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Online und Social Communication Touchpoints bei Tourismusunternehmen

Online und Social Communication Touchpoints bei Tourismusunternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Universität Trier, Sprache: Deutsch, Abstract: In der Arbeit wird das Thema Social Communication Touchpoints aus Sichtweise der Konsumenten in Hinblick auf die Suche und die Erwartungen analysiert. Durch die Nutzung von sozialen Medien erhalten Konsumenten schnell glaubwürdige Informationen, wenn diese von anderen Konsumenten und Influencern online gestellt wurden. Positive Inhalte sind für den Verkauf eines Produktes förderlich, negative schädlich. Vor allem junge Menschen nutzen soziale Medien häufig und lassen sich dadurch schnell beeinflussen, das umworbene Produkt zu kaufen. Unternehmen müssen dadurch die Nutzung von sozialen Netzwerken auf die Bedürfnisse der Konsumenten anpassen. Nach einer eigenständigen Analyse von zwei Unternehmen wird deutlich, dass ein Unternehmen dem aktuellen Trend auf den sozialen Medien Facebook und Instagram folgt und auf eine neue Strategie diesbezüglich umstellt, während das andere Unternehmen mehr Zeit benötigt. Dennoch ist großes Potenzial bei beiden Unternehmen zur Verbesserung der optimalen Nutzung vorhanden. Das Internet mit sozialen Netzwerken und verschiedenen sozialen Medien nimmt immer mehr Einfluss auf das individuelle Suchen nach Produkten und die Erwartungshaltung gegenüber diesen, da die meisten Personen mittlerweile mindestens ein soziales Medium aktiv nutzen. Vor allem die Generation der Millennials nutzt überwiegend soziale Medien um Informationen zu erhalten. Dadurch verändert sich auch der Fokus der Costumer Journey. Es müssen vermehrt für deren Analyse auch Social Communication Touchpoints verwendet werden, also Interaktionen zwischen dem Konsumenten und dem Unternehmen innerhalb sozialer Medien. Erst durch das Akzeptieren und Verwenden des neuen Trends können Unternehmen weiterhin konkurrenzfähig bleiben und erhöhte Umsätze sowie Gewinne generieren und zudem neue Anreize für Konsumenten setzen. Dafür müssen


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Product Details
  • ISBN-13: 9783346017826
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346017826
  • Publisher Date: 10 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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