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Wachstumsmärkte der Zukunft - wie die demografische Entwicklung das Kaufverhalten verändert

Wachstumsmärkte der Zukunft - wie die demografische Entwicklung das Kaufverhalten verändert

          
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About the Book

Inhaltsangabe: Einleitung: Deutschland altert. In der Vergangenheit entwickelte sich die deutsche Bevölkerung stets in dieselbe Richtung, sie wuchs. Im 18. Jahrhundert stieg die deutsche Bevölkerungszahl von 15 auf 22 Millionen und im 19. wuchs sie weiter auf 56. Heute leben in Deutschland 82 Millionen Menschen. Es hat eine Trendwende eingesetzt, denn der Jahrgang 1892 war der letzte, der sich reproduzierte. Prognosen zur Folge wird die Generation der über 50jährigen zahlenmäßig ab 2030 am größten sein und damit mehr in den wirtschaftlichen und gesellschaftlichen Blickpunkt rücken. Daraus ergeben sich brisante Fragen, die innerhalb dieser Arbeit näher beleuchtet werden sollen: Welche ökonomischen und gesellschaftlichen Auswirkungen wird dieser Wandel der Altersstruktur voraussichtlich haben? Welche Theorien und Modelle helfen der Wirtschaft Altern zu verstehen? Resultieren aus dem wachsenden Anteil der über 50jährigen Wachstumsimpulse für bestimmte Branchen? Ziel der Arbeit ist es zu verdeutlichen, welche Wachstumsmärkte von der demographischen Entwicklung profitieren. Hierzu ist es zum einem unerlässlich, sich neben den Folgen der demographischen Entwicklung für die Gesellschaft auch mit der Selbst- und Fremdwahrnehmung im Alter auseinander zu setzen, denn, nur wenn der Unternehmer weiß, ob seine Sicht der Zielgruppe 50+ mit der eigenen Wahrnehmung dieser Gruppe identisch ist oder nicht, dann kann er diese Gruppe so ansprechen, dass seine Botschaft die Angehörigen dieser Gruppe erreicht. Informationen über die Selbstwahrnehmung der Zielgruppe 50+ liefern Theorien und Modellen des Alterns, die dem Unternehmer die vielfältigen Aspekte des Alterns beschreiben. Diese Sensibilisierung für das Alter ist die Grundlage nach der der Unternehmer u.a. seine Konsumentenansprache und strategische Ausrichtung orientiert. Ohne das Nutzen dieses Wissen sowie der Kenntnisse über die Selbstwahrnehmung im Alter kann es den Unternehmen nicht gelingen, von den Wachstumsmärkten opti


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Product Details
  • ISBN-13: 9783838694801
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838694805
  • Publisher Date: 28 Mar 2006
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Weight: 168 gr


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