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Kunden begeistern im Weihnachtsgeschäft - Möglichkeiten des Einzelhandels

Kunden begeistern im Weihnachtsgeschäft - Möglichkeiten des Einzelhandels


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About the Book

Studienarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Berlin früher Fachhochschule, Sprache: Deutsch, Abstract: Der Einzelhandel in der Bundesrepublik Deutschland sieht sich seit Jahren einem tiefgreifenden strukturellen Wandel konfrontiert (KLAUSCH 2009, S.1 f.). Insbesondere die Lebensmittel-Discounter versuchen seit Jahren Marktanteile über Anwendung der Preis-Mengen-Strategie zu gewinnen. Ruinöse Preiskämpfe sind die Folge. In Zeiten sinkender realer Kaufkraft und der demografischen Entwicklung mit signifikant abnehmenden Umsatzpotentialen nimmt die Kundenbindung als strategi-sches Marketingziel einen stetig wachsenden Stellenwert in der Branche ein. Doch schaffen Tiefpreise keine Präferenzen. Auch über Sortimentskategorien lassen sich kaum noch USP´s generieren. Profillosigkeit und Austauschbarkeit der LEH (Lebensmitteleinzelhandel)-Unternehmen sind die Folge. Die zu geringe Kundenbindung erhöht wiederum das Abwanderungsrisiko. Kundenbindung könne fast nur noch über das Erzeugen von Begeisterung erzielt werden, so Hoeppner (2005). Die Erwartungen des Kunden nur zu erfüllen reiche nicht mehr aus. Das Begeistern der Konsumenten bezeichnet Hoeppner (2005) gar als "essentielle[n] Bestandteil zum Überleben in der heutigen Zeit für den LEH". Vor allem in der für den Einzelhandel wichtigsten Zeit im Jahr, dem Weihnachtsgeschäft, welches z.T. 20% des Jahres-umsatzes ausmacht, soll die Zufriedenheit der Kunden daher maximiert werden. In der vorliegenden Arbeit soll geprüft werden, ob Begeisterung tatsächlich ein ele-mentarer Bestandteil zur Kundenbindung ist bzw. welche Bedeutung ihr faktisch zukommt. Darüber hinaus ist Gegenstand der Untersuchung, welche effektiven Instrumente zur Kundenzufriedenheitssteigerung der LEH im Weihnachtsgeschäft einsetzen kann und inwiefern der Einsatz derselben auch effizient sind. Zu Beginn der vorliegenden Arbeit


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Product Details
  • ISBN-13: 9783656222415
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 365622241X
  • Publisher Date: 25 Jun 2012
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 95 gr


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Kunden begeistern im Weihnachtsgeschäft - Möglichkeiten des Einzelhandels
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