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Methoden zur Kundenbasisanalyse by Duggen, Sven

Methoden zur Kundenbasisanalyse

by Sven Duggen
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Book cover type: Paperback
  • ISBN13: 9783640890569
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Passau, Veranstaltung: Masterseminar Kundenmanagement, Sprache: Deutsch, Abstract: In den letzten Jahren hat sich in vielen Unternehmen ein Wandel vollzogen: Wo lange Zeit das Produkt im Fokus stand, ist heute der Kunde Ausgangspunkt aller strategischen Entscheidungen. Nicht mehr die einzelne Transaktion, sondern das langfristige Management von Kundenbeziehungen wird als entscheidender Faktor für die Wettbewerbsfähigkeit eines Unternehmens angesehen. Mit diesem Ansatz des Customer Relationship Managements geht häufig die Vermutung einher, dass Kundenbindung und Kundenprofitabilität positiv korreliert sind. Die Annahme, dass sich insbesondere loyale, langjährige Kunden durch eine hohe Profitabilität auszeichnen und daher ans Unternehmen gebunden werden sollten ist allerdings umstritten. Eine individuelle Analyse der Kundenbasis ist für ein Unternehmen daher unabdingbar, um profitable Kundensegmente lokalisieren zu können. Dabei sind insbesondere die Methoden von Interesse, mit denen die Dauer von Kundenbeziehungen prognostiziert und beurteilt werden können. Besitzt ein Unternehmen Informationen über die voraussichtliche Dauer der einzelnen Kundenbeziehungen, können knappe Ressourcen für die Durchführung von Marketingaktivitäten zielgerichtet eingesetzt werden. So ist es zB möglich, profitable Kunden mit hohem Abwanderungsrisiko durch gezielte Ma nahmen an das Unternehmen zu binden. Durch eine Segmentierung der Kundenbasis ist es möglich, die Ressourcen für solche Aktionen gezielt auf die Kundensegmente zu konzentrieren, die sich durch eine hohe Profitabilität auszeichnen. Für eine solche Segmentierung wird häufig das RFM-Modell verwendet, das eine Kundenbeziehung hinsichtlich dreier Dimensionen untersucht: Recency (Zeitpunkt letzter Kauf), Frequency (Anzahl bisheriger Käufe) und Monetary Value (kum. Umsätze d. Kundenbeziehung). Profitable Segmente umfa

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