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Einsatz preispolitischer Instrumente im E-Commerce

Einsatz preispolitischer Instrumente im E-Commerce


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About the Book

Inhaltsangabe: Einleitung: Trotz des großen Börsencrashs Anfang des neuen Jahrtausends, bei dem viele Unternehmen der New Economy Insolvenz anmelden mussten, ist das Thema E-Commerce in aller Munde. Fast jeder zweite Bundesbürger nutzt laut Deutschland in Zahlen im Jahr 2004 einen Internetanschluss. Gemäß der ARD/ZDF-Online-Studie 2004 nahmen im Jahre 2004 10 % der User wenigstens einmal pro Woche die Möglichkeit des Online Shoppings wahr. Laut dem manager magazin wurde 2004 im deutschen Onlinegeschäft mit 202,6 Milliarden Euro ein Umsatzplus zum Vorjahr von 76 Prozent erzielt. Um diesen Umsatz zu erwirtschaften und den E-Commerce für den Kunden weiterhin attraktiv zu gestalten, existiert ein ausgefeiltes Preismanagement. Bei der Preisbildung ist unter anderem zu berücksichtigen, dass das Preisniveau im Internet meist unterhalb des Preisniveaus anderer Vertriebskanäle liegt, da der Nutzer in der Regel eine geringere Zahlungsbereitschaft aufweist. Die vorliegende Arbeit soll einen Überblick über die Instrumentarien dieses Preismanagements verschaffen. Nach einer Einführung in die theoretischen Grundlagen des E-Commerce und der Preispolitik wird die besondere Beschaffenheit von Produkten die im Internet vertrieben werden erläutert. Im Folgenden werden verschiedene preispolitische Instrumente des E-Commerce vorgestellt und anhand von Beispielen verdeutlicht. Sollten Grenzen die Preisbildung erschweren oder verhindern, wird darauf ebenfalls eingegangen. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 2.Theoretische Grundlagen2 2.1Grundlagen des E-Commerce2 2.1.1Definition2 2.1.2Aktivitäten3 2.1.3Akteure4 2.1.4Digitale und Reale Märkte6 2.2Grundlagen der Preispolitik7 2.3Produkte im Internet8 2.3.1Produktarten8 2.3.2Preise9 3.Preispolitische Instrumente im E-Commerce11 3.1Preisdifferenzierung nach festen Kriterien11 3.1.1Zeitbezogene Preisdifferenzierung12 3.1.2Mengenbezogene Preisdifferenzierung13 3.1.3Leistungsbezogene Preisdifferenzierung13
About the Author: Über den Autor: Till Vogelsang, Diplom-Kaufmann, geb. 1979; Studium der Betriebswirtschaftslehre an der Westfälischen Wilhelms-Universität Münster.


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Product Details
  • ISBN-13: 9783836606011
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 113 gr
  • ISBN-10: 3836606011
  • Publisher Date: 14 Oct 2007
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Sub Title: Möglichkeiten und Grenzen
  • Width: 148 mm


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