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Marketing im Transportwesen. Das Angebot der Deutschen Bahn an ein junges Publikum

Marketing im Transportwesen. Das Angebot der Deutschen Bahn an ein junges Publikum

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Internationale Fachhochschule Bad Honnef - Bonn, Sprache: Deutsch, Abstract: Mit Hilfe einer SWOT-Analyse wird zuerst die Situation der Deutschen Bahn als auch der Fernbusse auf dem Markt analysiert. Zu den bekanntesten Fernbus Anbietern gehören FlixBus und BlaBlaBus, welche in der vorliegenden Fallstudie mit der Deutschen Bahn gemessen werden. Anschließend wird die Online-Präsenz der verschiedenen Anbieter verglichen. Daraufhin werden die jungen Zielgruppen definiert und die Kommunikationsziele werden hinsichtlich der Zielgruppenansprache und der Online-Kanäle, in denen die Kampagne ausgestrahlt wird, ausgewählt. Im Anschluss können so drei zielgerichtete Online-Marketingmaßnahmen entwickelt werden. Um den Erfolg der Kampagne messen zu können, wird zum Schluss eine Evaluation der Maßnahmen vorgestellt. Anfang 2013 wurde der Fernbusverkehr vom Bundesministerium für Verkehr und digitale Infrastruktur in Deutschland in großen Teilen liberalisiert. Davor herrschte zum Schutz der Deutschen Bahn, bis auf wenige Ausnahmen, ein Verbot von Fernbuslinien. Auf dem Markt des Personenfernverkehrs herrscht nun ein hoher Wettbewerb zwischen der Deutschen Bahn und den führenden Fernbusanbietern FlixBus, BlaBlaBus, Pinkbus, RegioJet, etc. Wer früher kein Auto hatte konnte lange Strecken nur mit der Bahn zurücklegen. Heutzutage sind die Fernbusse jedoch große Konkurrenten der Deutschen Bahn geworden. Vor allem durch die niedrigen Preise der Fernbusse entscheiden sich junge Menschen immer häufiger für den Fernbus statt für die Deutschen Bahn. Die Deutsche Bahn AG mit dem Sitz in Berlin, verfügt über eine umfangreiche Erfahrung in der Verkehrs- und Logistikbranche. Aufgrund des hohen Wettbewerbes und der niedrigen Preise der Fernbusse entwickelt die Marketingabteilung die Online-Marketingkampagne "Diese Zeit gehört dir" mit drei Maßnahmen. Das Ziel der Kampagne ist die Deutsche Ba


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Product Details
  • ISBN-13: 9783346866486
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346866483
  • Publisher Date: 19 Apr 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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