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Möglichkeiten der Mass Customization im Internet am Beispiel der Mobilfunkbranche

Möglichkeiten der Mass Customization im Internet am Beispiel der Mobilfunkbranche

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Duisburg-Essen, Sprache: Deutsch, Abstract: War es für Henry Ford noch relativ einfach ein revolutionäres Fertigungskonzept zu entwickeln, müssen sich Anbieter und Produzenten heutzutage immer neuere Methoden ausdenken, um ihre Produkte vermarkten zu können. Jeder Anbieter muss sich gegen seine Konkurrenten durch besondere Angebote absetzen. Sei es durch kostenlose Abgabe zusätzlicher Produkte oder durch kostengünstiges Anpreisen seiner Waren. Zugleich müssen Unternehmen erkennen, dass sich ihre Produkte immer weniger von den Angeboten der Konkurrenz unterscheiden. Außerdem sind immer mehr Konsumenten bereit, diese Produkte durch gleichwertige, aber preisgünstigere Angebote zu substituieren. Heutige Unternehmen müssen stets mit neuen Innovationen am Markt aufwarten und dabei mit immer kürzer werdenden Lebenszyklen ihrer Produkte rechnen. Ein zusätzlicher Trend ist, dass Konsumenten ihre eigenen Wünsche und Bedürfnisse immer mehr in den Produkten wieder gespiegelt haben möchten. Mit diesen Tendenzen müssen sich auch die Anbieter im Bereich des Mobilfunks auseinandersetzen. Eine viel versprechende Option, diesem Trend entgegen zu wirken und sich von der Masse abzusetzen, scheint vielen Unternehmen die Mass Customization zu sein. Wird die Strategie der Mass Customization bei materiellen Gütern oft diskutiert und in die Tat umgesetzt, wird die Individualisierung bei Dienstleistungen selten gesehen. Doch auch hier bieten sich den Anbietern Möglichkeiten der Nutzung dieses Konzeptes. Moderne Informations- und Kommunikationstechnologien ermöglichen nicht nur eine Individualisierung von Gütern, sondern auch die individuelle Gestaltung von Kundenkommunikation und Kundenbeziehungen - gegebenenfalls auch des kompletten Marketing Mixes. Auch die Entwicklung des Internets schafft diesbezüglich neue Möglichkeiten. Inwieweit sich Mass Customization für Anbieter der


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Product Details
  • ISBN-13: 9783638795937
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638795934
  • Publisher Date: 07 Sep 2007
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 109 gr


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