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Erhöhung der Marktchancen von kleinen und mittelständischen Unternehmen durch aktive Nutzung des Internets

Erhöhung der Marktchancen von kleinen und mittelständischen Unternehmen durch aktive Nutzung des Internets

          
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About the Book

Inhaltsangabe: Einleitung: "Profit mit dem Internet", "Gewinnchancen auf der Datenautobahn", so oder ähnlich lauten die vielversprechenden Titel der aktuellen Publikationen zum Thema Internet und Marketing. Das multimediale Zeitalter ist längst angebrochen. Es wird in kürzester Zeit selbstverständlich sein, daß wir erst einmal den Computer anschalten, bevor wir uns ein paar Schuhe kaufen - so scheint es jedenfalls. Ganz gleich, ob wir uns tatsächlich daran gewöhnen werden: immer mehr namhafte Unternehmen werben sowohl präsent im Internet als auch mit ihrer Präsenz im Internet. Die Bankgeschäfte vom heimischen PC zu erledigen, wird immer vertrauter. Immer mehr Dienstleistungen wie Fahrplanauskünfte, Wechselkurse oder Wetterberichte landen per Tastendruck auf dem eigenen Schreibtisch. Zahlreiche Zeitungen und Zeitschriften sind Online vertreten, der Otto Versand hat mit 44 000 Artikeln fast seinen gesamten Katalog in das Internet eingespeist und - nach eigenen Angaben - im Geschäftsjahr 95/96 etwa 420 Millionen Mark Umsatz mit dem Internet, T-Online und der CD-ROM erwirtschaftet. Die "Großen" sind also bereits dabei, bei dem Wettrennen auf der Datenautobahn. Noch weiß niemand so genau, wo es eigentlich hingeht, aber jeder hat Angst, den Anschluß zu verpassen. Was aber ist mit den "Kleinen"? Können kleine und mittlere Unternehmen (KMU) vom Internet profitieren? Haben sie tatsächlich in diesem Medium die Chance, sich mit den Branchengrößen zu messen? Wenn dem so ist, wie kann ein kleiner Betrieb seinen Internetauftritt planen bzw. für welche Betriebe scheint es überhaupt erfolgversprechend zu sein? Auf diese Fragen einige Antworten geben zu können, aber auch die kritischen Aspekte hervorzuheben, ist das Ziel dieser Arbeit. Gang der Untersuchung: Einleitend werden einige grundlegende Fragen zur Entstehung und zur technischen Funktion des Internet erläutert sowie ein Überblick über aktuelle und prognostizierte Nutzerzahlen gegeben. In einem zweiten Teil wird das klas


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Product Details
  • ISBN-13: 9783838612829
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 163 gr
  • ISBN-10: 3838612825
  • Publisher Date: 16 Feb 1999
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Analyse der Voraussetzungen und strategische Überlegungen zur Realisierung eines Internetauftritts
  • Width: 148 mm


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