Neukundenakquisition im Online-Handel - Entwicklung einer kostenanalytischen Methodik
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Neukundenakquisition im Online-Handel - Entwicklung einer kostenanalytischen Methodik

Neukundenakquisition im Online-Handel - Entwicklung einer kostenanalytischen Methodik


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About the Book

Inhaltsangabe: Einleitung: Ziel der vorliegenden Forschungsarbeit war es, aufgrund von kostenanalytischen Überlegungen eine Methodik der Neukundenakquisition im Internet zu entwickeln. Dabei beschränkte sich die Untersuchung auf den Online-Bereich. Instrumente außerhalb des Internets wurden nicht betrachtet. In einem ersten Schritt wurde aufgezeigt, welche Möglichkeiten der Kundengewinnung das Internet allgemein bietet. Dabei wurden sowohl Instrumente auf der eigenen Homepage als auch die zur Bekanntmachung der Internet-Präsenz näher vorgestellt. Nach einer kostenanalytischen Untersuchung der wichtigsten Online-Werbeformen wurde eine Methodik entwickelt, aus der je nach Ausgangssituation des Unternehmens unterschiedliche Vorgehensweisen resultierten. Es wurden zwei Zielrichtungen unterschieden: ein neues Startup, das einen ersten Kundenstamm aufbauen oder ein bereits etabliertes Unternehmen, das seinen vorhandenen Kundenstamm erweitern möchte. Im ersten Fall ergab sich eine eher breite und im zweiten eine zielgruppenspezifische Vorgehensweise. Innerhalb der entwickelten Methodik fanden die Ergebnisse der vorangegangenen Kostenanalyse Berücksichtigung. Daraus resultierten Instrumente, die sich eher für Startups und welche, die sich besser für bereits etablierte Unternehmen eignen. Es bleibt darauf hinzuweisen, dass sich die Ergebnisse und Empfehlungen aus einer rein kostenanalytischen Sichtweise ergeben. Qualitative Zielkriterien wie die Änderung von Präferenzen oder Imageeffekte waren nicht Gegenstand der zu untersuchenden Fragestellung. Inhaltsverzeichnis: Inhaltsverzeichnis: AnhangsverzeichnisIV AbbildungsverzeichnisV TabellenverzeichnisVI 1.Einleitung1 2.Grundlagen3 2.1Definition von Online-Handel3 2.2Der Kaufprozess im Internet4 2.3Neukundenakquisition im Internet5 2.4Wer ist der (potentielle) Online-Kunde?7 2.5Charakteristika der Online-Kommunikation9 3.Instrumente auf der eigenen Homepage11 3.1Bedienerfreundliche Websitegestaltung12 3.2Das In


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Product Details
  • ISBN-13: 9783838642208
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838642201
  • Publisher Date: 12 Jun 2001
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 195 gr


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