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Produktinszenierung in Online-Shops

Produktinszenierung in Online-Shops


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About the Book

Masterarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Die Masterthesis 'Produktinszenierungen in Online-Shops' zeigt die Möglichkeiten der Online-Shop-Betreiber auf, ihr Sortiment attraktiver zu präsentieren. Unter Produktinszenierung wird das 'in Szene setzen', d.h. die ausgefallene Präsentation von verkäuflichen Produkten verstanden. Diese Inszenierungen können sowohl mittels plakativer (statischer) Bilder, als auch mit Bewegtbildern (Videos), Animationen oder als Zusammenstellung mehrerer Produkte zu Produktclustern, umgesetzt werden. Auch visuelle Navigationen und visuelle Sortimentsdarstellungen werden als Produktinszenierung gesehen. Die am Markt befindliche Fülle der Inszenierungsformen wird in die fünf Kategorien unterteilt: 'Show Case', 'Visual Navigation', 'Product Cloud', 'Real Environment' und 'Product Video'. Mittels Sekundäranalysen, Marktanalysen, Konsumenteninterviews und Expertenbefragungen werden die Effekte und der dadurch entstehende wirtschaftliche Nutzen (Einfluss auf ökonomische und nichtökonomische Unternehmensziele) untersucht. Aus den Erkenntnissen der Arbeit wird das Fit-Effekt-Impact-Entscheidungstool entwickelt. Es unterstützt Entscheider bei der Wahl der Produktinszenierung, die im konkreten Anwendungsfall den größten Erfolg verspricht. Schließlich wird anhand eines Best Practices verschiedene Umsetzungsmöglichkeiten der einzelnen Inszenierungsformen beschrieben und die Anwendung des FEI-Entscheidungstools visualisiert.


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Product Details
  • ISBN-13: 9783640752201
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 14 mm
  • Weight: 381 gr
  • ISBN-10: 3640752201
  • Publisher Date: 02 Dec 2010
  • Height: 210 mm
  • No of Pages: 248
  • Series Title: German
  • Sub Title: Entwicklung des Fit-Effect-Impact-Entscheidungstools zum Einsatz von Produktinszenierungen in Online-Shops auf Grundlage von explorativen Wirkungsfo
  • Width: 148 mm


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