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Internet- und Intranet-Einsatz im Handel by Schwarz, Jörg

Internet- und Intranet-Einsatz im Handel

by Jörg Schwarz
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Book cover type: Paperback
  • ISBN13: 9783838615608
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 120
  • Original Price: GBP 73.5
  • Language: German
  • Edition: N/A
  • Item Weight: 168 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Gang der Untersuchung: Zielsetzung der Arbeit ist die Analyse der Gestaltung vertikaler Hersteller-Handels-Endabnehmer-Beziehungen mittels moderner Netzwerkkonzepte. Dabei wird vor allem der Einsatz der Internet- respektive Intranet-Technologie einer genaueren Betrachtung unterzogen. Im folgenden Kapitel werden einige grundlegende Aspekte des Internets/Intranets diskutiert und das Analyseobjekt weiter abgegrenzt. In dem sich anschlie enden Hauptteil der Untersuchung geht es zunächst in Kapitel 3 um Business-to-Business-Transaktionen. Im Mittelpunkt stehen dabei Handelsunternehmen im institutionellen Sinn. Ausgehend von aktuellen Tendenzen im Handelsmanagement - im Kern sind dies Entwicklungen im Rahmen des Supply Chain Managements - werden vor allem vorgelagerte Wertaktivitäten eines Handelsunternehmens wie Beschaffung und Logistik, aber auch das Marketing auf vertikale Verknüpfungen zu Herstellerunternehmen mittels moderner Kommunikationstechnologien hin untersucht. Der Schwerpunkt liegt dabei hersteller- und handelsseitig im Food- und Near-Food-Bereich wegen den dort häufig anzutreffenden zwischenbetrieblich ausgerichteten Kommunikationsbeziehungen. Im 4. Kapitel stehen die Business-to-Consumer-Transaktionen im Mittelpunkt des Interesses. Analyseschwerpunkt bilden die nachgelagerten absatzseitigen Wertaktivitäten zum Endabnehmer hin. Im Kern geht es um die Möglichkeiten der Online-Distribution und die Entwicklungen des Home-Shopping-Konzeptes via Internet. Insbesondere werden an dieser Stelle auch die Möglichkeiten des Direktabsatzes seitens der Herstellerunternehmen diskutiert. In Kapitel 5 werden abschlie end die Problembereiche der vorangegangen Kapitel integrativ zusammengeführt und als Business-to-Business-to-Consumer-Transaktionen umschrieben. Schwerpunktmä ig wird hier das Konzept des virtuellen Unternehmens diskutiert. In Kapitel 6 werden die Ergebnisse der Arbeit noch einmal zusammengefa t. Inhaltsverzeichnis: Inhaltsverzeichnis: I

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