Hemmnisse gegen das Online-Shopping in der Bevölkerung und Möglichkeiten zu deren Beseitigung
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Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fachhochschule Erfurt, Veranstaltung: Marketingmanagement, Sprache: Deutsch, Abstract: Anfang der neunziger Jahre veränderte sich das grundlegende Erscheinungsbild des Handels. Durch die Möglichkeit Geschäftsprozesse über das Internet abzuwickeln, entstand plötzlich eine völlig neue Dynamik, welche sich bis heute und darüber hinaus ständig weiter entwickelt. Das Internet dient Unternehmen heute als Plattform für Unternehmensinterne Prozesse, ebenso wie für die gesamte Abwicklung von Geschäften. Das Stadium des sich entwickelnden Mediums ist längst überschritten. Vielmehr ist es heute ein integraler Bestandteil unternehmerischer Tätigkeiten. Dem Kunden erschlie en sich eine unglaubliche Menge an potentiellen Anbietern, während auf Anbietersicht ein enormer Wettbewerb vorherrschend ist. Kunden können sich sehr schnell für einen anderen Anbieter entscheiden und befinden sich so permanent auf dem Sprung. Auf dem Gebiet des E-Commerce stellt dies eine gro e Herausforderung an die Kundenbindung und ergänzt die Grundhaltung, dass Kundenbindung die Beziehung und Bindung zu dem Unternehmen intensiviert um die Frage, wie sich Kunden innerhalb des E-Commerce binden lassen. Dabei ist im Kontext der zunehmenden Globalisierung ebenso zu beachten, inwieweit man bestehende Marketingstrategien sowie Marketinginstrumente standardisieren kann. Die Zahl der erreichbaren Kunden und die dauerhafte Verfügbarkeit sind dabei ebenso ausschlaggebende Determinanten, wie die Flexibilität in der Kommunikation. Doch wie schafft es das Unternehmen kontinuierlich wachsende Transaktionen ebenso wie steigende Kundenzahlen zu realisieren? Welche Hemmnisse beim Online-Shopping bestehen und stellen essentielle Faktoren bei der Planung einer E-Commerce Lösung dar? Was sichert langfristigen und vor allem ausgereiften E-Commerce? Mögliche Antworten zu dieser Thematik untersucht dieses Buch. Erhalte
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