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Online Vertrieb. Chancen & Risiken by Gerlach, Jonas

Online Vertrieb. Chancen & Risiken

by Jonas Gerlach
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Book cover type: Paperback
  • ISBN13: 9783668794542
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 60
  • Original Price: USD 35.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 168 grams
  • BISAC Subject(s): E-Commerce / Digital Marketing

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Handel und Distribution, Note: 1,7, Fachhochschule der Wirtschaft Bielefeld, Sprache: Deutsch, Abstract: Eröffnet der Einstieg in den Online-Vertrieb den Unternehmen mehr Chancen als Risiken? Muss man Multi-Channel-Handel betreiben um konkurrenzfähig zu bleiben? Was ist der zukünftige Trend im Handel? Das Ziel dieser Arbeit ist es, die Chancen und Risiken des Multi-Channel-Handels, unter besonderer Berücksichtigung der Online-Absatzkanäle "Commerce", zu analysieren und dessen Potential zu ermitteln. In den letzten Jahren durchlebt der deutsche Einzelhandel eine Veränderung der Wettbewerbssituation. Verändertes Kundenverhalten, die fortschreitende Digitalisierung und das damit verbundene Wachstum des Online-Handels, bedrängen den klassischen Einzelhandel und stellen ihn vor neue Herausforderungen. Immer mehr Händler nehmen diese Herausforderung an und wagen mit einem eigenen Onlineshop den Einstieg in den Online-Vertrieb. Durch den Vertrieb über das Internet, der ohne Frage mit einigen Risiken verbunden ist, eröffnen sich dem Händler neue Chancen. In Zeiten, in denen die stationären Umsätze weiter stagnieren, können neue Umsätze generiert werden und auf die veränderten Kundenbedürfnisse vielseitig eingegangen werden. Um die Bedürfnisse der Kunden zu befrieden, reicht es heute nicht mehr aus nur im Internet, also als Internet Pure-Player zu agieren. Der Kunde von heute zeigt immer mehr ein multioptionales Kaufverhalten - er möchte zwischen verschiedenen Absatzkanälen wählen und diese kombinieren können. Informationssuche im Internet und anschlie ender Kauf im stationären Einzelhandel ist ebenfalls ein Charakteristikum des multioptionalen Kaufverhaltens. Besonders durch die rasante Verbreitung von mobilen Endgeräten, wie Smartphones und Tablet-PCs, nährt M-Commerce das mobile Einkaufen und die gesteigerten Kundenerwartungen auf "anybody. anytime. anywhere". "Wir müssen dort sein, wo der Kunde uns erwartet", ist ei

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