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Mobiles Internet - Wahrnehmung und Akzeptanz in der Zielgruppe Mobile Generation

Mobiles Internet - Wahrnehmung und Akzeptanz in der Zielgruppe Mobile Generation

          
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About the Book

Inhaltsangabe: Einleitung: Vor dem Hintergrund eines zunehmend gesättigten Marktes für mobilen Sprachverkehr in Deutschland, stellen mobile Datendienste für die Anbieter nicht nur eine Chance dar, vielmehr ist ihr Markterfolg zwingend notwendig, um auch in Zukunft entsprechende Umsätze zu generieren. Sie gehören somit zu den Wachstumsmotoren der gesamten mobilen Industrie. Die Vermarktung der komplexen Dienstleistung „Mobiles Internet" stellt für die Anbieter jedoch eine erhebliche Herausforderung dar. Das Gestalten eines „maßgeschneiderten" Marketing-Mix für eine Zielgruppe, die mit ihrem Nutzungsverhalten den Massenmarkt auf Neuerungen aufmerksam macht, Trends prägt und durchsetzt, kann hier eine Erfolgsstrategie sein. Vor allem bei den Jugendlichen und jungen Erwachsenen hat sich das Handy als modernes Lifestyle- und Kommunikationsprodukt etabliert. Diese Generation, im weiteren als „Mobile Generation" tituliert, hat das Einnehmen einer Early-Adopter-Funktion bereits mit Aufkommen des stationären Internets und der SMS-Dienste eindrucksvoll unter Beweis gestellt. Vor diesem Hintergrund konzentriert sich die vorliegende Arbeit auf diese Zielgruppe und betrachtet nur den B2C-Bereich für mobile Internetanwendungen. Gang der Untersuchung: In Bezug auf das Leistungsspektrum des mobilen Internets sollen im Rahmen dieser Arbeit vielversprechende Prognosen, nüchterne Kundenwünsche und das enorme technisches Potenzial in Beziehung gesetzt werden. Ziel dieser Arbeit ist im Besonderen die Untersuchung der Wahrnehmung und der Akzeptanz mobiler Datendienste in der anvisierten Zielgruppe mittels einer empirischen Studie (821 Teilnehmer). In diesem Zusammenhang sollen auf Basis der identifizierten ziel-gruppenspezifischen Merkmale, strategische Anhaltspunkte für eine differenzierte Vermarktung von mobilen Datendiensten abgeleitet werden. Das zweite Kapitel dieser Arbeit dient der grundsätzlichen thematischen Orientierung. Nach Definition und Abgrenzung relevanter Begriffe,


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Product Details
  • ISBN-13: 9783838673288
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 383867328X
  • Publisher Date: 17 Oct 2003
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 159 gr


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