Wirtschaftliche Folgen der digitalen Revolution auf den Einzelhandel im Bereich der Luxusgüterindustrie am Beispiel von Net-A-Porter
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Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 1,3, IU Internationale Hochschule, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die wirtschaftlichen Folgen des digitalen Wandels für den Einzelhandel im Bereich der Luxusgüter sowie die Bedeutung des Online-Handels am Beispiel von Net-A-Porter näher zu beleuchten. Basis hierzu stellt eine schriftliche, empirische Umfrage bei Konsumenten speziell im Bereich der Luxusmode dar, die anschlie end quantitativ ausgewertet und diskutiert wird. In Kapitel zwei wird auf die Auswirkungen der digitalen Revolution im Einzelhandel in Deutschland eingegangen. Dabei wird der Begriff der digitalen Revolution erläutert, speziell auf E-Commerce im B2C-Bereich eingegangen und die damit zusammenhängenden Herausforderungen für den Einzelhandel und dessen Strukturen beschrieben. Anschlie end befasst sich Kapitel drei mit der Thematik der Luxusgüter im E-Commerce: Es erfolgt eine Definition des Begriffs Luxusgutes und eine Erläuterung der Entwicklung des Onlinehandels in diesem Bereich sowie der daraus resultierende Risiken und Herausforderungen. Ferner wird in diesem Abschnitt das Beispiel des Unternehmens Net-A-Porter beleuchtet. Im nächsten Schritt folgt in Kapitel vier eine knappe Beschreibung der Aufgabenstellung, der verwendeten Methodik und des Fragebogens. Zudem wird hier auch auf die Limitierungen der Umfrage eingegangen. Im fünften Kapitel werden die aus der empirischen Untersuchung gewonnen Erkenntnisse bewertet und daraus Schlussfolgerungen für die aktuelle Entwicklung des Einzelhandels im Bereich der Luxusgüterindustrie abgeleitet. Im sechsten und letzten Kapitel erfolgt eine Zusammenfassung der vorliegenden Arbeit.
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