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Markenpolitik als Erfolgsfaktor im Einzelhandel

Markenpolitik als Erfolgsfaktor im Einzelhandel

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Handel und Distribution, Note: 1,7, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Sprache: Deutsch, Abstract: Der Einzelhandel in Deutschland ist ein hart umkämpfter Markt. Er ist geprägt durch stagnierende Umsätze und durch eine zunehmende Marktsättigung, die seit den 90er Jahren in Deutschland festzustellen ist. Dies führt zu einem starken Verdrängungswettbewerb. Gleichwohl sind zunehmende Konzentrationstendenzen festzustellen. Die Handelslandschaft gliederte sich einst in eine Vielzahl kleiner und mittlerer Handelsbetriebe, die lediglich eine lokale oder regionale Bedeutung hatten. Durch Akquisitionen, Fusionen oder freiwillige Ketten haben sich die Größenordnungen drastisch verändert. Ein zusätzliches wesentliches Problem im Einzelhandel ist die hohe Austauschbarkeit von konkurrierenden Handelsunternehmen und das daraus resultierende Profilierungsdefizit. Daraus lässt sich ableiten, dass Handelsunternehmen den Konsumenten keine ausreichenden Differenzierungsmerkmale für ihre Kaufentscheidung mehr geben können. Die Konsequenzen hieraus sind weitreichend: Verlust der Identität der Handelsunternehmen, starke Abhängigkeit von der im Sortiment geführten Marken, sinkende Handelsspannen und hohe Preisreagibilität der Konsumenten bei gleichen Produkten der Konkurrenz. Die Situation im deutschen Einzelhandel lässt sich so beschreiben, dass Konsumenten ein Maximum an Verkaufsfläche, aber ein Minimum an Differenzierung vorfinden. Vor dem Hintergrund austauschbarer Handelsunternehmen und der hohen Wettbewerbsintensität, sind Handelsunternehmen mit niedrigen Preisen und Sonderangeboten kurzfristig im Vorteil. Handelsunternehmen versuchen als Konsequenz hieraus, durch Markenpolitik ein eigenständiges Profil zu erzeugen, um sich dem Preiskampf und der zunehmenden Homogenisierung der Einzelhandelsbranche zu entziehen. Deshalb bauen Handelsunternehmen vermehrt einen direkten Kontakt zu den Konsumenten auf. Die


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Product Details
  • ISBN-13: 9783656067412
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656067414
  • Publisher Date: 28 Nov 2011
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 149 gr


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