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Relevanz des Kundenbindungsmanagement im Einzelhandel: Schwerpunkt: Kundenbindungsprogramme

Relevanz des Kundenbindungsmanagement im Einzelhandel: Schwerpunkt: Kundenbindungsprogramme

          
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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule (Standort Frankfurt/Main), Veranstaltung: CRM & Sales, Sprache: Deutsch, Abstract: Die Relevanz der Thematik des Kundenbeziehungsmanagements ist für Unternehmen im Bereich des Einzelhandels heutzutage wichtiger als je zuvor. Faktoren wie die Intensivierung des Wettbewerbs oder die zunehmende Unloyalität der Kundschaft lassen auf neuartige Problemstellungen schließen. Dies zeichnet sich bereits durch rückläufige Anteile des Einzelhandels an den privaten Konsumausgaben ab. Hierfür verantwortlich ist in erster Linie die veränderte Konsumentenstruktur in der Bundesrepublik Deutschland. Multi-optionale Kaufverhaltensweisen lassen sich immer häufiger beobachten, was wiederum auf abnehmende Loyalität und den verstärkten Drang zum Variety Seeking schließen lässt. Die bisher vorhandenen Wechselbarrieren sind auch gerade auf Grund der erhöhten Transparenz, zum Beispiel durch den Internethandel, deutlich gesunken, was schließlich zu einer überdachten Behandlung dieser Thematik führen muss. Wege zu neuartigen Elementen Kundenbindung sollten gegangen werden, um das Abwandern der Kundschaft zu verhindern. Aus technologischer Sicht stehen durch moderne CRM-Systeme zahlreiche Möglichkeiten zur Verfügung, um Marketingmaßnahmen zu personalisieren und bisherige Aktionen an den bestehenden Kundenstamm anzupassen. Unterstützung erfährt diese Tatsache durch die Eröffnung neuer Vertriebskanäle, besonders im Bereich des Web 2.0 mit dessen gesamten interaktiven Vorteilen. Das Hauptaugenmerk dieser Ausarbeitung ist auf den Einsatz von Kundenkarten in Verbindung mit Coupons gerichtet, um eine stabile Kundenbeziehung aufzubauen und zu bewahren. Diese Ausarbeitung hat das Ziel, den Einsatz von Kundenkarten im Einzelhandel zu analysieren, deren Chancen und Risiken darzustellen un


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Product Details
  • ISBN-13: 9783656091783
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 86 gr
  • ISBN-10: 3656091781
  • Publisher Date: 29 Dec 2011
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Sub Title: Schwerpunkt: Kundenbindungsprogramme
  • Width: 148 mm


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Relevanz des Kundenbindungsmanagement im Einzelhandel: Schwerpunkt: Kundenbindungsprogramme
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