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Sportsponsoring als Kommunikationsinstrument im Rahmen des Luxusmarkenmanagements

Sportsponsoring als Kommunikationsinstrument im Rahmen des Luxusmarkenmanagements

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule Niederrhein in Mönchengladbach, Sprache: Deutsch, Abstract: Der Sport weist für fast alle Mitglieder unserer Gesellschaft eine hohe Relevanz auf. Entsprechend der breiten Akzeptanz in der Öffentlichkeit hat das Sponsoring im Sportbereich in den letzten Jahren große Wachstumsraten verzeichnen können und wird von vielen Unternehmen als Kommunikationsinstrument zur spezifischen Zielgruppenansprache genutzt. Auch das Internet hat sich in den vergangenen Jahren positiv entwickelt und wird von einem Großteil der Konsumenten genutzt. In Deutschland gibt es laut einer ARD/ZDF-Onlinestudie im Jahr 2011 51,7 Mio. Internetnutzer; dies entspricht einem Bevölkerungsanteil von 73,3 Prozent. Aufgrund der zunehmenden Internetnutzung, erscheint es für ein Unternehmen und damit auch für die Luxusgüterbranche enorm wichtig, neben dem klassischen Sponsoring, das Internet als einen weiteren Nutzungsbereich des Sportsponsoring zu nutzen. Einer empirischen Untersuchung zur medienübergreifenden Integration der Kommunikationsinstrumente zufolge, stimmen Unternehmen den Inhalt ihrer Online-Sponsoringaktivitäten im Vergleich mit anderen Instrumenten, obgleich einer Steigerung von 31,9 Prozent in 2000 auf 46,6 Prozent im Jahr 2008, immer noch zu wenig mit anderen Kommunikationsinstrumenten ab. Bruhn rät deshalb dazu, für die Zukunft eine professionellere Vernetzung anzustreben, "um von der Integration des Internet in die Sponsoringaktivitäten tatsächlich zu profitieren". Denn je größer die Fülle an Informationen und Unternehmensauftritten wird, umso wichtiger ist es, gewisse Erfolgsfaktoren eines Internetauftritts stärker zu beachten. Anliegen dieser Arbeit ist es, das Sportsponsoring als Kommunikationsinstrument im Rahmen des Luxusmarkenmanagements zu untersuchen.


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Product Details
  • ISBN-13: 9783656094876
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 365609487X
  • Publisher Date: 04 Jan 2012
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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Sportsponsoring als Kommunikationsinstrument im Rahmen des Luxusmarkenmanagements
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