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Mass Customization in der Automobilwirtschaft

Mass Customization in der Automobilwirtschaft

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Allgemeines, Note: 1,7, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Geislingen, Sprache: Deutsch, Abstract: Einleitung Die nachfolgende Arbeit befasst sich mit dem Thema der Mass Customization - einer neuen und innovativen Wettbewerbsstrategie, die sich in den letzten Jahren aufgrund ständig wechselnder Marktbedingungen sehr dynamisch entwickelt hat. Die heutige Marktsituation in Deutschland bzw. in der gesamten europäischen Union zwingt die Unternehmen immer mehr dazu, noch innovativere Ideen zu entwickeln, um ständig steigende Umsatzziele zu erreichen. Auch das Nachfrageverhalten hat sich im Gegensatz zu Zeiten der Massenproduktion stark verändert. Die Verbraucher streben immer mehr nach Individualisierung innerhalb des gesamten Kaufprozesses. Der heutige Service in den Geschäften wird als selbstverständlich angesehen und die Kunden haben eine immense Auswahl an Produkten und Leistungen, aber die Entscheidung wird der Kunde immer an dem Produkt treffen, das ihm den meisten Nutzen verspricht. Durch die vielen Möglichkeiten der Informationsbeschaffung ist es den Verbrauchern möglich, schon im Voraus zu überlegen, welches Produkt zu welchem Preis erschwinglich ist und welchen Nutzen das Produkt hat. Denn nicht nur der Preis spielt dabei eine Rolle, sondern auch vielmehr der Service und die individuelle Beratung. Eine immer größer werdende Prozentzahl von Kunden gibt sich heute nicht mehr nur mit dem Produkt "von der Stange" zufrieden, sondern erwarten ihren persönlichen Wünschen entsprechende Produkte und Dienstleitungen. Mass Customization soll eine Antwort auf die zunehmende Heterogenisierung und Individualisierung der Nachfrage bieten. Inwieweit dies zutrifft, soll in der folgenden Arbeit geklärt werden. Ziel dieser Arbeit ist es, die Charakteristik der Mass Customization zu erörtern. Die Betrachtung der Vorteile sowie der Grenzen dieser Strategie einerseits und die Untersuchung von E


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Product Details
  • ISBN-13: 9783640764099
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 95 gr
  • ISBN-10: 3640764099
  • Publisher Date: 30 Nov 2010
  • Height: 210 mm
  • No of Pages: 64
  • Series Title: German
  • Sub Title: Chancen und Risiken
  • Width: 148 mm


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