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Preisgestaltung von belletristischen E-Books in Deutschland: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen

Preisgestaltung von belletristischen E-Books in Deutschland: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Journalismus, Publizistik, Hochschule für Technik, Wirtschaft und Kultur Leipzig (Fakultät Medien ), Veranstaltung: Buchhandel/Verlagswirtschaft, Sprache: Deutsch, Abstract: Im Vergleich zu den USA, wo der Umsatzanteil der E-Books bereits 15 % beträgt, entwickelt sich der deutsche E-Book-Markt mit derzeit 1 % Marktanteil eher verhalten. Ein Grund dafür könnten die gegensätzlichen Ansichten der Konsumenten und Verlage zur Preisgestaltung von E-Books sein. Während erstere aufgrund der entfallenden Produktionskosten günstige Preise für die digitalen Ausgaben erwarten, argumentieren die Verleger mit Investitionskosten und der befürchteten Kannibalisierung des gedruckten Buchmarkts für ein hohes E-Book-Preisniveau. Ziel der vorliegenden Bachelorarbeit ist es, anhand einer Analyse des deutschen E-Book-Markts und einer empirischen Konsumentenbefragung zur Zahlungsbereitschaft für belletristische E-Books sowie zur Wechselwahrscheinlichkeit zu Substitutionsgütern Empfehlungen für eine marktgerechte E-Book-Preisstrategie auszuarbeiten. Die theoretische Grundlage bilden dabei die Modelle der klassischen und verhaltenswissenschaftlichen Preistheorie. Aufbauend darauf wird die derzeitige Preisgestaltung im deutschen E-Book-Markt untersucht, die von einem hohen Preisniveau und einer Orientierung am gedruckten Buch gekennzeichnet ist. Allerdings zeigen die Umfrageergebnisse, dass die Nachfrager einen maximalen Preis von 10 Euro für ein belletristisches E-Book akzeptieren und der Preis unter dem der inhaltlich identischen Druckausgabe angesetzt werden sollte. Zudem legen die produktspezifischen Besonderheiten von E-Books als digitales Informationsgut und der zunehmende Konkurrenzdruck, der von neuen Wettbewerbern mit einer Niedrigpreisstrategie verursacht wird, den Schluss nahe, dass sich günstigere Preise positiv auf das Wachstum des E-Book-Markts auswirken würden.


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Product Details
  • ISBN-13: 9783656386872
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3656386870
  • Publisher Date: 13 Mar 2013
  • Height: 210 mm
  • No of Pages: 114
  • Series Title: German
  • Sub Title: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen
  • Width: 148 mm


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Preisgestaltung von belletristischen E-Books in Deutschland: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen
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Preisgestaltung von belletristischen E-Books in Deutschland: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen
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Preisgestaltung von belletristischen E-Books in Deutschland: Ausarbeitung einer marktgerechten E-Book-Preisstrategie für Publikumsverlage unter Berücksichtigung der Käufererwartungen

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