Betriebstypenprofilierung Und Erlebnishandel: Eine Empirische Analyse Am Beispiel Des Textilen Facheinzelhandels

Name: Betriebstypenprofilierung Und Erlebnishandel: Eine Empirische Analyse Am Beispiel Des Textilen Facheinzelhandels
Brand: Gabler Verlag
SKU: 9783409133548
Price: 3776.0 INR
Availability: InStock

by Gerrit Heinemann

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ISBN13: 9783409133548
Binding: Paperback
Subject: N/A
Publisher: Gabler Verlag
Publisher Imprint: Gabler Verlag
Publication Date: January 1, 1990
Pages: 295
Original Price: EUR 51.39
Language: German
Edition: 1989
Item Weight: 513 grams
BISAC Subject(s): Economics / General

About The Book

Angesichts der zunehmenden Pluralisierung der Handels- leistungen ist in jUngster Zeit eine beschleunigte Abwer- tung der am Markt befindlichen Betriebstypen festzustel- len. Die dabei wirksam werdende "Store-Erosion" wird im wesentlichen auf eine Assimilation konkurrierender Han- delsbetriebe zurUckgefUhrt, mit der ursprUnglich unter- schiedliche Betriebstypen sich immer mehr angleichen. Nicht selten wird bereits von einer "Austauschbarkeitsfal- Ie" gesprochen, die bei den Betriebstypen ein Profilierungs- defizit erkennen laBt und eine Praferenzbildung gegentiber den Konsumenten grundsatzlich erschwert. Vor diesem Hintergrund analysiert der vorliegende Beitrag am Beispiel textiler Fachgeschafte die Betriebstypenpro- filierung im Einzelhandel. Die Untersuchung erfolgt aus zwei unterschiedlichen Perspektiven. Auf der einen Seite wird die Betriebstypenprofilierung aus angebotsbezogener Sicht im Rahmen der Geschaftsfeldplanung bzw. Betriebs- typenbildung beleuchtet ("Inside-Out Perspektive"), wo- bei empirisch sechs differenzierte Betriebstypen gebildet werden konnen. Auf der anderen Seite kommt unter Einbe- ziehung kaufverhaltensspezifischer Aspekte die nachfrage- orientierte Betrachtungsweise zum Tragen ("Outside-In Perspektive"). Dabei wird vor allem untersucht, inwieweit der Betriebstyp durch Vermittlung emotionaler Einkaufser- lebnisse Unverwechselbarkeit erlangen kann. Empirische Analysen tiber die Verhaltenswirkung der Erlebnisorientie- rung schlieBen sich an.

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