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Online gegen Offline. Welche Chancen bietet das Internet für den stationären Handel?

Online gegen Offline. Welche Chancen bietet das Internet für den stationären Handel?

          
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About the Book

Fachbuch aus dem Jahr 2015 im Fachbereich BWL - Handel und Distribution, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Sprache: Deutsch, Abstract: In den 70er und 80er Jahren waren die so genannten Tante-Emma-Läden noch überall vertreten, in diesen konnten sich die Bürger ihren Bedarf des täglichen Lebens beschaffen. Der Handel erfuhr eine umfangreiche Umstellung in den 90ern und um die Jahrtausendwende, in dieser Zeit wurden die großen Einkaufszentren immer populärer und verdrängten viele Einzelhandelsgeschäfte. Doch auch das Internet wurde zunehmend bedeutender für den Handel, da mit der Integrierung des Internets in der Bevölkerung eine bisher intransparente Produktwelt und das damit verbundene Preis-/Leistungsverhältnis immer gläserner wurde. Heute im Jahr 2014 angekommen ist das Internet bereits tief in der Gesellschaft verankert, sodass sich keiner mehr dem World Wide Web entziehen kann. Ob beruflich oder in der Freizeit überall wird es von den Menschen genutzt und mit Informationen und Daten angereichert. Die Käufer beeinflussen den Markt durch Bewertungen, Preisvergleiche und Informationsrecherche vor dem Kauf enorm. Käufer von heute sind oftmals besser informiert als Verkäufer selbst und so kann sich auch kein Händler mehr dem Massenmedium Internet entziehen. Der Online-Handel wächst jährlich im Vergleich zum stationären Handel rasant und durch die immer wachsenden Zahlen der Smartphone- und Tablet-Nutzer sind die Käufer zudem auch unterwegs mit dem Internet verbunden. Im vergangenen Jahrzehnt prägte der Slogan "Online gewinnt, offline verliert" die Diskussionen im Handel und ist bis heute Thema. Der Einzelhandel ist vor Ort gefordert wie noch nie, dem Kunden ein Einkaufserlebnis zu vermitteln, welches sich vom Online-Handel abhebt, um nicht verdrängt zu werden.


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Product Details
  • ISBN-13: 9783668093508
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668093504
  • Publisher Date: 04 Dec 2015
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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Online gegen Offline. Welche Chancen bietet das Internet für den stationären Handel?
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