Chancen und Risiken multisensorischer Markenkommunikation
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Chancen und Risiken multisensorischer Markenkommunikation

Chancen und Risiken multisensorischer Markenkommunikation


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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,00, Hochschule für Wirtschaft und Recht Berlin, Sprache: Deutsch, Abstract: Die Tourismusbranche hatte in den vergangenen Jahren mit einer Vielzahl von Problemen zu kämpfen. Terrorismus, Seuchen oder politische Krisenherde sorgten für einschneidende Veränderungen sowie für einen Rückgang der Reisetätigkeiten weltweit. Für die stationär angesiedelten Reisebüros, auch Reisevermittler genannt, zeigen sich weit schwerwiegendere Veränderungen auf, welche bis hin zur Existenzbedrohung führen könnten. Die technische Entwicklung und die Verbreitung des Internets geben Reiseinteressenten heutzutage die Möglichkeit, das stationäre Reisebüro im gesamten Prozess der Recherche und Buchung einer Reise außen vor zu lassen. Das Reisebüro als Zwischenhändler verliert somit nach und nach an Bedeutung, und könnte somit in wenigen Jahren zu einem großen Teil vom Markt verschwinden. Gegenüber den Onlinepräsenzen besitzt das klassische Reisebüro jedoch 2 wesentliche Merkmale über die man sich differenzieren kann und muss. Zum einen ist der Faktor einer kompetente Beratung ein Vorteil gegenüber Onlineanbietern den es auszubauen gilt, zum anderen muss es den stationären Reisebüros gelingen, das Urlaubserlebnis bereits beim Betreten des Reisebüros vermitteln zu können. Das multisensorische Marketing kann hierbei unterstützend wirken. Aus diesen Faktoren muss das stationäre Reisebüro einen Mehrwert für die Kunden schaffen um sich auch zukünftig konkurrenzfähig präsentieren zu können. Ziel der Arbeit ist es, aus den Erkenntnissen der Neurowissenschaften Rückschlüsse zu ziehen, und diese so in Handlungsempfehlungen umzuwandeln, dass eine neue Kommunikation zwischen Marke und Mensch, zwischen Reisebüro und Kunde entsteht. Die multisensorische Kundenansprache bildet dabei den Grundstein für das Urlaubserlebnis, welches bereits bei dem Beratungs- und Buchungsvorgang im stationären Reisebüro entste


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Product Details
  • ISBN-13: 9783640753499
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 145 gr
  • ISBN-10: 3640753496
  • Publisher Date: 27 Nov 2010
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Sub Title: In Bezug auf ein stationäres Reisebüro
  • Width: 148 mm


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