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Store Branding als Erfolgskonzept im Handel: Analyse der Optionen

Store Branding als Erfolgskonzept im Handel: Analyse der Optionen

          
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About the Book

Inhaltsangabe: Einleitung: Das Unternehmensumfeld im Einzelhandel hat sich in den vergangenen Jahren sehr verändert. Die meisten Unternehmungen stehen nicht nur einem intensiven und dynamischen Wettbewerb gegenüber, sondern müssen auch flexibler auf die individuellen Bedürfnisse ihrer Kunden eingehen. In einem derart hochkomplexen Umfeld ist das Marketingmanagement gefordert, die Unternehmung und ihre Marktleistungen vorausschauend und innovativ gegenüber den Kunden und der Konkurrenz zu positionieren. Aufgrund dieses starken Konkurrenzkampfes und gleichzeitiger Austauschbarkeit von Handelsangeboten liegt es nahe, die von der Industrie so erfolgreich demonstrierte Markenprofilierung zu übernehmen, und das Geschäft als Markenartikel zu vermarkten. Die Inszenierung eines Geschäftes nach den Grundsätzen eines Markenartikels - genannt Store Branding, ist derzeit eines der wesentlichen Erfolgskriterien im Einzelhandel. Mit Hilfe eines effizienten Store Branding bietet man dem Konsumenten alternative, innovative, wahrnehmbare und differenzierende Konzepte. Man versucht hierbei dem Geschäft selbst ein unverwechselbares Markenprofil und eine Markenidentität zu geben, die es deutlich von der Konkurrenz unterscheidbar und dem Kunden leicht erkennbar macht. Inwieweit dies nun möglich ist und was bei einem solchen Store Branding Konzept beachtet werden muß, soll diese Arbeit beantworten. Es sei hier darauf hingewiesen, daß der Begriff Store Brand hauptsächlich im Zusammenhang mit Eigenmarken oder Handelsmarken gebraucht wird, während sich Store Branding auf das Geschäft selbst bezieht. Zunächst werden die allgemeinen Grundlagen des Handels und des Handelsmarketing erörtert. Um das Markenkonzept zu veranschaulichen, werden anschließend die charakteristischen Merkmale der Marke und der möglichen Markenstrategien behandelt. Aufbauend auf den Grundlagen der Positionierungsstrategien und der Profilierungsmethodik werden schließlich mit Hilfe der Marketingplanungs- und Marken


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Product Details
  • ISBN-13: 9783838622880
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 149 gr
  • ISBN-10: 383862288X
  • Publisher Date: 11 Apr 2000
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: German
  • Sub Title: Analyse der Optionen
  • Width: 148 mm


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