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Markenpolitik im schienengebundenen Personenverkehr: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL

Markenpolitik im schienengebundenen Personenverkehr: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL

          
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About the Book

Das Unternehmen Thalys ist ein Joint Venture der Deutschen Bahn (DB), der belgischen Staatsbahn SNCB-NMBS sowie der französischen Staatsbahn SNCF. Die Deutsche Bahn (DB) und die französische Staatsbahn (SNCF) bieten unter den Marken 'ICE' (DB) und 'TGV' (SNCF) jedoch Dienstleistungen an, die sich mit denen der Marke Thalys teilweise überschneiden. Thalys, ICE und TGV stehen daher in einer Konkurrenzsituation, die aus Perspektive des Unternehmens Thalys suboptimal ist. Eine Bündelung der Dienstleistungen aller drei Unternehmen auf eine einzelne Marke Thalys erscheint sinnvoll, jedoch nur dann, wenn diese als eigenständige Marke mit starker Überlegenheit bei der Erfüllung von Kundenbedürfnissen (='Superiorität') wahrgenommen wird. Um das Vorliegen einer solchen Superiorität bei Thalys prüfen zu können, stellt diese Studie die subjektive Wahrnehmung der Marke in den Mittelpunkt. Letztere wird im Rahmen einer empirischen Studie durch die qualitative Befragung von Thalys-Kunden ermittelt.
About the Author: Tobias Klein, geboren 1981, hat nach dem Abitur zwei Jahre lang in Paris gelebt und dort eine Ausbildung zum Industriekaufmann absolviert (Abschluss der IHK und des französischen Brévet Technicien Supérieur de Commerce International). Hieran schlossen sich ein Bachelorstudium der Betriebswirtschaftslehre mit den Schwerpunkten "Interkulturelles Management", "Personalmanagement", und "Marketing Management", ein Master in Wirtschaftspsychologie an der Hochschule Fresenius in Köln und ein Studium der Betriebswirtschaftslehre an der Justus-Liebig-Universität in Gießen an.


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Product Details
  • ISBN-13: 9783954257423
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 26 mm
  • Weight: 593 gr
  • ISBN-10: 3954257424
  • Publisher Date: 23 Oct 2014
  • Height: 210 mm
  • No of Pages: 500
  • Series Title: German
  • Sub Title: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL
  • Width: 148 mm


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Markenpolitik im schienengebundenen Personenverkehr: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL
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Markenpolitik im schienengebundenen Personenverkehr: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL
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