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Erlebnisorientierung als Erfolgsfaktor zur Differenzierung by Anonym

Erlebnisorientierung als Erfolgsfaktor zur Differenzierung

by Anonym
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Book cover type: Paperback
  • ISBN13: 9783656702108
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Angesichts des unaufhörlich wachsenden Online-Handels und der gesättigten Märkte steht der Einzelhandel vor der Herausforderung, die Konsumenten langfristig an die Marken und Unternehmen zu binden. Eine Differenzierung durch eine aggressive Preisstrategie ist hier unzureichend. Weiter sind die Ansprüche der Konsumenten gestiegen und Kriterien wie eine gute Qualität der Güter und Dienstleistungen werden als selbstverständlich betrachtet.1 Der Konsument von heute entspricht nicht dem Menschenbild des Homo oeconomicus, dem rational handelnden Individuum, das nach der Nutzenmaximierung strebt. Vielmehr möchten die Kunden emotional angesprochen und unterhalten werden. Ein erfolgsversprechendes Instrument des Einzelhandels ist die Gestaltung von Erlebnissen, die eine emotionale Wirkung auslösen und so die Kaufkraft der Konsumenten erhöhen sollen. Vor dem Hintergrund der oben geschilderten Relevanz des Themas soll im Folgenden die Frage beantwortet werden, warum die Erlebnisorientierung für den Einzelhandel von gro er Bedeutung ist und welche Faktoren für den Erfolg einer erlebnisorientierten Strategie ausschlaggebend sind. Dazu sollen zunächst in Kapitel Zwei definitorische Grundlagen erörtert werden, die für den weiteren Verlauf der Arbeit von Bedeutung sind. Auf Basis der in Kapitel 3.1 analysierten Veränderung des Konsumentenverhaltens soll Aufschluss darauf gegeben werden, warum die Vermittlung von Erlebnissen in den Vordergrund rückt, während in Kapitel 3.2 die Fragen beantwortet werden soll, welche Erfolgsfaktoren der Erlebnisorientierung die Konsumenten zum Kauf animieren. Letztlich werden in Kapitel 3.3 Anwendungsmöglichkeiten anhand von Praxisbeispielen aufgezeigt. Im viertel Kapitel folg

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