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Markenstrategien in der Automobilwirtschaft by Ziegler, Markus

Markenstrategien in der Automobilwirtschaft

by Markus Ziegler
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Book cover type: Paperback
  • ISBN13: 9783640303502
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 55 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2.0, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Nürtingen, Veranstaltung: Grundseminar, Sprache: Deutsch, Abstract: Überblickt man die Entwicklung der Automobilindustrie in etwas längerem Zeitraum, galten Anfang der neunziger Jahre hohe Produktivität und Kosteneffizienz als die beiden entscheidenden Erfolgsfaktoren. Mitte der neunziger Jahre machten deutsche Automobilhersteller deutlich, dass Kosteneffizienz allein noch keine Wachstumsstrategie ist. Mit Produktoffensiven und konsequenten Markenpflegen konnten sie ihren Markenwert steigern. Heute zählen Mercedes Benz mit 21 Milliarden Euro und BMW mit 20 Milliarden Euro zu den wertvollsten deutschen Marken. Diese Summen lassen auf ein gutes Markenmanagement der Firmen schlie en. Doch was bedeutet dies überhaupt? Wie gelingt es Unternehmen eine Marke am Markt zu etablieren? Welche Möglichkeiten stehen ihnen dabei zur Verfügung? Wie kann nachhaltiger Erfolg erzielt werden? "Die Entwicklung und Pflege von Markenwerten erscheint die Herausforderung in der Automobilbranche in den nächsten Jahren zu sein." Wissenschaft und Praxis sind hier in gleicher Weise gefordert, die spezifischen Bedingungen von Markenpolitik in der Automobilbranche auszuleuchten und in handhabbare Marketingkonzepte zu übersetzen. Beim Kauf eines Automobils spielt zum einen der finanzielle Aspekt eine gro e Rolle, zum anderen kommt hier eine Vielzahl rationaler und emotionaler Bedürfnisse zusammen, die Alle befriedigt werden wollen. Somit ist der Kaufprozess eines Automobils, das dem Konsumenten eine Idealvorstellung darstellt, eine hoch komplexe Entscheidung. "In kaum einem anderen Konsumgütermarkt ist daher das Bedürfnis nach Orientierung durch Marken ähnlich stark ausgeprägt." In keiner anderen Branche wird soviel Aufwand betrieben, wenn es darum geht, Kunden zu gewinnen, zu begeistern und an eine Marke zu binden.

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