Multi-Channel Vertrieb. Vor- und Nachteile aus Hersteller- und Kundensicht
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Multi-Channel Vertrieb. Vor- und Nachteile aus Hersteller- und Kundensicht

Multi-Channel Vertrieb. Vor- und Nachteile aus Hersteller- und Kundensicht


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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Handel und Distribution, Note: 1,0, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: Der Multi Channel Vertrieb ist eine aus der heutigen Handelslandschaft nicht mehr wegzudenkende Vertriebsstrategie. Dabei ist die Verknüpfung unterschiedlicher Vertriebskanäle kein neues Phänomen und wurde in der Praxis schon lange vor der Erfindung des Internets, z.B. in Form von Katalogversand und stationärem Verkauf, erfolgreich praktiziert. Das Thema hat zunächst durch die Kommerzialisierung des Internets an neuer Relevanz gewonnen und ist durch die explosionsartige Verbreitung von Smartphones letztendlich zu einem der wichtigsten Themen der heutigen Vertriebsentwicklungsgeschichte geworden. In dieser Ausarbeitung soll dabei das Phänomen aus Hersteller- und Kundensicht beleuchtet werden, wobei insbesondere auf die Vor- und Nachteile dieses Vertriebssystemkonzepts eingegangen werden soll. Dabei werden zunächst die verständnisnotwendigen Grundlagen, beginnend mit der definitorischen Einordnung des Begriffs, sowie dessen begrifflicher Abgrenzung erläutert und im Zuge dessen auf den Unterschied zwischen der Integration und der Separation der Vertriebswege in einem MCR-System eingegangen werden. Neben den möglichen Erscheinungsformen einer solchen Vertriebswegaufstellung sollen dabei auch die beiden Entwicklungspfade zum Multi Channel Retailer dargestellt werden und eine Segmentierung des Multi Channel Kunden erfolgen. Die Erläuterung der Grundlagen endet dabei mit der Darstellung der Vertriebskanalwahldeterminanten. Im dritten Kapitel werden gemäß der dieser Arbeit gegebenen Zielsetzung die Vor- und Nachteile eines MCR-Systems dargestellt nachdem zuvor die heutzutage im Vertrieb zu beachtenden Rahmenbedingungen dargestellt werden. In Kapitel 4 wird der Begriff des Cross Channel Managements erläutert und dargestellt welche Vorteile sich durch die Integration der Vertriebskanäle für Konsument und Unternehmer ergeben. Hierbe


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Product Details
  • ISBN-13: 9783668430754
  • Publisher: Grin Publishing
  • ISBN-10: 3668430756
  • Publisher Date: 24 Apr 2017


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