Nischenmarketing als Strategie im Electronic Commerce
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Magisterarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 3, Universität Wien, Sprache: Deutsch, Abstract: In der vorliegenden Diplomarbeit wird die Thematik des Nischenmarketing als Erfolgs Strategie im Electronic Commerce behandelt.Ausgehend davon, dass immer mehr Konsumenten sich von Ihren Mitmenschen unterscheiden und abheben wollen gehen immer mehr Autoren davon aus, dass der Ruf nach Nischenprodukten auch im Electronic Commerce stärker wird. Dementsprechend liegt es an den Unternehmen der Zukunft diese Nischen im Electronic Commerce zu entdecken und die neue Kundenbedürfnisse schnell zu erfüllen.Einer der Autoren, welche den Ruf nach der Nische einem internationalen Publikum zugänglich gemacht hat, ist Chris Anderson mit seiner Theorie des Long Tails. Hauptaussage dieser Theorie ist, dass alle Nischenprodukte in der Summe stärker nachgefragt werden als die wohlbekannten Bestseller. Als Ursache dafür sieht er den technologischen Wandel durch die rasante Entwicklung des Internets und der daraus resultierenden Tatsache, dass jedem Kunden jederzeit alle gewünschten Produkte von jedem Ort der Welt aus zugänglich sind. Chris Anderson sieht in seiner Long Tail Theorie eine "Ökonomie des Überflusses" Der natürliche Engpasse, der zwischen Angebot und Nachfrage entsteht und bis dato beide Faktoren steuerte, verschwindet zunehmenst. Anderson fragt sich: "Was passieren würde, wenn alle Nischenprodukte addiert einen Markt ergeben würde, der so gro ist wie der Markt für Hits, wenn nicht sogar noch grö er?" (Anderson, 2006; S.6) Zweifellos hat die Theorie des Long Tails einen starken Einfluss auf die zukünftigen Strategien der Electronic Commerce Unternehmen. Sowohl auf Preisstrategien als auch auf Marketingstrategien. Zusätzlich dazu schafft die Long Tail Theorie zusätzliche Effekte, welche sich auf die Strategie der Unternehmen auswirken können und in dieser Diplomarbeit behandelt werden sollen. Natürlich gibt es auch he
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