Entwicklung eines E-Commerce-Modells für die Luxusindustrie
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Entwicklung eines E-Commerce-Modells für die Luxusindustrie

Entwicklung eines E-Commerce-Modells für die Luxusindustrie


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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich BWL - Sonstiges, Note: 1,3, Fachhochschule Trier - Hochschule für Wirtschaft, Technik und Gestaltung, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es zu untersuchen, wie die Inkongruenzen zwischen dem Onlinehandel und der Luxusindustrie gelöst werden können, um ein geeignetes E-Commerce-Modell zu entwickeln. Nach den einleitenden Bemerkungen zu der generellen Problematik, gibt Kapitel 2 einen Einblick in die Hauptmerkmale einer Luxusmarke, definiert das Profil des Luxuskonsumenten und zeigt auf, wie sich die Luxusindustrie durch Bestimmung von Kernherausforderungen vom Massenmarkt abheben kann, ohne von ihren Prinzipien abzuweichen. Im dritten Kapitel werden die Merkmale von E-Commerce durch die Analyse des Verhaltens von Online-Käufern und die Hervorhebung von Möglichkeiten und Risiken, die durch die Abwicklung von Online-Geschäften entstehen, beleuchtet. Nach Abdeckung des theoretischen Rahmens der Luxusindustrie und des E-Commerce, werden im vierten Kapitel Marketinggrundlagen dargestellt und vertieft auf die verschiedenen Arten der Kundenorientierung eingegangen. Im folgenden Kapitel wird bestimmt und visualisiert, auf welcher Ebene die Inkongruenzen zwischen der Luxusbranche und dem E-Commerce Bereich entstehen und wie man diese beseitigen kann. Auf Grundlage der beobachteten Ergebnisse, wird in Kapitel 5.2.6 ein E-Commerce Modell für die Luxusindustrie entwickelt und erklärt, welches den Eintritt der Luxusunternehmen in den Online-Markt erleichtern soll. Um das entwickelte Modell mit der Praxis zu vergleichen, wird es in Kapitel 6 einen Einblick in das Online-Geschäft zweier Luxusmarken geben, um Abweichungen zu analysieren und erklären. Das Fazit im letzten Kapitel fasst die erarbeiteten Ergebnisse zusammen und gibt einen Ausblick auf zukünftige Forschungsarbeiten.


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Product Details
  • ISBN-13: 9783346656230
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 82
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346656233
  • Publisher Date: 02 May 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 168 gr


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