Markenpolitik im schienengebundenen Personenverkehr
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Markenpolitik im schienengebundenen Personenverkehr

Markenpolitik im schienengebundenen Personenverkehr


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About the Book

Masterarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: Das Unternehmen Thalys ist eine Dienstleistungsmarke im schienengebundenen Personenverkehr. Das Unternehmen ist ein Joint Venture der Deutschen Bahn (DB), der belgischen Staatsbahn SNCB-NMBS sowie der französischen Staatsbahn SNCF. Die Deutsche Bahn (DB) und die französische Staatsbahn (SNCF) bieten unter den Marken "ICE" (DB) und "TGV" (SNCF) jedoch Dienstleistungen, die sich mit denen der Marke Thalys teilweise überschneiden. Thalys, ICE und TGV stehen daher in einer Konkurrenzsituation. Dies ist aus der Perspektive des Unternehmens Thalys suboptimal, eine Bündelung der Dienstleistungen aller drei Marken auf die eine Marke Thalys erscheint sinnvoll, jedoch nur dann, wenn die Marke Thalys als eigenständige Marke mit starker Überlegenheit bei der Erfüllung der Kundenbedürfnisse (="Superiorität") wahrgenommen wird. Davon ausgehend müsste also die Marke Thalys die Kundenbedürfnisse genauso gut oder besser erfüllen können als jede Marke für sich bzw. alle zusammen. [...] Um die Frage nach der Superiorität der Marke Thalys prüfen zu können, wurde die subjektive Wahrnehmung der Marke Thalys in dieser Arbeit in den Mittelpunkt gestellt und durch eine qualitative Befragung von Thalys-Kunden ermittelt. [...] Die Analyse der Interviews ergab, dass die Marke Thalys in der Wahrnehmung der Kunden deren Bedürfnisse erfüllt, jedoch nicht übererfüllt. Die Kunden nehmen außerdem im Hinblick auf Thalys eine Trennschärfe zur intramodalen Konkurrenz, also zum ICE (DB) und zum TGV (SNCF), wahr. Innerhalb der Stichprobe, welche Probanden aus B, D, F und den NL umfasst, lassen sich keine eklatanten kulturellen Unterschiede bei der Wahrnehmung der Marke Thalys feststellen. Dies lässt auf eine gute Standardisierung der Leistungserstellung durch die Marke Thalys schließen. Die Marke Thalys wird seitens der interkulturellen Klientel of
About the Author: Am 17.10.1983 in Grevesmühlen geboren. Im Jahr 2003 Abitur geschafft. Bachelor, Erasmus und den Master erfolgreich absolviert. Und seit 2010 Promotionsstudent an der Universität Rostock. Wohnhaft seit 2010 wieder in Rostock


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Product Details
  • ISBN-13: 9783640708864
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 29 mm
  • Weight: 716 gr
  • ISBN-10: 3640708865
  • Publisher Date: 23 Sep 2010
  • Height: 210 mm
  • No of Pages: 512
  • Series Title: German
  • Sub Title: Eine qualitative Untersuchung aus der Perspektive des Unternehmens Thalys International SCRL
  • Width: 148 mm


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