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LOHAS im Dienstleistungsmarketing

LOHAS im Dienstleistungsmarketing


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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Bremerhaven, Sprache: Deutsch, Abstract: Die Frage nach Änderungen im Konsumverhalten wird in den letzten Jahren immer mehr durch Medien und Pressen gestellt. Sie wird in vielen, unterschiedlichen Studien versucht fassbar zu machen. Der Begriff "LOHAS" liegt in aller Munde. Doch was sind die LOHAS? Läutet diese Bewegung mit dem Namen "Lifestyle of health and sustainability" etwa einen Paradigmenwechsel in der Ökonomie ein und ist sie eine neue Form der politischen Partizipation? Wie verhält sich diese Bewegung im Dienstleistungsmarketing und definiert Sie dort wichtige Schnittstellen und Bestandteile neu? Auf diese Fragen wird in der kommenden Ausarbeitung eingegangen. Im Fokus der Arbeit stehen verschiedene Studien, die sich vor allem mit dem Tourismus und Finanzanlagemarkt beschäftigen und selten kamen die Verfasser zu solch reziproken Ergebnissen. Der Biotrend im Konsumgütermarketing hat Zuwachsraten, die trotz der derzeitigen Wirtschaftskrise kaum einbrechen. Der Finanzmarkt mit dem Thema "Grünanlagen" wächst auch stetig. Corporate Social Responsibility wird zum Wettbewerbsvorteil und wenn Hotels ein Biofrühstück anbieten und Solarzellen auf dem Dach zum Standardfeature werden, heben sich diese Hotels so von der Konkurrenz ab, dass sie zur "First Choice" beim Konsumenten werden. "Die Unternehmen sind internationaler geworden. Damit bestand kein direkter Zusammenhang mehr zwischen dem Wohlergehen der Konzerne und der Bürger." Und dieser Zusammenhang könnte jetzt bei einigen Unternehmen für Schwierigkeiten sorgen, denn der Konsument ist kritisch geworden, dass man ein "gläsernes Unternehmen" möchte verdreht das Meinungsverhältnis. Denn waren es nicht die Unternehmen die Milliarden in neue Entwicklungen investierten um den "gläsernen" Kunden zu erhalten? Die "LOHAS" verlangen von der Wirtschaft Transparenz und wenn diese nicht gegeben oder ihr Vertraue


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Product Details
  • ISBN-13: 9783656036722
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 141 gr
  • ISBN-10: 3656036721
  • Publisher Date: 29 Oct 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: LOHAS und CSR
  • Width: 148 mm


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