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Connected Cars. Kundenbindung durch Daten aus vernetzten Fahrzeugen by Anonymous

Connected Cars. Kundenbindung durch Daten aus vernetzten Fahrzeugen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346995148
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 22
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 41 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Fresenius Idstein (onlineplus), Sprache: Deutsch, Abstract: Ein Auto ist heute mehr als nur ein Fahrzeug. Es ist auch ein Kanal für schnelles, personalisiertes Marketing und Customer-Relationship-Management. Somit wächst das Interesse bei Automobilherstellern an Connected Cars und deren Daten. Vor diesem Hintergrund liegt es nahe, die Kundenbindung mit Daten aus vernetzen Fahrzeugen zu untersuchen. Es ergibt sich die folgende Forschungsfrage: Welche Chancen und Herausforderungen ergeben sich durch Connected Car Data für das Customer-Relationship-Management von Automobilherstellern? Das wesentliche Ziel dieser Arbeit besteht somit in der theoretischen Untersuchung der Frage, ob und inwieweit Connected Car Data für die Kundenbindung genutzt werden können und welche Chancen und Risiken sich hieraus für Automobilhersteller ergeben. Zur Beantwortung der Forschungsfrage wird der aktuelle Forschungsstand in Form einer Literaturanalyse untersucht. Im Anschluss an dieses einleitende Kapitel werden im zweiten Kapitel die theoretischen Grundlagen der Arbeit behandelt. Hierfür werden die Begriffe Connected Car und CRM definiert und abgegrenzt. Darauf aufbauend wird im dritten Kapitel der Beantwortung der Forschungsfrage nachgekommen. Hierfür werden die relevanten Merkmale des Kundendatenmanagements in Bezug auf Connected Car Data herausgearbeitet. Anschlie end wird analysiert, inwieweit die Daten für ein erfolgreiches Customer-Relationship-Management genutzt werden können. Fortführend soll die Fahrzeugvernetzung mittels einer SWOT-Analyse für Automobilhersteller bewertet werden. Mit dem abschlie enden Kapitel wird der zukünftige Stellenwert von Connected Car Data herausgearbeitet. Hierfür werden die zentralen Ergebnisse zusammengefasst, diskutiert und kritisch gewürdigt. Ein Ausblick schlie t die Arbeit ab. Im Rahmen dieser Arbeit wird ausschlie lich auf Chance

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