Abo-Commerce im Lebensmittel-Onlinehandel. Analyse der Kundinnen- und Kundenerwartungen
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Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Marktforschung, Note: 2, Sprache: Deutsch, Abstract: Aufgrund des Umschwungs in ein digitales Zeitalter und der damit veränderten Rahmenbedingungen in der Lebensmittelversorgung widmet sich die Arbeit der Frage, wie abobasierende Geschäftsmodelle im Lebensmittel-Onlinehandel den Alltag von Personen erleichtern können. Des Weiteren sind die Fragen welche Faktoren von Unternehmen für eine erfolgreiche Online-Abo-Vermarktung bereits berücksichtigt werden sowie welche Erwartungen potenzielle Kundinnen und Kunden an ein abobasiertes Geschäftsmodell im Lebensmittel-Onlinehandel stellen, Teil dieser Arbeit. Die Digitalisierung ist ein umfangreicher Innovationsprozess, der sich tiefgreifend in den Alltag der Menschen integriert. Die Stadt als Lebensraum der Menschen ist ebenso von der Transformation betroffen. Der Antrieb dieses Prozesses besteht aus den Nutzerinnen und Nutzern selbst, welche die neuen technischen Entwicklungen akzeptieren und adaptieren. Der Fortschritt der Technik, die Ökonomie, Industrie, Medizin, der Arbeitsalltag und das private Leben sind ein mächtiger Arbeitsauftrag für den Staat und seine politischen Vertreterinnen und Vertreter sowie Verwaltungsorgane. Alle Lebens- und Arbeitsfelder sind von der Digitalisierung betroffen und damit auch ein Thema bei der Lebensmittelversorgung. Um den Alltag von Personen in einer fordernden digitalen Welt zu erleichtern, führen immer mehr Unternehmen abobasierte Modelle zum Erwerb von Produkten und Dienstleistungen ein. Einzelhändlerinnen und Einzelhändler in der Lebensmittelbranche sowie gro e Unternehmen wie Starbucks haben das Potential für Abo-Modelle erkannt und bieten parallel zu ihrem herkömmlichen Geschäft Abos für den Erwerb ihrer Produkte an.
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