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Identitätsbasierte Markenführung für E-Marketplaces. Chancen und Risiken
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ISBN10: 3346190633
ISBN13: 9783346190635
Publisher: Grin Verlag
Published: Jul 2 2020
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783346190635
Publisher: Grin Verlag
Published: Jul 2 2020
Pages: 34
Weight: 0.13
Height: 0.08 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Bremen (markstones - Institute of Marketing, Branding and Technology), Sprache: Deutsch, Abstract: Das Thema dieser Arbeit sind E-Marketplaces und die Chancen und Risiken identitätsbasierter Markenführung. Das Ziel der Arbeit ist die Aufarbeitung der theoretischen Grundlagen aus dem aktuellen Stand der wissenschaftlichen Literatur zu den Themenbereichen. Dieses schafft das Grundelement für die anschlie ende Untersuchung der Möglichkeiten von E-Marketplaces durch die Anwendung des Ansatzes der identitätsbasierten Markenführung. Aus diesem Grund werden zu Beginn der Ausarbeitung die Kernelemente der identitätsbasierten Markenführung herausgearbeitet. Anschlie end wird näher auf die Definition der E-Marketplaces, die Abgrenzung zu Onlineshops und die bestehenden unterschiedlichen Ausprägungen eingegangen. Aufbauend auf diesem Fundament werden die Chancen und Risiken der E-Marketplaces aus dem aktuellen Forschungsstand analysiert und gefiltert, um diese mit dem Konzept der identitätsbasierten Markenführung zu kombinieren. Weitergehend werden aus diesen Erkenntnissen neue Empfehlungen für erfolgreiche E-Marketplaces formuliert. Um die positiven Auswirkungen der Markenbildung bei einem der grö ten globalen E-Marketplace zu erklären, wird im Exkurs Amazon die Unternehmensgeschichte vorgestellt. Ziel der Ausarbeitung ist es durch die Untersuchung der E-Marketplaces, Chancen und Risiken für die identitätsbasierte Markenführung zu erarbeiten und darauf aufbauend Implikationen für die Praxis aufzuzeigen.
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