Erfolgspotential des Mobile Tagging im M-Commerce im Kontext des Relationship Marketing
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Erfolgspotential des Mobile Tagging im M-Commerce im Kontext des Relationship Marketing

Erfolgspotential des Mobile Tagging im M-Commerce im Kontext des Relationship Marketing


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About the Book

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,8, Martin-Luther-Universität Halle-Wittenberg, Sprache: Deutsch, Abstract: In den vergangenen Jahren wurden die internen und externen Informations- und Kommunikationsprozesse von Unternehmen zunehmend durch elektronische Informationstechnologien unterstützt und haben erheblich an Bedeutung gewonnen. Electronic Business und das sich in der Emergenzphase befindliche Mobile Business stellen gegenwärtig und in naher Zukunft die tragenden Säulen der Converged Economy dar. Computergestützte mobile Anwendungen ermöglichen den ortsungebundenen Zugang zu Informationen und eröffnen damit Chancen einer interaktiven Verknüpfung von realer und virtueller Welt. Konvergenz der Medien lautet das Schlagwort. Eine Möglichkeit bietet das Mobile Tagging oder Mobile Code Reading. Sogenannte "Tags" sind seit der Web 2.0-(R)Evolution des Internets nicht mehr wegzudenken. Das (Mobile) Tagging ist eine Anwendung mit Fokus auf Information im Rahmen der Kommunikations- und Front-End-Politik des Mobile Commerce. Durch Scannen der Tags mit einem mobilen Endgerät fungiert dieser als Hyperlink zwischen realer und virtueller Welt, wodurch es sich hervorragend für das Mobile Marketing in der Nahbereichskommunikation eignet. Hierdurch lassen sich, nicht nur am Point of Interest (POI) bzw. Point of Sale (POS), interaktive und auch personalisierte Mehrwerte bereitstellen, sondern auch die unternehmensspezifische Transparenz wird erhöht, um schließlich beim Endkunden ein größeres Qualitäts- und Nutzenempfinden zu erreichen. Diese Mehrwerte sind essentiell um neue Kunden zu gewinnen, aber vor allem um eine Bindung mit bestehenden Kunden zu erreichen, da Wettbewerbs- und Kostendruck und die Erkenntnis, dass jahrzehntelange erfolgreiche Strategien den Anforderungen des Wettbewerbs nicht mehr entsprechen dazu geführt haben, dass der Kunde wieder in den Vordergrund der Betrachtung gerückt wird. Durch diese


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Product Details
  • ISBN-13: 9783640352388
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640352386
  • Publisher Date: 22 Jun 2009
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Weight: 163 gr


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Erfolgspotential des Mobile Tagging im M-Commerce im Kontext des Relationship Marketing
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Erfolgspotential des Mobile Tagging im M-Commerce im Kontext des Relationship Marketing
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