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Nutzenanalyse des Einsatzes von Efficient Consumer Response (ECR) im Handel

Nutzenanalyse des Einsatzes von Efficient Consumer Response (ECR) im Handel

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Handel und Distribution, Note: 1,0, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Veranstaltung: Logistik (Versorgungsmanagement), Sprache: Deutsch, Abstract: Einleitung Die Rahmenbedingungen in der deutschen Konsumgüterwirtschaft, explizit bei der Betrachtung des Einzelhandels, haben sich dramatisch verändert. Kaum ein Einzelhandel ist so umkämpft wie der Deutsche. Hinzu kommt der Aspekt, dass die Wertschöpfung auf der Stufe des Handels gering und weitgehend ausgereizt ist, dies drückt sich in den geringen Gewinnmargen aus. Die Konsumenten sind heutzutage besser informiert und ihre Bedarfs- und Verhaltensmuster werden komplexer, wodurch der Begriff hybrider Konsument entstanden ist. Aufgrund des steigenden Anspruchs der Konsu- menten wird ein hoher Servicegrad, aber bei sinkenden Verkaufspreisen gefordert. Denn die Verbraucher haben bedingt durch stagnierende Real- einkommen und der steigenden Kaufkraftabschöpfung, eine zunehmend höhere Preissensibilität entwickelt. Das entscheidende Kriterium beim Kauf ist deshalb der Preis, in diesem Zusammenhang wird auch von dem Smart-Shopper-Phänomen gesprochen. Dementsprechend kommt es im traditio-nellen Einzelhandel zu stagnierenden Umsätzen durch rivalisierende Absatz- kanäle wie u.a. Discounter, Online- oder Teleshopping. Um die Situation entlang der Supply-Chain verändern zu können, ist es heutzutage um so wichtiger, kooperativ-partnerschaftliche Beziehungen zwischen Hersteller und Handel zu etablieren. Dieser Ansatz steht im Vorder- grund des Efficient Consumer Response Konzept. Zu Beginn meiner Arbeit definiere ich den Begriff Handel. Daraufhin beschreibe ich das Efficient Consumer Response Konzept im allgemeinen, um dann anschließend entlang der ECR-Strategien und Komponenten den Nutzen aus Sicht des Handels darzustellen. Die Arbeit schließt mit einem Fazit und Ausblick ab.


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Product Details
  • ISBN-13: 9783656259466
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656259461
  • Publisher Date: 18 Aug 2012
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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