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Nationale und internationale Strukturentwicklungen in der Kreditwirtschaft - Ursachen und betriebswirtschaftliche Konsequenzen

Nationale und internationale Strukturentwicklungen in der Kreditwirtschaft - Ursachen und betriebswirtschaftliche Konsequenzen

          
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About the Book

Studienarbeit aus dem Jahr 2002 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2,0, Universität Hohenheim (Lehrstuhl für Kreditwirtschaft), Veranstaltung: Seminar zur Kreditwirtschaft, Sprache: Deutsch, Abstract: Im Bankgewerbe bekommt der Vertrieb im zunehmend härter werdenden Wettbewerb und im Kampf um Marktanteile eine immer wichtigere Rolle. Dabei ist das in dieser Branche zunächst einmal keineswegs verständlich. Vergleichsweise spät erhielt die Vertriebsorientierung bei Finanzdienstleistern ihre heutige Bedeutung. Noch bis in die 80er Jahre hinein war die Verkaufskultur durch ausgeprägte Passivität gekennzeichnet. Noch immer geläufige Ausdrücke wie "Zinsen gewähren" oder "Kredite genehmigen" verdeutlichen diese Vorstellung nur zu gut. Diese Situation hat sich dramatisch verändert. Das Verbraucherverhalten ändert sich, wird immer anspruchsvoller und differenzierter, auf der Angebotsseite sind drastische Veränderungen im Gange. Wettbewerber aus dem Ausland drängen im Zuge der Globalisierung auf den Deutschen Markt, daneben treten mit Non- und Near-Banks ganz neue Teilnehmer in den Markt. Die Optimierung der Vertriebsstrukturen wird dabei zu einem der zentralen Themen, um die Wettbewerbsfähigkeit zu erhalten oder auszubauen. Die Wahl der Vertriebskanäle oder - um aus Kundensicht zu sprechen - der Zugangswege stellt sich für jeden Anbieter von neuem. Neben dem klassischen Filialgeschäft sind durch die technischen Entwicklungen ganz neue Vertriebsformen entstanden. Es gilt nun diese in die bestehenden Vertriebsformen zu integrieren und diesen Prozess voran zu treiben. Beachtlich ist in diesem Zusammenhang, dass gerade im Privatkundenbereich die Kunden alle Zugangswege gleichzeitig benutzen möchten. Das Management des Multi-Channel-Vertriebs wird zur Herausforderung. Im folgenden sollen zunächst begriffliche Abgrenzungen vorgenommen und Grundlagen vermittelt werden. Daran anschließend wird auf ausgewählte Strukturveränderungen eingegangen. Dem folgend werden,


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Product Details
  • ISBN-13: 9783638639583
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3638639584
  • Publisher Date: 29 Jul 2007
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr


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