Digitalisierung von Messen. Sind virtuelle Messen die Zukunft?
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Digitalisierung von Messen. Sind virtuelle Messen die Zukunft?

Digitalisierung von Messen. Sind virtuelle Messen die Zukunft?


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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule Worms, Sprache: Deutsch, Abstract: Digitalisierung als Substitut oder Komplement: Bedeutet die Digitalisierung den Untergang der klassischen Messe oder sind hybride Events oder sogar virtuelle Messen die Zukunft? Messen sind in Deutschland nach wie vor wichtig. Das zeigen nicht nur die hohen Besucherzahlen deutscher Messen, sondern auch die Tatsache, dass Deutschland der weltweit führende Standort für internationale Messen ist. Anders als andere Kommunikationsinstrumente bieten Messen ihren Ausstellern den großen Vorteil durch eine gebündelte Face-to-Face-Kommunikation mit der Zielgruppe zu interagieren und vor Ort Wettbewerber und den Markt zu analysieren. Sie bieten die Möglichkeit, potenzielle Kunden persönlich kennenzulernen, direkt vor Ort zu beraten und Produkte zu präsentieren. Die hohen Besucherzahlen deutscher Messen bedeuten demnach eine hohe Attraktivität für Aussteller. Wie bei anderen Kommunikationsinstrumenten übt die Digitalisierung auch großen Einfluss auf den Prozess der Messe aus. Der persönlichen Face-to-Face-Kommunikation stehen nun zahlreiche digitale und virtuelle Möglichkeiten gegenüber. Die Erfindung von neuen digitalen Technologien und der Einzug des Internets in unser alltägliches Leben beeinflusst nicht nur die Ausstattung der Messestände und das Angebot der Messeveranstalter, sondern auch die wichtigen Vor- und Nachbereitungsprozesse einer Messe. Hybride Events, d.h. Live-Events mit digitalen Ergänzungen im Ablauf oder auch rein virtuelle Veranstaltungen, werden immer mehr diskutiert und analysiert.


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Product Details
  • ISBN-13: 9783346299321
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 30
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346299325
  • Publisher Date: 13 Nov 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 100 gr


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