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Multi-Channel-Vertrieb. Chancen und Risiken des Vertriebs über das Internet

Multi-Channel-Vertrieb. Chancen und Risiken des Vertriebs über das Internet

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, AKAD-Fachhochschule Pinneberg (ehem. Rendsburg), Sprache: Deutsch, Abstract: Das Internet als Vertriebs-und Kommunikationskanal gewinnt zunehmend an Bedeutung und lässt die Konsumenten heute unabhängig von Ladenöffnungszeiten, regionaler Infrastruktur rund um die Uhr auf der ganzen Welt einkaufen. Eine Erhebung des Statistischen Bundesamtes aus dem Jahr 2009 zeigt, dass 55% der Privatpersonen in Deutschland das Internet für ihre Einkäufe nutzten. Digital Natives, alle ab 1980 Geborenen, nutzen schon 2009 das Internet sogar zu 88%. Sie stellen ab 2009 mit 25.284.000 Einwohnern, das entspricht 30,8%, den größten Bevölkerungsanteil in Deutschland dar. Sie werden somit auch in Zukunft die Zielgruppe sein, die ihren Präferenzen folgend, das Internet als Kanal, zur Kommunikation, zur Informationsbeschaffung und zum Einkaufen nutzen wird. Mit dem Siegeszug des Internets sowie den damit verbundenen Technologien, wie mobilen Endgeräten, lag die Nutzung des Internets 2013 in Deutschland laut einer Erhebung von TNS Infratest, die für die Initiative D21 durchgeführt wurde, bei insgesamt 76,5 %. Dies zeigt die hohe Akzeptanz des Mediums Internet bei der breiten Masse. Die Konsumenten informieren sich über Produkte im Internet, kommunizieren dort mit Anbietern und Unternehmen und kaufen je nach Präferenz und Produkt auch über Onlineshops ein. Unternehmen ihrerseits und Anbieter, können mit einer Multi-Channel-Strategie ihre Kunden kanalübergreifend an sich binden, ihre Position und ihr Image stärken und Cross Channel Verkäufe generieren.


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Product Details
  • ISBN-13: 9783656857488
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3656857482
  • Publisher Date: 10 Dec 2014
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 54 gr


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