Document (#35193)

Author
Schub von Bossiazky, G.
Title
Perspektiven für die neuen Online-Vertriebswege
Source
Mythos Internet. Hrsg.: Stefan Münker, u. Alexander Roesler
Imprint
Frankfurt : Suhrkamp
Year
1997
Pages
S.249-271
Series
Edition Suhrkamp ; 2010
Abstract
In den kommenden Jahren werden die neuen Kommunikationstechnologien vor allem für den Verkauf von sehr großer Bedeutung sein. Mit diesen Techniken ist die Möglichkeit gegeben, mit dem potentiellen Käufer ein Verkaufsgespräch aufzubauen. Die Produkte können gezeigt werden, variiert werden, es kann ein Dialog entwickelt werden, der Kauf kann getätigt werden, die Bezahlung kann durchgeführt werden. Sogar der Service und die Reparatur können möglicherweise auf diesem Wege realisiert werden. Bis 2010 wird sich das elektronische Einkaufen in einem erheblichen Maße durchsetzen. Es wird sich durchsetzen - nicht weil es eigentlich von essentieller Bedeutung ist - sondern weil alle Vorausset- zungen hierfür aus anderen Gründen entstehen. Es wird nicht eine Infrastruktur für Online-Shopping aufgebaut. Es wird vielmehr eine Infrastruktur, die aus anderen Gründen aufgebaut wird - für die Durchführung von Online-Shopping genutzt. Der Benefit für Online-Einkauf ist nicht so überzeugend, daß sich die Unternehmen und die Haushalte dafür ein ansprüchliches Instrumentarium aufbauen würden. Wenn aber dieses Instrumentarium zur Verfügung steht, nimmt man die Möglichkeiten für mehr Komfort, für bessere Preise und Rationalisierung gerne in Anspruch. Dort, wo die Infrastruktur vorhanden ist, wird es auch relativ schnell Online-Kauf und Online-Verkauf geben. Dies gilt sowohl für die Unternehmen, als auch bei den Privathaushalten. Es entsteht ein neuer Vertriebsweg, der nicht die traditionellen Vertriebswege substituiert, aber doch einen Teil des Handelsumsatzes auf sich ziehen wird.
Theme
Internet

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