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Alternative Suchsysteme und Touchpoints für highinvolvierte, suchende Konsumenten: Am Beispiel Second-Hand-Shop für Markenkleidung

Alternative Suchsysteme und Touchpoints für highinvolvierte, suchende Konsumenten: Am Beispiel Second-Hand-Shop für Markenkleidung

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Wollte eine Person vor 20 Jahren wissen, wo sie beispielsweise das nächste Kleidungsgeschäft findet, so fragte sie Freunde und Bekannte oder warf einen Blick in das Telefonbuch. Im Rahmen der Digitalisierung hat sich die Möglichkeit, an Informationen zu gelangen, komplett verändert. Den Menschen ist es nun möglich, über verschiedene Wege an Unmengen von Informationen zu kommen. Suchmaschinen, Websites, Apps oder Soziale Netzwerke sind nur ein Bruchteil davon. Daraus kann man Schlussfolgern, dass, wenn es früher ausreichte, als Unternehmen einen Eintrag im Telefonbuch zu haben, das in der heutigen Zeit nicht mehr genug ist. Das bedeutet, Unternehmen müssen überall da zu finden sein, wo die Leute suchen. Und das ist nicht nur Google. Ziel dieser Studienarbeit ist es deshalb, alternative Suchsysteme für Second Hand Shops für Markenkleidung (in Deutschland) zu identifizieren und anschließend zu analysieren. Die Forschungsfrage lautet daher: "Welche alternativen Suchsysteme gibt es für einen Second Hand Shop für Markenkleidung?". Um diese Frage zu beantworten, muss zuerst eine theoretische Basis geschaffen werden. Hier wird speziell auf den Konsumenten eingegangen; auf seine Wahrnehmung, Involvement sowie auf seine Bedürfnisse und Motive. Außerdem werden Begrifflichkeiten wie Personas und Touchpoints beschrieben. Auf Grundlage dieser theoretischen Erkenntnisse werden dann Zielsegmente für Second Hand Shops für Markenkleidung abgebildet. Diese Zielsegmente werden in sogenannten Personas verfeinert. Mit Hilfe dieser Personas ist es dann möglich herauszufinden, welche Touchpoints es gibt und welche Suchsysteme verwendet werden. Bei der Analyse der Suchsysteme geht es primär darum herauszufinden, was der Second Hand Shop machen muss, um bei den Suchergebnissen weit oben angezeigt zu werden.


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Product Details
  • ISBN-13: 9783668583818
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Weight: 63 gr
  • ISBN-10: 3668583811
  • Publisher Date: 29 Dec 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Am Beispiel Second-Hand-Shop für Markenkleidung
  • Width: 148 mm


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Alternative Suchsysteme und Touchpoints für highinvolvierte, suchende Konsumenten: Am Beispiel Second-Hand-Shop für Markenkleidung
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Alternative Suchsysteme und Touchpoints für highinvolvierte, suchende Konsumenten: Am Beispiel Second-Hand-Shop für Markenkleidung
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