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Probleme von Multikanalstrategien im Bankvertrieb

Probleme von Multikanalstrategien im Bankvertrieb

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2, Universität Lüneburg (Bank- und Finanzwirtschaft), Veranstaltung: Organisation, Planung und Marketing von Kreditinstituten, Sprache: Deutsch, Abstract: Die Vertriebsstrukturen des deutschen Bankgewerbes befinden sich in einem kontinuierlichen Prozess der Veränderung. Ausgangspunkt dieser Entwicklung war u.a. die Expansion der Zweigstellen in den 50er und 60er Jahren, die Implementierung von Außendienstorganisationen in den 70ern, die Anfänge des Electronic-Banking und ersten Selbstbedienungsterminals in den 80ern und schließlich die Verbreitung des Internets als Übertragungsmedium für Online-Banking in den 90ern. Seither befinden sich die Strukturen im Umbruch, teils aus externen Gründen, wie z.B. der Verhaltensänderung der Bankkunden, die sich in wandelnden Nachfragestrukturen niederschlägt, oder aus internen Gründen, wie dem zunehmenden Kosten- und Margendruck . Dabei ist die Vertriebsstruktur eines Kreditinstituts entscheidend für das Absatzpotenzial und ein wesentlicher Einflussfaktor auf Ertrags- und Kostenstruktur. Durch die bloße Addition verschiedener Vertriebswege zu einem Multikanalvertrieb entsteht nicht zwangsläufig ein Mehrwert für den Kunden, zunächst würden beim Anbieter nur Fixkosten addiert. Sind in der Vergangenheit dem Kunden bereits alternative Zugangswege zur Bank angeboten worden, so liegt die Herausforderung für die Zukunft in der sinnvollen Verknüpfung dieser Zugangswege in einer einheitlichen Strategie, um Kundenbedürfnisse wie auch Ertragsanforderungen der Banken zu erfüllen. Die Planung und Umsetzung eines Vertriebskonzeptes muss dabei stets auch die Auswirkung auf das Verhältnis zwischen Kunde und Bank berücksichtigen, da jede Änderung der Kontaktmöglichkeit Einfluss auf dieses Verhältnis hat und daher sensibel zu handhaben ist. Die vorliegende Arbeit zeigt Probleme auf, die im Zusammenspiel von mehreren Vertriebskanälen in der Praxis zu beobachte


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Product Details
  • ISBN-13: 9783638686785
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr
  • ISBN-10: 3638686787
  • Publisher Date: 18 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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