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Stadtmarketing. Übertragung des Marketingprozesses auf die kommunale Ebene

Stadtmarketing. Übertragung des Marketingprozesses auf die kommunale Ebene

          
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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Kassel (Kommunale Finanzen), Sprache: Deutsch, Abstract: Die Globalisierung hat zu einem Strukturwandel auf allen Ebenen des Wirtschaftens geführt. Sinkende Transportkosten, ähnliche Standards und nicht zuletzt der Euro, der innerhalb der Eurozone die Preise transparent gestaltet, sorgen für eine zunehmende Vergleichbarkeit der Standorte und einem entsprechenden Wettbewerb um die Produktionsgüter. Auch Städte in entlegenen Regionen müssen sich diesen Herausforderungen stellen und begegnen. Die Zeiten, in denen sich Städte auf die reine kommunale Verwaltung konzentrieren konnten, sind somit längst vorbei. Sie sind gezwungen, Unternehmen, die ihrerseits auf der Suche nach Produktionsvorteilen sind, einen attraktiven Investitionsstandort bieten zu können. Jedoch gerade durch die gesunkenen tarifären und nicht-tarifären Handelshemmnisse ist eine Positionierung nach den traditionellen Standortvorteilen immer schwieriger geworden. Daher besteht nun die Notwendigkeit, sich über die so genannten "weichen" Standortfaktoren von den Wettbewerbern um Investitionen abzusetzen. In Folge der Dienstleitungsorientierung der Gesellschaft werden Faktoren wie Lebensqualität, Freizeitwert oder Einkaufserlebnis immer wichtiger, um die Stadt als Anziehungsmagnet für Zielgruppen unterschiedlichster Art zu präsentieren. Gleichzeitig muss die Stadt einen attraktiven Wohnraum für die unterschiedlichen Bevölkerungsgruppen darstellen. Denn nur wenn auch Leistungsträger bereit sind, sich in der Kommune anzusiedeln, stehen sie für die Unternehmen als potentielle Arbeitskräfte zur Verfügung und tragen zur wirtschaftlichen Entwicklung bei. Ferner profitiert die Stadt im Rahmen des kommunalen Finanzausgleiches kurzfristig von einem Zuzug und einer erhöhten Einwohnerzahl durch damit verbundene höhere Mittelzuweisung. Nicht zuletzt dieser direkte monetäre Einfluss auf die Haushaltskasse


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Product Details
  • ISBN-13: 9783668102590
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Weight: 113 gr
  • ISBN-10: 3668102597
  • Publisher Date: 09 Dec 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm


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