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Strategische Herausforderungen der Digitalisierung. Lösungsansätze für Zeitungsverlage

Strategische Herausforderungen der Digitalisierung. Lösungsansätze für Zeitungsverlage

          
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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Printmedien, Presse, Note: 1,3, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: Gegenstand dieser Arbeit ist es, einen aktuellen Überblick über die Zeitungsbranche in Deutschland zu geben und den durch die Digitalisierung ausgelösten Wandel des ursprünglichen Zeitungsunternehmens zu einem digitalen Medienhaus darzustellen. Diese Arbeit gliedert sich in vier wesentliche Themenbereiche. Der erste Themenbereich gibt eine Einführung in das Thema und vermittelt die theoretischen Grundlagen. Es werden die Begrifflichkeiten Digitalisierung und Medienkonvergenz definiert und eine Bestandsaufnahme der Zeitungsbranche anhand einer Analyse der Marktstruktur und der aktuellen Marktentwicklung aufgenommen. Anschließend wird auf das traditionelle Geschäftsmodell und dessen Funktionsweise eingegangen. Der zweite Themenbereich beschäftigt sich mit dem Mediennutzungswandel. Das Mediennutzungsverhalten der Gesellschaft hat sich im Zuge der Digitalisierung konsequent verändert. Anhand der Mediennutzungszeit und der Reichweite ausgewählter Medien in Deutschland sollen die größten Veränderungen dargestellt werden. Weiterhin wird auf veränderte Lesegewohnheiten im Zusammenhang mit der klassischen Printzeitung eingegangen. Der dritte Abschnitt betrachtet die Herausforderungen des digitalen Journalismus für traditionell eingestellte Verlagshäuser. Zum einen werden die Chancen von digitalen Medien identifiziert und beschrieben, die zu einer Effizienzsteigerung im Unternehmen beitragen können. Zum anderen werden Schwierigkeiten beleuchtet, auf welche sich Journalisten einstellen müssen und die Etablierung digitaler Medien in ein profitables Geschäftsmodell erschweren. Im vorletzten Abschnitt werden erste Lösungsansätze in Form von digitalen Marketingstrategien und Erlösmodellen vorgestellt. Die Marketingstrategien sollen den Verlagen dabei helfen, ihren Online-Auftritt zu verbessern und neue Kunden zu akquir


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Product Details
  • ISBN-13: 9783346055408
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 70
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 334605540X
  • Publisher Date: 02 Nov 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 104 gr


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Strategische Herausforderungen der Digitalisierung. Lösungsansätze für Zeitungsverlage
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