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Social Media als Instrument der erlebnisorientierten Markenführung im Premiumsegment: Am Beispiel der Leica Camera AG
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ISBN10: 3656507864
ISBN13: 9783656507864
Publisher: Grin Verlag
Published: Oct 6 2013
Pages: 64
Weight: 0.21
Height: 0.15 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656507864
Publisher: Grin Verlag
Published: Oct 6 2013
Pages: 64
Weight: 0.21
Height: 0.15 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Technik und Wirtschaft Berlin, Sprache: Deutsch, Abstract: Das Zeitalter sozialer Medien hat die Marktmacht der Konsumenten ma geblich gestärkt. Jeder Nutzer ist im sozialen Internet dazu befähigt, Marken auf Augenhöhe zu begegnen, mit ihnen zu interagieren und sie öffentlich zu bewerten. Konsumenten nehmen somit einen nie zuvor dagewesenen Einfluss auf die Markenbildung. Der dialogorientierte und transparente Charakter sozialer Medien widerspricht jedoch der traditionell einseitigen und stark selektiven Kommunikation von Luxusmarken. Am Beispiel der Leica Camera AG widmet sich diese Arbeit der Frage, ob es Unternehmen der Luxussegmente dennoch gelingen kann, sich adäquat im Social Web zu positionieren. Eine interdisziplinäre Literatur- und Internetrecherche bildet zunächst ein theoretisches Fundament. Die hier gewonnenen Erkenntnisse werden daraufhin im explorativen Teil der Arbeit angewandt. Hier gilt es, die Social-Media-Strategie des Unternehmens und den digitalen Markenauftritt der Leica Camera AG näher zu beleuchten. Dabei bedient sich die vorliegende Arbeit Formen der Feldforschung (ein Interview mit einem leitenden Angestellten am Firmensitz in Solms), evaluiert ein strategisches Papier der Firma und analysiert eine Unternehmenspräsentation. Diese Arbeit zeigt auf, dass es entgegen der traditionellen Kommunikation von Luxusunternehmen durch emotionales Storytelling, dem interaktiven Dialog mit Anspruchsgruppen und der Förderung von Markengemeinschaften möglich ist, eine Luxusmarke erlebnisreich und adäquat im Social Web zu positionieren.
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