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Erfolgsfaktoren im Luxusgütermarketing

Erfolgsfaktoren im Luxusgütermarketing


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About the Book

Inhaltsangabe: Einleitung: Die Arbeit "Erfolgsfaktoren im Luxusgütermarketing" liefert eine Einführung in die Thematik der Luxusgüter und versucht, die Erfolgsfaktoren zu identifizieren, die im Rahmen der Strategieentwicklung und ihrer Anwendung im Marketing-Mix für Luxusgüterproduzenten gelten. Im Geschäft mit Luxusgütern gilt jedoch, daß jedes Unternehmen seine eigene Kultur hat. Daraus folgt, daß es sich bei Erfolgsfaktoren nicht um allgemeingültige Gesetzmäßigkeiten handelt, sondern es werden Empfehlungen abgeleitet, die für alle Luxusgüterhersteller gelten können. Die vorliegende Arbeit konzentriert sich aufgrund der schweren Faßbarkeit von immateriellem Luxus auf die Rolle (materieller) Luxusgüter. Es wird deren Relevanz in der heutigen Zeit und in der Zukunft beleuchtet und aufgezeigt, wie demnach die Hersteller von Luxusgütern diese vermarkten und positionieren sollten. Aus einem marketingpolitischen Blickwinkel ist das Thema vor allem im Hinblick auf das Paradoxon zwischen Marketing und Luxus interessant, das Bernard Dubois so beschreibt: Ein Luxusgut ist, laut Definition, ein rares Gut, während das Ziel von Marketing-Aktivitäten darin besteht, den Absatz zu steigern. Durch eine zunehmende Expansion des Luxusgütermarktes auch auf konjunkturabhängige Kunden, die bei sinkender Nachfrage mit Kaufzurückhaltung reagieren, unterliegt auch der Handel mit Luxusgütern konjunkturellen Schwankungen. Gleichzeitig verkauft sich Luxus nicht mehr von selbst. Diese Entwicklung stellt das Marketing vor die interessante Aufgabe, das Phänomen Luxus zu ergründen und die Faktoren zu ermitteln, die beim Verkauf von Luxusgütern Erfolg versprechen. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 2.Abgrenzung und Definitionen3 2.1Definition des Begriffs Luxus3 2.2Definition von Luxus aus Verbrauchersicht9 3.Der Markt für Luxusgüter11 3.1Die Struktur des Marktes für Luxusgüter11 3.2Veränderungen des Marktes für Luxusgüter auf der Angebotsseite:16 3.2.1Der Wandel


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Product Details
  • ISBN-13: 9783838607436
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838607430
  • Publisher Date: 17 Mar 1998
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 181 gr


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