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Mittel und Strategien für die Integration des Kunden bei der Neuproduktentwicklung. Handlungsempfehlungen im Bereich der Mass Customization

Mittel und Strategien für die Integration des Kunden bei der Neuproduktentwicklung. Handlungsempfehlungen im Bereich der Mass Customization

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule Ludwigshafen am Rhein, Sprache: Deutsch, Abstract: Diese Hausarbeit behandelt die Frage, welche Faktoren eine erfolgreiche Kundenintegration in der Neuproduktentwicklung bewirken und welche Methoden sich aufgrund dessen am besten eignen. Die Fragestellung bezieht sich auf den Massenmarkt, da auf diesem Gebiet der Großteil der Forschungsarbeiten zusammenkommt. Diese Hausarbeit soll darüber hinaus Handlungsempfehlungen für eine erfolgreiche Integration des Kunden bieten. In den letzten Jahren und Jahrzehnten hat die Gesellschaft einen tiefgreifenden Wandel von der Industrie- zu einer Informationsgesellschaft vollzogen. Informationen zu gewinnen, zu speichern, zu verarbeiten und zu nutzen spielt für Unternehmen eine umso größere Rolle. Gerade für die Neuproduktentwicklung wird vermehrt darauf gesetzt, den Kunden aktiv in die Wertschöpfungskette einzubeziehen. Bei der Kundenintegration gibt es verschiedene Methoden, die sich bezüglich Zeitdauer, Ort und Intensität der Integrität und vielem mehr unterscheiden. Gerade in einem Massenmarkt, wo große Konkurrenz herrscht, gilt es, innovative Wege einzuschlagen, um mit dem Kunden bei der Entstehung eines neuen Produktes zu kooperieren. Auf diese Weise wird gewährleistet, auf die Bedürfnisse und Wünsche der Kunden optimal antworten zu können. Warum manche Integrationskampagnen allerdings scheitern, während andere Erfolge verzeichnen, ist allerdings oft unklar, vor allem da die Methoden erst vor relativ kurzer Zeit entwickelt wurden oder sich mit dem rasanten Tempo des digitalen Fort-schritts anpassen. Der Konsument hat nun keine Teilnehmerrolle mehr, sondern agiert als Co-Designer und ist dadurch gezwungen, eine individuelle Bindung zu einem bis dahin unbekannten Hersteller oder Verkäufer aufzubauen.


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Product Details
  • ISBN-13: 9783668369344
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Series Title: German
  • Weight: 50 gr
  • ISBN-10: 3668369348
  • Publisher Date: 30 Dec 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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