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Modellgestützte Kataloggestaltung im Versandhandel: Empiriebasierter Optimierungsansatz am Beispiel eines mittelständischen Spezialversenders by Weitzel, Peter

Modellgestützte Kataloggestaltung im Versandhandel: Empiriebasierter Optimierungsansatz am Beispiel eines mittelständischen Spezialversenders

by Peter Weitzel , Marco Lux
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Book cover type: Paperback
  • ISBN13: 9783838678573
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 188
  • Original Price: GBP 102.9
  • Language: German
  • Edition: N/A
  • Item Weight: 254 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Zusammenfassung: Die vorliegende Diplomarbeit entwickelt ein exemplarisches Modell zur Umsatzprognose im Versandhandel, welches auf der deskriptiv-statistischen Erfassung der Angebotsgestaltung eines Versandhandelskatalogs beruht. Ein derartiges Modell ist notwendige Vorraussetzung, um zukünftig sowohl Gewinnmaximierungs-Algorithmen herleiten als auch die Erstellung des Kataloglayouts teilweise automatisieren zu können. Ausgehend von einer umfassenden Literaturrecherche werden in Gesprächen mit Vertretern führender deutscher Universal- und Spezialversender die vorherrschenden Praktiken bei der Kataloggestaltung und Umsatzprognose erörtert und einander gegenübergestellt. Anschlie end werden aus den Ergebnissen von Gesprächen und Literaturrecherche Hypothesen bezüglich der Determinanten des Umsatzerfolges abgeleitet. Diese Hypothesen werden mit Unterstützung eines mittelständischen Spezialversenders im Rahmen eines Feldversuchs empirisch getestet, indem der Kundenstamm einen Testkatalog erhält, worin gestalterische Elemente einzelner Artikel wie Bilder und Positionierung sowie die Hervorhebung spezieller Angebotscharakteristika gezielt manipuliert wurden. Die Ergebnisse dieses Test flie en direkt in das Modell zur Umsatzprognose ein. Hierbei wird ein innovativer Ansatz gewählt, der sich in drei separate Teilmodelle untergliedert, da so die Determinanten der verschiedenen Betrachtungsebenen bei der Katalogplanung und -gestaltung besser berücksichtigt werden können. Anhand eines vom unterstützenden Unternehmen bereitgestellten Datensatzes werden mittels des Verfahrens der linearen Regression die Einflussgrö en und Koeffizienten der verschiedenen Teilmodelle geschätzt, wobei auf den stärker aggregierten Betrachtungsebenen sehr hohe Erklärungswerte von über 80 Prozent erreicht werden. Durch eine Monte-Carlo-Simulation wird gezeigt, dass sich der entwickelte Ansatz nicht allein zur Erklärung, sondern auch zur Prognose von Umsätzen, insbesondere auf aggre

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