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Wettbewerbsvorteile im Dienstleistungsgeschäft durch Customer Value Management

Wettbewerbsvorteile im Dienstleistungsgeschäft durch Customer Value Management

          
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About the Book

Inhaltsangabe: Problemstellung: Die Zielsetzung, Wettbewerbsvorteile für das eigene Unternehmen zu generieren, ist begründet durch den Wunsch, dem wachsenden Wettbewerbsdruck im Markt zu entgehen. Wettbewerbsdruck entsteht, wenn die Kunden die Angebote auf dem Markt als gleichwertig wahrnehmen und die Kunden somit den Leistungsangeboten gegenüber indifferent sind. Durch die Indifferenz der Angebote steigt der Preisdruck auf die Anbieter, was zur Folge hat, daß die Margen minimiert werden. Zudem fehlt bei gleichwertigen Angeboten die Basis für eine Wachstumsstrategie, die aber notwendig ist, um den Anforderungen der Marktdynamik entgegenzutreten. Um das Leistungsangebot zu differenzieren, die Margen zu erhöhen und ein Wachstum zu ermöglichen, muß ein Anbieter den Kunden eine Leistung anbieten, in denen die Kunden für sich einen Mehrwert gegenüber anderen Angeboten erkennen. Dieser Mehrwert wird im folgenden als Kundenvorteil bezeichnet. Soll dieser Kundenvorteil dem anbietenden Unternehmen nachhaltig zur Verfügung stehen, muß dieser Kundenvorteil beeinflußbar, kontrollierbar und insbesondere wiederholbar sein. Hierfür muß ein Prozeß im Unternehmen etabliert werden, der die Gestaltung und Erbringung von Kundenvorteilen ermöglicht. Die Etablierung, Anwendung und Veränderung dieses Prozesses wird in dieser Arbeit als Customer Value Management verstanden. Ziel dieser Arbeit ist es, Elemente des Kundenvorteils zu identifizieren und ein Prozeß zu entwickeln, der das Management von Kundenvorteilen ermöglicht und damit Wettbewerbsvorteile erzeugt. Zudem sollen Problem- und Gestaltungsfelder von Dienstleistungen spezifiziert werden, die eine Ausrichtung und Anpassung des Customer Value Managements ermöglichen. Als Praxisbeispiel dient hierbei das Dienstleistungsgeschäft von Hewlett-Packard (HP). Elementare Fragestellungen sind hierbei: - ist das Dienstleistungsgeschäft von HP aus Customer Value Management - Gesichtspunkten effektiv von anderen Geschäftsbereichen getre


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Product Details
  • ISBN-13: 9783838684819
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838684818
  • Publisher Date: 10 Dec 2004
  • Height: 210 mm
  • No of Pages: 74
  • Series Title: German
  • Weight: 109 gr


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