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2. Geschäftsmodell des Online-Handels

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Author
Gerrit Heinemann
Published in
Der neue Online-Handel
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Online-Handel ist zur dominierenden Form des Distanzhandels geworden und hat im interaktiven Handel schon lange den Katalogversand abgelöst. Er stellt einen Teil des E-Commerce dar und profitiert von den Netzwerkeffekten der Plattformökonomie. Diese ergeben sich auch aus der Kundenzentriertheit, die deswegen Basis für das Geschäftsmodell eines jeden Online-Händlers sein sollte. Losgelöst von der funktional orientierten Marketinglehre rücken Leidenschaft und Glaubwürdigkeit der gesamten Unternehmensführung und ein bedingungslos am Kundenwunsch ausgerichtetes Unternehmen in das Zentrum der geschäftlichen Aktivitäten. Diese Art der „neuen Kundenorientierung“ durchdringt das komplette Geschäftssystem des Unternehmens und gibt Mitarbeitern zugleich einen Orientierungsrahmen für ihre täglichen Entscheidungen vor.

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previous chapter Meta-Targeting und Geschäftsideen im Online-Handel
next chapter Formen des Online-Handels
Title
Geschäftsmodell des Online-Handels
Author
Gerrit Heinemann
Copyright Year
2025
Book
Der neue Online-Handel

Print ISBN: 978-3-658-49082-9

Electronic ISBN: 978-3-658-49083-6

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-658-49083-6_2
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