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Einführung einer Dienstleistungsmarke

Einführung einer Dienstleistungsmarke


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About the Book

Inhaltsangabe: Gang der Untersuchung: Der deutsche Energiemarkt ist zur Zeit drastischen Veränderungen unterworfen. Durch seine bevorstehende Liberalisierung und dem damit verbundenen Wegfall der Gebietsmonopole sehen sich die EVU dem "Schreckgespenst" des Wettbewerbs gegenüber. Ein mögliches Konzept zu seiner Bewältigung stellt die Einführung einer Dienstleistungsmarke dar. Als Fallbeispiel stelle ich die Implementierung und speziell die Bedeutung sowie Auswirkungen einer Markenstrategie für einen Energieversorger am Beispiel der Marke der Stadtwerke Hannover AG: EnerCity dar. Kapitel 2 gibt einen Überblick über die momentane Situation der SWH und des deutschen Energiemarktes sowie der Maßnahmen, welche die SWH zur Vorbereitung auf den Wettbewerb getroffen haben. In Kapitel 3 wird der Begriff und die Bedeutung einer Marke sowie ihre besonderen Aspekte für einen Energiedienstleister dargestellt. Die Kapitel 4 und 5 befassen sich mit unterschiedlichen Ansätzen von Markenstrategien und dem für EnerCity aufgrund der spezifischen Eigenschaften ausgewählten Markenansatz. Kapitel 6 erläutert kurz die seitens der SWH zur Unterstützung von EnerCity durchgeführten Maßnahmen und speziell deren Auswirkung auf das weitere Vorgehen. In Kapitel 7 stelle ich kurz die zur Umsetzung von EnerCity erfolgten Aktionen sowie erste Resultate dar. Das Kapitel 8 gibt einen kurzen Ausblick auf mögliche Perspektiven, die sich aus einer konsequenten Umsetzung von EnerCity ergeben. Inhaltsverzeichnis: Inhaltsverzeichnis: AbkürzungsverzeichnisIII TabellenverzeichnisIV 1.Problemstellung und Gang der Arbeit1 2.Ausgangssituation der Stadtwerke Hannover AG2 2.1Betrachtung der bisherigen Situation der SWH AG2 2.2Liberalisierung der Energiemärkte3 2.3Maßnahmen der SWH AG4 3.Markenbildung6 3.1Definition des Markenbegriffs6 3.2Funktionen der Marke8 3.3Bedeutung der Marke für einen Energiedienstleister11 4.Ansätze von Markenstrategien15 4.1Einzelmarkenstrategie15 4.2Familienmarken


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Product Details
  • ISBN-13: 9783838611020
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 141 gr
  • ISBN-10: 3838611020
  • Publisher Date: 12 Sep 1998
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Dargestellt am Beispiel von EnerCity
  • Width: 148 mm


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Einführung einer Dienstleistungsmarke
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Einführung einer Dienstleistungsmarke
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