Wie kann der stationäre Handel gegenüber dem E-Commerce wettbewerbsfähig bleiben?: Die Inhalte des neuen Handlungskonzepts
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Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Ernst-Moritz-Arndt-Universität Greifswald, Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit der Frage, wie der stationäre Handel dem aktuellen Wandel, welcher auf das rasche Wachstum des Electronic Commerce zurückzuführen ist, entgegentreten und mit Hilfe welcher Technologien und Neuerungen weiterhin wettbewerbsfähig bleiben kann. Im Zuge der digitalen Revolution befindet sich eine Vielzahl von Handelsbranchen - insbesondere der stationäre Einzelhandel - in einer Phase des Umbruchs. Bereits heute macht der Online-Handel etwa zehn Prozent des gesamtdeutschen Handelsvolumens aus. Bis 2021 wird eine weitere Umsatzsteigerung von 30 Milliarden Euro prognostiziert. Gründe dafür sind günstige Preise und eine grö ere Produktauswahl in Onlineshops, aber auch fehlende Kompetenzen und Dienstleistungsangebote in den stationären Geschäften. In Verbindung mit dieser Entwicklung drohen viele kleine und mittelständische Unternehmen - vor allem in den ländlichen Regionen - in den kommenden Jahren schlie en zu müssen. Laut der Studie "Stadt, Land, Handel 2020" des Instituts für Handelsforschung Köln ist bis 2020 jedes zehnte Geschäft von der Schlie ung betroffen. Das Verhalten und die Ansprüche der Konsumenten spielen dabei ebenfalls eine entscheidende Rolle. Im Zuge der Verbreitung digitaler Anwendungen gewann auch das Smartphone als Einkaufshilfe immer mehr an Beliebtheit. Bereits 77 Prozent der über 14-Jährigen in Deutschland nutzen ein internetfähiges Mobilgerät. Für viele dient es zum Produktvergleich, zur Informationsbeschaffung oder auch zur Preisabfrage. Der Einkaufsprozess beginnt vermehrt mit Onlinerecherchen, wobei die Hälfte der Befragten angab, das Produkt auch unmittelbar im Internet zu kaufen.
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