{"id":15313,"date":"2020-09-14T16:01:45","date_gmt":"2020-09-14T14:01:45","guid":{"rendered":"https:\/\/www.munich-business-school.de\/insights\/?p=15313"},"modified":"2020-09-15T09:57:03","modified_gmt":"2020-09-15T07:57:03","slug":"neues-paper-zum-einfluss-der-digitalisierung-auf-den-vertrieb-in-der-automobilbranche","status":"publish","type":"post","link":"https:\/\/www.munich-business-school.de\/insights\/2020\/neues-paper-zum-einfluss-der-digitalisierung-auf-den-vertrieb-in-der-automobilbranche\/","title":{"rendered":"Neues Paper zum Einfluss der Digitalisierung auf den Vertrieb in der Automobilbranche"},"content":{"rendered":"\n

MBS Professor Dr. Hans H. Jung<\/a>, MBS Bachelor-Alumna Luisa Marie Birk und Dr. Detlef Pietsch, General Manager bei der BMW Group<\/a>, haben ein neues Working Paper zum Thema Digitalisierung im Kontext der Automobilbranche verfasst. Anhand der Customer Journey, die den Verkaufsprozess strukturiert und einen guten \u00dcberblick \u00fcber alle Marketing- und Verkaufsprozesse gibt, evaluieren die drei Wissenschaftler*innen den Einfluss der Digitalisierung auf den Automobilverkauf. Dazu wurden elf Experteninterviews gef\u00fchrt, ausgewertet und mit der aktuellen Literatur abgeglichen, um schlussendlich Handlungsempfehlungen zu formulieren.<\/p>\n\n\n\n

Die drei Autor*innen kommen zu dem Schluss, dass der Megatrend der Digitalisierung einen enormen Einfluss auf die Automobilbranche im Allgemeinen und insbesondere auf die ersten drei Phasen der Customer Journey aus\u00fcbt. So findet die Awareness-Phase bei den Kundinnen und Kunden aufgrund der zahlreichen Social Media-Aktivit\u00e4ten schon fr\u00fcher statt als bisher und auch in der Betrachtungsphase werden einige physische Touchpoints durch digitale ersetzt. Ein Beispiel hierf\u00fcr ist die Online-Recherche, die den Besuch beim Autoh\u00e4ndler h\u00e4ufig abl\u00f6st. Schlussendlich wird auch die Kaufphase von der Digitalisierung beeinflusst und der Online-Handel bietet laut Jung, Birk und Pietsch ein gro\u00dfes Potenzial f\u00fcr die Zukunft, wenngleich er bisher erst von wenigen H\u00e4ndlern angeboten wird. <\/p>\n\n\n\n

Das vollst\u00e4ndige Paper mit dem Titel „Der Einfluss des Megatrends Digitalisierung auf den Vertrieb eines Automobilherstellers an Endverbraucher anhand der Customer Journey“ kann hier<\/a> nachgelesen werden. <\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

MBS Professor Dr. Hans H. Jung, MBS Bachelor-Alumna Luisa Marie Birk und Dr. Detlef Pietsch, General Manager bei der BMW Group, haben ein neues Working Paper zum Thema Digitalisierung im Kontext der Automobilbranche verfasst. Anhand […]<\/a><\/p>\n<\/div>","protected":false},"author":26,"featured_media":15315,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44,47,9,51,53,56,3181,5608,81,82,85,2272,92,90,95,11,13,16,17,7585,7581,9366,9372,39],"tags":[140,4974,3628,6058,5131,625],"coauthors":[685],"class_list":["post-15313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bachelor-de","category-bachelor-international-business-de","category-beitragsart","category-dba-de","category-digital-business-operations-de","category-fakultaet-forschung","category-forschung","category-homepage-de","category-marketing-sales-de","category-master-de","category-master-international-business-de","category-mba-de","category-mba-general-management-full-time-de","category-mba-general-management-part-time-de","category-mbs-de","category-mbs-business-blog-de","category-mbs-campus-community-de","category-mbs-news-de","category-mbs-programme","category-newsletter-ba-de","category-newsletter-de","category-newsletter-ma-en-2","category-newsletter-mba-dba-en-2","category-wirtschaftsthemen","tag-automobilindustrie","tag-customer-journey","tag-digital-business","tag-publikation","tag-sales-de","tag-vertrieb"],"yoast_head":"\nNeues 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