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E-Commerce im stationären Einzelhandel: Online und Offline Handel erfolgreich verbinden by Ekker, Reinhard

E-Commerce im stationären Einzelhandel: Online und Offline Handel erfolgreich verbinden

by Reinhard Ekker
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Book cover type: Paperback
  • ISBN13: 9783656471714
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 44
  • Original Price: USD 34.9
  • Language: German
  • Edition: N/A
  • Item Weight: 68 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3,0, FH OÖ Standort Steyr, Sprache: Deutsch, Abstract: Das Internet nimmt in unserem modernen Leben einen immer grö eren Stellenwert ein. Dies wird durch neue Technologien und Geräte, welche ständig mit dem Internet verbunden sind, noch zusätzlich begünstigt. Unter diesem Aspekt erscheint es nicht weiter verwunderlich das die Umsatzzahlen im Onlinehandel jährlich wachsen. Doch bei weitem nicht alle Händler haben eine eigene Webpräsenz. Gerade im Segement des stationären Einzelhandels sind viele Firmen vertreten die auf einen eigenen Webauftritt gänzlich verzichten. Diese Arbeit beschäfigt sich mit den sich auftuenden Chancen für stationäre Einzelhändler die sich dazu entschlie en einen eigenen E-Commerce Vertriebskanal einzurichten. Zu Beginn wird mittels eines Onlinekaufs der Kaufprozess im Onlinehandel dargestellt. Dabei wird auch versucht etwaige Synergien zwischen online und offline Kaufprozess aufzuzeigen. Das alleinige kennen und verstehen des online Kaufprozess ist noch kein Garant für den Erfolg eines Onlineshops. Daher widmet sich der nächste Teil der Arbeit jenen Faktoren die erfolgreiche Onlinehändler von jenen unterscheidet die ihr Potenzial noch nicht gänzlich ausschöpfen. Hierbei werden Faktoren erarbeitet die den Erfolg eines Webshops ma geblich beeinflussen. Bis zu diesem Punkt befasst sich die Arbeit mit dem klassischen Onlinehandel ohne Ladengeschäft.Die Ausgangsfrage zielt jedoch konkret auf den stationären Handel ab. Daher wird im letzen Kapitel explizit auf die Verbindung von stationärem Geschäft und E-Commerce Kanal eingegangen. Der Fokus liegt dabei auf dem sogenannten Multi-Channel-Handel, welcher sich grundsätzlich durch mindestens zwei vorhandene Vertriebskanäle auszeichnet. Durch die Integration von online und offline Kanälen bieten sich neue Möglichkeiten, welche auch im Kontext einer Entwicklung der Konsumenten betrachtet werden. Die Einfü

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