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Internet als Instrument der Unternehmenskommunikation unter besonderer Berücksichtigung der Investor Relations

Internet als Instrument der Unternehmenskommunikation unter besonderer Berücksichtigung der Investor Relations

          
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About the Book

Inhaltsangabe: Einleitung: Der Einsatz des Internet hat eine so weite Verbreitung gefunden, daß es als etabliertes Instrument der Unternehmenskommunikation angesehen werden kann. Während zunächst Fragestellungen dominierten, warum und wozu das Internet eingesetzt werden sollte, richtet sich in letzter Zeit der Blick auch auf die Gestaltung der Internet-Kommunikation. Die vorliegende Arbeit beschäftigt sich mit dem Problem der zielgruppenorientierten Gestaltung der Internet-Kommunikation. Dabei kann zwischen inhaltlicher und formaler Dimension unterschieden werden. Die inhaltliche Zielgruppenorientierung wird durch das Einbeziehen verschiedenster Zielgruppen mit unterschiedlichen inhaltlichen Anforderungen an die Untenehmenskommunikation notwendig. Für eine höhere formale Zielgruppenorientierung gegenüber traditionellen Medien hat das Internet aufgrund seiner Merkmale große Potentiale, die allerdings noch weitgehend ungenutzt bleiben. Gang der Untersuchung: Damit die Arbeit sich immer wieder an den betriebswirtschaftlichen Vorteilen für den Einsatz des Internet in der Unternehmenskommunikation orientieren kann, sollen diese in kurzer Form durch Kapitel 2 hergeleitet werden. Kapitel 3 untersucht die inhaltliche Zielgruppenorientierung bei den globalen Anspruchsgruppen (Nachfrager, Mitarbeiter usw.) eines Unternehmens, wofür zunächst die konzeptionelle Grundlage vorgestellt wird, die dann auf die Internet-Kommunikation bei den einzelnen Zielgruppen übertragen wird. Da sich dabei als besonders bedeutsame Zielgruppe die Eigenkapitalgeber von Aktiengesellschaften herausstellen, sollen im Kapitel 4 die Investor Relations (IR) besondere Berücksichtigung finden. Dafür wird im ersten Teil des Kapitels ein aus verschiedenen Sichtweisen resultierendes Zielsystem beschrieben, woraus sich Einsatzmöglichkeiten für die IR im Internet ergeben. Während im ersten Teil die inhaltliche Zielgruppenorientierung bezogen auf Aktionäre verfolgt wird, wird im zweiten Teil die inhaltlic


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Product Details
  • ISBN-13: 9783838649511
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 131 gr
  • ISBN-10: 3838649516
  • Publisher Date: 22 Jan 2002
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Sub Title: Eine theoretische und empirische Analyse
  • Width: 148 mm


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