Multi-Channel-Vertrieb. Chancen und Risiken des Vertriebs über das Internet
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Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Handel und Distribution, Note: 1,3, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Die vorliegende Arbeit soll das Konzept des Multi-Channel-Managements darstellen und in diesem Kontext auf das Internet als zusätzlichen Vertriebskanal eingehen. Dazu sollen insbesondere die damit verbundenen Chancen und Risiken dargestellt werden. In den vergangenen Jahren hat das Multi-Channel-Management immer mehr an Bedeutung gewonnen. Die Unternehmen bieten Ihr Leistungsspektrum kaum noch ausschlie lich über einen Absatzkanal an, sondern nutzen den parallelen Einsatz mehrerer Kanäle. Neben den traditionellen Absatzwegen wird hierbei in erster Linie auf die innovativen neueren Kanäle zurückgegriffen. Die Ursachen hierfür sind unterschiedlich. Zunächst spielen die zunehmende Globalisierung, die immer schnellere technische Entwicklung und die dadurch immer kürzer werdenden Produktlebenszyklen eine Rolle. Das Tempo, mit welchem sich die Produkte und Dienstleistungen technisch, qualitativ und funktionell angleichen, steigt. Für die Unternehmen wird es zunehmend schwieriger, sich auf dieser Ebene von ihren Wettbewerbern zu differenzieren. Daraus resultiert eine Austauschbarkeit, welche die Wechselbereitschaft der Kunden erhöht. Ein weiterer wesentlicher Faktor sind die rasanten technischen Entwicklungen, gepaart mit den explodierenden Nutzerzahlen in den Informations- und Kommunikationstechnologien. Der Anteil der Internetnutzer ist in Deutschland in den vergangenen 10 Jahren nochmals um über 45% angestiegen und betrug im Jahr 2014 76,8%. Weltweit hat sich die Anzahl der Internetnutzer im gleichen Zeitraum von 910 Millionen auf 2,9 Milliarden mehr als verdreifacht. Entsprechend dieser Zahlen bricht auch die Anzahl der Einkäufe über das Internet Jahr für Jahr neue Rekorde. Rund neun von zehn Internetnutzern in Deutschland kaufen über das Internet ein. Insgesamt machte 2014 "der Online-Handel meh
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