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Retail vs. Online. Unternehmenskommunikation im Wandel

Retail vs. Online. Unternehmenskommunikation im Wandel


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Handel und Distribution, Note: 2,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Nürnberg früher Fachhochschule, Veranstaltung: Unternehmenskommunikation, Sprache: Deutsch, Abstract: In der Arbeit wird untersucht, wie sich die Unternehmenskommunikation gewandelt hat und wie Produkte des Einzel- und Onlinehandels an den Endverbraucher kommuniziert werden und ob der normale Einzelhandel überhaupt noch eine Daseinsberechtigung hat beziehungsweise wie man ihn verändern und optimieren kann. Dabei gibt es zuerst einen Einstieg in die grundsätzliche Entwicklung des Marketings und welche Stationen über die Jahre durchlaufen wurden. Danach folgt eine Definition des Begriffs "Unternehmenskommunikation" und eine Auflistung verschiedener Faktoren, welche die Wahl des Kommunikationskanals beeinflussen. Daraufhin werden die verschiedenen Arten der Kanäle vorgestellt und die verschiedenen Vor- und Nachteile dieser aufgezeigt. Zuletzt folgt eine Darstellung der Situation des Einzelhandels und wie er sich in den letzten Jahren gewandelt hat und dies wird anhand eines Praxisbeispiels bestätigt und abschließend mit einem Fazit beendet. Die Unternehmenskommunikation war schon immer ein fester Bestandteil der Wirtschaft, um Botschaften zwischen Unternehmen und Endverbrauchern zu vermitteln. Der Kunde möchte wissen, welche Art von Produkt er eigentlich einkauft und welchen genauen Nutzen ihm das bringt. Dabei legt er Wert auf Qualität, Nachhaltigkeit, Vertrauen in eine Marke oder auch soziale Verantwortung. Gerade diese Werte haben sich heutzutage stark verändert. Während früher es vor allem wichtig war, dass ein erworbenes Produkt genau den Nutzen erfüllt, den man erwartet, geht es heute um weitaus mehr und da es sehr viele Hersteller gibt, steht nun auch erstmal der Preis für viele im Vordergrund. Daraus folgt, dass auch die Kommunikation heutzutage sich im Wesentlichen verändert hat. Man kommuniziert nicht mehr


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Product Details
  • ISBN-13: 9783346304490
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346304493
  • Publisher Date: 13 Jan 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 104 gr


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Retail vs. Online. Unternehmenskommunikation im Wandel
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Retail vs. Online. Unternehmenskommunikation im Wandel
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