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Branchenanalyse und Perspektiven deutscher Zeitungsverlage

Branchenanalyse und Perspektiven deutscher Zeitungsverlage


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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,9, Europäische Fernhochschule Hamburg, Sprache: Deutsch, Abstract: Die vorliegende Arbeit zum Thema "Branchenanalyse und Perspektiven deutscher Zeitungsverlage" analysiert in zwei Schritten zuerst die Branche und stellt anschließend Handlungsperspektiven für die Zukunft vor. Dabei soll ersichtlich werden, dass sich der Zeitungsmarkt durch grundlegende Veränderungen der Medienangebote, der Leserschaft und des Leseverhaltens unwiderruflich gewandelt hat. Sowohl der demografische Wandel als auch ein neues Mediennutzungsverhalten und andere Themeninteressen sind für den Branchenwandel verantwortlich, der nicht zuletzt die finanziellen Kosten- und Erlösstrukturen der Verlage verschoben hat. Eine wichtige Erkenntnis stellt dar, dass sich Zeitungsverlage aufgrund einer gestiegenen Konkurrenzsituation, durch neue Medienkanäle wie dem Internet oder Mobile Media, als generelle Informationsanbieter verstehen müssen. Um sich dennoch behaupten zu können, werden im zweiten Teil der Arbeit den Verlagen Perspektiven im Bereich der Strategie, der Portfoliooptimierung und der internen Unternehmensanpassung aufgezeigt. Näher beleuchtet werden hierbei die Notwendigkeit zur klaren strategischen Ausrichtung anhand Porter's generischen Kräften und dem "strategic groups"-Modell nach Hunt, der Chance, positiv vom Produkt der Tageszeitung im Bereich des Brandings zu profitieren, sowie sich aktiv der Kundenbindung und -orientierung nach den Ansätzen von Dwyer et al. und Aaker zu widmen. Behandelt wird auch der Aspekt, dass sich Tageszeitungen inhaltlich und optisch verändern müssen und Cross-Media- Beziehungen zum Internet und Mobile Media-Anwendungen aufzubauen sind. Hierbei sind Produkte komplementär aufeinander abzustimmen um Kannibalisierungseffekte zu vermeiden. Im Bereich Internet und Mobile Media werden ferner verschiedene Content- und Erlösmodelle d


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Product Details
  • ISBN-13: 9783656131977
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 365613197X
  • Publisher Date: 04 Mar 2012
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 159 gr


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