Electronic Commerce unter besonderer Berücksichtigung kommunikationspolitischer Instrumente
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Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Es werden die Möglichkeiten des E-Commerce unter Einbindung kommunikationspolitischer Instrumente dargestellt. Es soll differenziert auf eine unternehmensspezifische Zielausrichtung der Kommunikationspolitik eingegangen werden, um daraus die unterschiedlichen kommunikationspolitischen Instrumente des E-Commerce abzuleiten. Anhand des Webshops sollen die Erkenntnisse weiter vertieft und konkrete Handlungsempfehlungen abgeleitet werden. Mit der fortschreitenden Internetverbreitung und der zunehmenden Bereitschaft der Konsumenten, das Medium nicht nur zur Informationssuche, sondern auch zum Kauf zu nutzen, ergibt sich eine gesteigerte Position des Marketings. Einen wichtigen Faktor in der weiteren Entwicklung werden die zukünftigen technologischen Entwicklungen einnehmen und damit die Umsetzung neuer kommunikationspolitischer Instrumente verbunden mit der Möglichkeit auf noch effizienteren Einsatz der vorhandenen Mittel. Zusätzlich wird es unabdingbar sein, auf eine verstärkte Kostenrechnung einzugehen und dadurch möglicherweise die entstehenden Kosten zu kennen und Entscheidungen mit Einbezug der jeweiligen Vorteile und Alternativen abzuwägen. Um nun eine starke Wettbewerbsposition erreichen zu können, muss eine Orientierung an Wettbewerbsvorteilen erfolgen. Dazu gehört ebenso die Analyse des strategischen Dreiecks zwischen Anbieter, Kunde und Konkurrenz wie die folgende Bildung einer Kundenorientierung. ...zu diesen Strategien gehört ein Customer Relationship Management mit der Zielsetzung auf langfristige Geschäftsbeziehung. In diesem Zusammenhang ist das aufgeführte Modell des One-to-One-Marketing und der Individualisierung der Angebote mitentscheidend. Durch eine fein abgestimmte Bedarfserfüllung durch direkten
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