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Möglichkeiten und Grenzen einer differenzierten Marktbearbeitung im E-Commerce

Möglichkeiten und Grenzen einer differenzierten Marktbearbeitung im E-Commerce


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About the Book

Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule Ludwigshafen am Rhein, Veranstaltung: E-Commerce, Sprache: Deutsch, Abstract: Inhaltsverzeichnis Abbildungsverzeichnis I Abkürzungsverzeichnis II 1. Einleitung 1 2. Marktsegmentierung und Marktbearbeitung im Web 2.0 2 3. Möglichkeiten und Grenzen der differenzierten Marktbearbeitung 4 3.1 Identifikation der Zielgruppen und Internet-User 4 3.2 Wo und wie findet ein Unternehmen seine Zielgruppe im Internet? 7 3.2.1 Soziale Netzwerke 9 3.2.2 Corporate-Blogs 11 3.2.3 Virtuelle Communities 14 4. Affiliate-Marketing als besondere Marktbearbeitungsformen im Web 2.0 17 5. Fazit 20 Literaturverzeichnis 21 Anhang III 1. Einleitung Das Internet erlaubt zunehmend einen teilweise völlig individualisierten Kundenkontakt. Dennoch ist es in den meisten Märkten zweckmäßig, verschiedene Kundengruppen zu bilden und zu bedienen. Der Kern dieser Arbeit soll darin bestehen, aufzuzeigen, welche Möglichkeiten und Grenzen es im Web 2.0 für Unternehmen gibt, differenzierte Marktbearbeitung betreiben zu können. Es wird sich im Laufe der Arbeit zeigen, dass einige Themen mehr oder weniger direkt miteinander in Beziehung stehen. Um das Themengebiet der differenzierten Marktbe¬arbeitung im E-Commerce näher beschreiben zu können, werde ich zunächst insbesondere die Marktbearbeitungsstrategie und Marktsegmentierung im Web 2.0 ausleuchten. Hierzu soll auch die Identifikation der Zielgruppen und Internet-User be¬trachtet werden. Hauptthemengebiete werden Foren, Blogs, Communities und soziale Online-Netzwerke (wie StudiVZ, Xing & Co.) sein, die verdeutlichen sollen, welche Möglichkeiten einem Unternehmen zur Verfügung stehen, um die anvisierten Segmente und Zielgruppen aufzuspüren und zu bearbeiten. In diesem Zusammenhang ist zu klären, wie und wozu Individuen Netzwerke, Communities und Blogs nutzen und ob sich aufgrund dieses Verhaltens oder der Intention


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Product Details
  • ISBN-13: 9783640337378
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640337379
  • Publisher Date: 06 Jun 2009
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Weight: 168 gr


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Möglichkeiten und Grenzen einer differenzierten Marktbearbeitung im E-Commerce
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