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Online Shopping: Eine Analyse des Erfolgs von eBay by Jaffé, Renata

Online Shopping: Eine Analyse des Erfolgs von eBay

by Renata Jaffé
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Book cover type: Paperback
  • ISBN13: 9783638647946
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 64
  • Original Price: USD 26.9
  • Language: German
  • Edition: 2. Auflage
  • Item Weight: 96 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,3, Universität der Künste Berlin (Institute of Electronic Business), Sprache: Deutsch, Abstract: Den Namen eBay kennt in Deutschland heutzutage fast jeder. Das Projekt, über das die meisten im Jahr 2000 stark zweifelten, bewegt heute die Massen. eBay ist zum Kult geworden und hat eine bedeutende Rolle im Online-Shopping. Was steht jedoch hinter diesem Phänomen? Wieso ist gerade eBay so erfolgreich geworden? Warum gibt es eigentlich nur eBay? Was macht der Rest? In meiner Hausarbeit habe ich versucht, diese Fragen zu erläutern und zu erforschen, was genau eBay zu einer Besonderheit macht. Am Anfang werden das Unternehmen und seine Geschichte vorgestellt. Dieser Teil ist wichtig, um zu verstehen, wo das ganze Phänomen angefangen hat und wie sich das bis zu seinem heutigen Status entwickelte. In diesem Bereich wird auch kurz auf die Funktionsweise des Online-Handels bei eBay eingegangen. Abschlie end werden die wichtigsten Kennzahlen aufgeführt, die den Erfolg alljährlich in Unternehmensberichten schwarz auf wei beweisen. Im zweiten Teil wird der Markt der Online-Marktplätze beschrieben. Dabei werden die Besonderheiten dieser E-Commerce-Form hervorgehoben und die Strategie der Wettbewerber erläutert. Die tatsächliche Marktposition und die Zukunftssaussichten habe ich in einer SWOT-Analyse zusammengefasst. Die Tätigkeit des Unternehmens im Bereich des Customer Relationship Managements wird im weiteren Absatz vorgestellt. Hierbei wird zwischen Kundengewinnung und Kundenbindung unterschieden. Der abschlie ende Ausblick wirft einige interessante Thesen bzgl. der weiteren eBay-Entwicklung auf. Die vorliegende Arbeit stützt sich auf grundlegende Recherche in deutschen Online und Printmedien und zum Teil auf interne eBay Materialien, die mir zur Verfügung gestellt wurden. Viele Thesen sind ein zusammenfassendes Ergebnis dieser Recherche und eigener Erfahrungen mi

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