplexität, sondern ebenfalls eine Dynamisierung der Veränderungen. Diese Entwicklungen zeigen sich sowohl in divergierenden Marktauftritten als auch durch die Multi-plikation der Gestaltung der Betriebssysteme. Veränderungen sind auch auf der Nachfrageseite zu erkennen. Schlagworte sind der „hybride" oder gar der „multioptionale" Konsument. Aus ernährungspsychologischer Sicht ist eine abnehmende Wertschätzung und Entfremdung sowohl gegenüber Lebensmitteln als auch dem gesamten Verhaltensbereich „Essen" zu erkennen. Der Markenbildung in der Gastronomie kommt unter diesen Voraussetzungen eine zunehmende Bedeutung z


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Product Details
  • ISBN-13: 9783838663081
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 136 gr
  • ISBN-10: 383866308X
  • Publisher Date: 15 Jan 2003
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Sub Title: Eine kritische Analyse
  • Width: 148 mm


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