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Marketingstrategische Ansätze zur Steigerung der Kundenbindung im Electronic Commerce

Marketingstrategische Ansätze zur Steigerung der Kundenbindung im Electronic Commerce

          
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About the Book

Inhaltsangabe: Einleitung: In der heutigen Zeit ist Electronic Commerce keine neue Option, sondern eine Notwendigkeit geworden. Die Möglichkeiten des Electronic Commerce verändern derzeit die Strukturen in vielen Branchen. Interaktivität, Multimedialität, Vernetzungspotential, permanente Verfügbarkeit und Globalität können das Medium zu einem interessanten Instrument für das Beziehungs-Marketing machen. Da Electronic Commerce für viele Unternehmen immer mehr ein wichtiges Instrument zur Wettbewerbsdifferenzierung geworden ist, sehen die Unternehmen in diesem Medium neue Chancen, in Kundenbeziehungen zu investieren. Besondere Relevanz erlangt das Thema Kundenbindung durch das prognostizierte expansive Wachstum des Electronic Commerce und der bislang weitgehend unzureichenden Berücksichtigung in der praktischen Umsetzung. Das Erkenntnisinteresse dieser Arbeit beschäftigt sich daher mit der grundsätzlichen Fragestellung, wie die neuen Möglichkeiten des Internet als Medium des Electronic Commerce zur Kundenbindung eingesetzt werden können und welche Maßnahmen zur Steigerung der Kundenbindung zur Verfügung stehen. Gang der Untersuchung: In Kapitel 2 werden die Grundlagen der Kundenbindung betrachtet. Es werden die Definitionen der Kundenbindung und des Kundenbindungsmanagements, sowie die Bestimmungsfaktoren und die Kundenbindungsstrategien der Kundenbindung unterschieden. Bestimmte Ansätze der Kundenbindung im Online-Marketing und die Verfahren zur Ermittlung des Kundenwertes aus Unternehmenssicht bilden einen weiteren Schwerpunkt des Kapitels. In Kapitel 3 wird auf die Grundlagen des Electronic Commerce eingegangen. Zusätzlich werden die technischen Grundlagen und die Gestaltungsmöglichkeiten des Electronic Commerce erörtert. Ausgehend vom Nutzen und Aufwand des Electronic Commerce für die Kunden, werden die Anforderungen an dieses System aus Kundensicht beschrieben. Unter der Beachtung der Nutzenpotentiale erfolgt eine Betrachtung der Chancen und Risiken des Elec


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Product Details
  • ISBN-13: 9783838652344
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838652347
  • Publisher Date: 19 Mar 2002
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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Marketingstrategische Ansätze zur Steigerung der Kundenbindung im Electronic Commerce
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