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Erlebnisorientierung im Online-Handel

Erlebnisorientierung im Online-Handel


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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,7, Georg-August-Universität Göttingen, Sprache: Deutsch, Abstract: Der Wunsch nach Erlebnissen entsteht, wenn die Grundbedürfnisse eines Menschen befriedigt sind. In einer Wohlstandsgesellschaft in der die Faktoren der körperlichen Grundbedürfnisse, sozialen Verbindungen und der Sicherheit erfüllt sind, richtet der Konsument seine Aufmerksamkeit auf das Finden von Erlebnissen durch emotionale Stimulierung. Abgesehen vom Erlebniskauf wird auch außerhalb einer Konsumumgebung nach besonderen Erfahrungen gesucht. Bezogen auf die Ausführungen von Scitovsky (1989)wird jedoch der Konsum für anregende Emotionen und befriedigende Stimulierung präferiert, um das alltägliche, oft eintönige Leben durch besondere Erlebnisse zu ergänzen. Der primäre Anspruch an die erlebnisorientierte Ladengestaltung knüpft an bestehende Wertetrends der Kunden, um eine sinnliche Genusswelt zu schaffen. Aktuell spielen Werte, wie Gesundheit, Genuss, Luxus, Natürlichkeit, Nostalgie, Sportlichkeit und verschiedene Lifestyles eine zentrale Rolle. In den letzten Jahren haben sich einige Angebotsformen herausgebildet. Neben verschiedenen Preisformaten oder Community-basierten Typen hat sich auch der erlebnisorientierte Shop herauskristallisiert. Der Fokus liegt hier auf der Schaffung eines kundenorientierten Kauferlebnisses. Dabei kommt der emotionalen Ansprache und dem damit verbundenen Unterhaltungsgrad eine besondere Bedeutung zu. Die Erlebnisorientierung ermöglicht eine dauerhafte Positionierung im Markt, die neben einer ansprechenden Gestaltung des Ladendesigns als auch von einer treffenden Produktpräsentation abhängt. Langfristig wird auf Wertetrends des Verbrauchers eingegangen, um gezielt angenehme Eindrücke hervorzurufen. Der Unterschied des stationären Handels im Vergleich zum Internethandel liegt zum einen in der physischen Verfügbarkeit


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Product Details
  • ISBN-13: 9783656613664
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 118 gr
  • ISBN-10: 3656613664
  • Publisher Date: 18 Mar 2014
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Sub Title: Gestaltungselemente und Wirkungen
  • Width: 148 mm


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