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Online-Strategien von Handelsblatt und Financial Times Deutschland by Prostka, Tim

Online-Strategien von Handelsblatt und Financial Times Deutschland

by Tim Prostka
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Book cover type: Paperback
  • ISBN13: 9783656519973
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 108
  • Original Price: USD 67.5
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Europa-Universität Flensburg (ehem. Universität Flensburg) (Internationales Institut für Management), Sprache: Deutsch, Abstract: Ziel der Arbeit ist es, die spezifischen Merkmale der Produkte Zeitung und Zeitschrift sowie die Besonderheiten ihrer Produktion und ihres Vertriebs darzustellen und die für Presseprodukte relevanten Eigenschaften des Internets und mobiler Endgeräte verständlich zu vermitteln. Im Hauptteil sollen durch die Untersuchung der Online-Angebote der beiden reichweitenstärksten deutschsprachigen Wirtschaftszeitungen Handelsblatt und Financial Times Deutschland die Online-Strategien vor dem Hintergrund crossmedialer Aktivitäten identifiziert und die jeweils angestrebte strategische Entwicklungsrichtung abgeleitet werden. Der abschlie ende Vergleich beider Anbieter soll Unterschiede und Gemeinsamkeiten in den Strategien herausarbeiten und eine Bewertung der Erfolge ermöglichen. Die Gründe für die Wahl der beiden Analyseobjekte sind dabei folgende: Gegenüber klassischen Tageszeitungen, die "die informationelle Grundversorgung eines dispersen Publikums" gewährleisten, liegt die Kernkompetenz der Wirtschaftspresse gemä Schenk/Rössler in der informationellen Versorgung einer Rezipientengruppe, die neuen Kommunikationstechniken, wie etwa dem Internet oder mobilen Endgeräten, gegenüber relativ aufgeschlossen ist und diese frühzeitig zu nutzen beginnt. Ein weiterer Grund ist, dass Wirtschaftsberichterstattung oftmals eine deutlich höhere Aktualität von den Anbietern fordert als es herkömmliche Zeitungsberichterstattung tut. Beispiele hierfür sind Nachrichten im Börsen- und Finanzteil, deren Ziel in der hochaktuellen Bereitstellung von Informationen als Entscheidungsgrundlage für wirtschaftliche Aktivitäten, wie etwa Aktienkäufe, besteht. Im Sinne der Untersuchung crossmedialer Aktivitäten bieten sich daher die beiden genannten Wirtschaftszeitungen an,

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