Teleshopping in Deutschland. Vor- und Nachteile eines neuen Formats
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Teleshopping in Deutschland. Vor- und Nachteile eines neuen Formats

Teleshopping in Deutschland. Vor- und Nachteile eines neuen Formats


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About the Book

Diplomarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Film und Fernsehen, Note: 1,3, Hochschule für angewandte Wissenschaften Würzburg-Schweinfurt, Veranstaltung: Diplomarbeit, Sprache: Deutsch, Abstract: Von Zuhause aus bestellen und die Produkte direkt nach Hause geliefert bekommen - bequemer kann das Einkaufen kaum sein. Bereits in der Weimarer Republik kam mit dem Versandhandel diese besondere Form des Einzelhandels in Deutschland auf. 1925 wurde der Baur Versand gegründet, zuerst als reiner Schuhversender. Über 80 Jahre später, im Jahr 2007, erwirtschaftet dieser Wirtschaftszweig einen Gesamtumsatz von rund 28 Milliarden Euro und trägt damit rund sieben Prozent zum gesamten Einzelhandelsumsatz in Deutschland bei. Neben dem klassischen Katalogversand etabliert sich seit nun knapp 20 Jahren eine neue Art des Distanzhandels - das Teleshopping. Ziel dieser Arbeit soll es sein, einen umfangreichen Überblick über die deutsche Teleshopping-Landschaft zu verschaffen und einen Einblick in die internen Abläufe der Sender zu bieten. Zu Beginn der Arbeit werden die verschiedenen Formen des Teleshoppings vorgestellt und das Verhältnis der Sender zum Vertriebsweg Internet aufgezeigt. In den Kapiteln 2-4 wird eine Situationsanalyse vorgenommen. Hierbei wird nicht nur die geschichtliche Entwicklung in Deutschland beleuchtet, sondern auch die Marktstruktur und die rechtlichen Rahmenbedingungen werden dargestellt. Kapitel 5 befasst sich mit den einzelnen wirtschaftlichen Stufen eines Teleshopping-Senders, angefangen beim Einkauf bis hin zum Kundenmanagement. Anschließend wird in Kapitel 6 eine umfangreiche Programmanalyse auf Wochen-, Tages- und Stundenbasis vorgenommen. In Kapitel 7 werden die Vor- und Nachteile des Teleshoppings vorgestellt, bevor abschließend eine Zusammenfassung und ein Ausblick auf mögliche Trends der nächsten Jahre stattfinden.


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Product Details
  • ISBN-13: 9783640211845
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3640211847
  • Publisher Date: 18 Nov 2008
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Weight: 213 gr


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