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Preismanagement in der Automobilbranche: Neuwagen-Preisbildung auf dem deutschen Markt

Preismanagement in der Automobilbranche: Neuwagen-Preisbildung auf dem deutschen Markt

          
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About the Book

Inhaltsangabe: Problemstellung: Die vorliegende Arbeit verfolgt das Ziel, einen ganzheitlichen Ansatz zur Bildung von Preisen für komplexe Produkte auszuarbeiten, der die verschiedenen Bestimmungsfaktoren der Preisbildung berücksichtigt. Innerhalb dieser Arbeit werden die folgenden Zielsetzungen behandelt: Welche Strategien existieren in der Automobilindustrie, die zu einer optimalen Preisbildung für neue Fahrzeuge beitragen können und welche Faktoren wirken auf diese Preisfestsetzung ein? Welche dieser Strategien finden in der Praxis auf dem deutschen Automobilmarkt Anwendung? Welche Erkenntnisse können daraus gewonnen werden und lassen Prognosen über die Entwicklung des Preismanagements auf dem deutschen Automobilmarkt zu? Diese Ziele werden in den folgenden vier Kapiteln erarbeitet, wobei an dieser Stelle die weitere Vorgehensweise verdeutlicht werden soll. Zunächst werden die Grundlagen des Preismanagements und der Automobilindustrie vermittelt, um eine Basis für das gemeinsame Verständnis zu bilden. Gegenstand des Kapitels B ist die Umfeldanalyse mit den internen und externen Faktoren, die speziell die Preisbildung der Automobilindustrie beeinflussen können. Hierzu zählt zunächst die Marktanalyse mit der Markstruktur und der Marktsegmentierung nach Preisklassen, die Informationen für den Preisfindungsprozess liefern soll. Darüber hinaus werden in der Makroumfeldanalyse die wichtigsten externen Rahmenbedingungen (ökologische, rechtliche, politische und technologische) für den Automobilbereich aufgezeigt. Im Rahmen der Umfeldanalyse werden auch die Wettbewerberanalyse, die Kundenanalyse und die unternehmensinterne Analyse kurz angeführt, um deren Einfluss auf die Preisfestsetzung der Hersteller zu verdeutlichen. Kapitel C „Strategisches Preismanagement" bildet den Kern der Arbeit. Zunächst werden in Zusammenhang mit der Preispositionierung die verschiedenen Strategien aufgezeigt, die ein Hersteller verfolgen kann. Als nächstes werden die Niedrig-, Mittel


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Product Details
  • ISBN-13: 9783838626796
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 140 gr
  • ISBN-10: 3838626796
  • Publisher Date: 27 Dec 2004
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Neuwagen-Preisbildung auf dem deutschen Markt
  • Width: 148 mm


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