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Direkter Vertrieb mittels Internet versus indirekter Vertrieb über den stationären Einzelhandel

Direkter Vertrieb mittels Internet versus indirekter Vertrieb über den stationären Einzelhandel


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About the Book

Inhaltsangabe: Einleitung: Das gesamte Wirtschaftsgeschehen ist ein gewaltiger, arbeitsteiliger Umwandlungs- und Umordnungsprozess mit dem Endziel, die Wünsche und Bedürfnisse der Kunden zu befriedigen. Kunden des stationären Einzelhandels sind, trotz Abgrenzungsproblemen, definitionsgemäß Endverbraucher. Ein Merkmal der modernen Wirtschaft liegt darin, dass die Orte von Produktion und Konsumtion oft nicht identisch sind und beide Vorgänge zeitlich nicht unmittelbar aufeinanderfolgen. Dadurch werden Entscheidungen über die Wege der Produkte zu den Kunden notwendig. Konkret geht es also darum, wer die mit diesen Wegen erforderlichen Teilleistungen erbringt. Erfolgte traditionell der Vertrieb in der Computerbranche durch den institutionellen Handel, zeigt sich momentan eine Tendenz zum Direktvertrieb. So erzielten die Direktanbieter Dell und Gateway in den USA im zweiten Quartal 2000 Wachstumsraten von 26,6 bzw. 14,1 % im Vergleich zum Vorjahr, während ihre indirekt vertreibenden Konkurrenten Compaq und IBM Einbußen von 5,6 bzw. 18,5 % im PC-Segment hinnehmen mussten. Insgesamt ist die Situation in der Computerbranche angespannt. Eine große Anzahl von Händlern und Herstellern, langsameres Wachstum, verbunden mit zunehmender Hard- und Softwarenivellierung, kennzeichnen die Lage seit langem. Fallende Gerätepreise, extrem kurze Produktlebenszyklen sowie eine steigende Bedeutung von Service, Beratung und Komplettlösungen sind weitere Merkmale. Das zwingt alle Beteiligten zum Überdenken ihrer bisherigen Strategien. Die ökonomische Daseinsberechtigung des Handels beruht gerade darauf, dass er oft in der Lage ist, die notwendigen wirtschaftlichen Leistungen für die Bereitstellung der Produkte an den Orten der Nachfrage effizienter zu erbringen als die Hersteller selbst. Worin könnten die Gründe für den Trend zum Direktvertrieb liegen? Vor dem Hintergrund, dass Dell bereits im Oktober 1999 43 % seines gesamten Umsatzes über das Internet realisierte, bei einem Tagesum


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Product Details
  • ISBN-13: 9783838628561
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 172 gr
  • ISBN-10: 383862856X
  • Publisher Date: 19 Nov 2000
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Sub Title: dargestellt am Beispiel der Computerbranche
  • Width: 148 mm


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