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Online-Buchhandel in Deutschland Die Buchhandelsbranche Vor Der Herausforderung Des Internet

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Online-Buchhandel in Deutschland Die Buchhandelsbranche Vor Der Herausforderung Des Internet Online-Buchhandel in Deutschland Die Buchhandelsbranche vor der Herausforderung des Internet Ulrich Riehm, Carsten Orwat und Bernd Wingert sind wissenschaftliche Mitarbeiter des Instituts für Technikfolgenabschätzung und Systemanaly- se (ITAS) des Forschungszentrums Karlsruhe. Kontakt: Forschungszentrum Karlsruhe, ITAS, Postfach 3640, 76021 Karlsruhe Tel.: 07247/82-2501, Fax: 07247/82-4806, E-Mail: [email protected] Die Projektseite im Internet lautet: http://www.itas.fzk.de/deu/projekt/pob.htm Die Studie zum Online-Buchhandel in Deutsch- land wurde durchgeführt im Auftrag der Akade- mie für Technikfolgenabschätzung in Baden- Württemberg, Stuttgart. Ulrich Riehm, Carsten Orwat, Bernd Wingert Online-Buchhandel in Deutschland Die Buchhandelsbranche vor der Herausforderung des Internet Forschungszentrum Karlsruhe Technik und Umwelt © Copyright 2001 Ulrich Riehm, Carsten Orwat, Bernd Wingert – Karlsruhe Überarbeitete und erweiterte Fassung des als Ar- beitsbericht Nr. 192 bei der Akademie für Tech- nikfolgenabschätzung in Baden-Württemberg unter gleichem Titel erschienen Berichts. Das Werk einschließlich aller seiner Teile ist ur- heberrechtlich geschützt. Jede Verwertung ist ohne Zustimmung der Autoren unzulässig. Das gilt insbesondere für Vervielfältigungen, Über- setzungen, Mikroverfilmungen, die Einspeiche- rung und Verarbeitung in elektronische Systeme, die körperliche und unkörperliche Wiedergabe am Bildschirm oder auf dem Wege der Daten- fernübertragung. Umschlaggestaltung: Nicole Gross, Forschungs- zentrum Karlsruhe Umschlagfoto: Markus Breig, Forschungs- zentrum Karlsruhe Bezugswege: Die gedruckte Ausgabe kann über jede stationäre wie Internet-Buchhandlung bezogen werden oder auch direkt bei Books on Demand GmbH, Norderstedt (http://www.bod.de). Die elektronischen Ausgaben, vollständig oder kapitelweise, zum Lesen am Bildschirm oder zum Ausdrucken auf dem Bürodrucker, sind erhält- lich über Spezialbuchläden für elektronische Bü- cher und bei allgemeinen Online-Buchläden: http://www.ciando.com, http://www.epodium.de, http://www.dibi.de, http://www.amazon.de. ISBN 3-923704-38-0 (diese elektronische Ausgabe) 3-923704-37-2 (weitere elektronische Ausgabe) 3-923704-36-4 (gedruckte Ausgabe) Vorwort Bei einer Studie über die Herausforderungen des Internet für den Buchhandel liegt es nahe, die Möglichkeiten des elektronischen Publizierens und des Online-Vertriebs auch selbst zu erkun- den. So erscheint dieser Endbericht zur Studie „Online-Buchhandel in Deutschland“ – ganz der These Helmut von Bergs folgend, dass das heuti- ge digitale Publizieren in letzter Konsequenz „Publishing-on-Demand“ sei (so in einem Artikel im Börsenblatt für den Deutschen Buchhandel 57/2001, S. 10) – sowohl in einer gedruckten als auch in einer elektronischen Fassung, aber im- mer nur auf Anforderung. Dass es die „eBook- Fassungen“ dabei wiederum in unterschiedlichen Varianten gibt – zum Lesen am Bildschirm, zum Ausdrucken auf dem Bürodrucker, vollständig oder auch nur kapitelweise – ist dabei nur kon- sequent. Experimentiert wird weiter mit diffe- renzierten Preisen für die verschiedenen Er- scheinungsformen des gleichen Werkes, wie es die ökonomische Theorie der Preisdifferenzie- rung empfiehlt. Auf die Einschaltung eines Ver- lages wurde verzichtet, auch hier den Verspre- chungen der Protagonisten des „E-Commerce“ folgend, dass der Direktvertrieb durch das Inter- net einen gewaltigen Aufschwung nehmen wird. Den Weg des digitalen Publizierens einzuschla- gen, heißt nicht automatisch, die Analyse seiner Folgen zu vernachlässigen. Wer die Studie liest, wird unsere skeptische Grundhaltung und die Hinweise auf problematische Entwicklungen er- kennen. Doch erst nach Abschluss dieses Expe- rimentes wird man über Erfolg oder Misserfolg mehr sagen können. Dass an den Anfang der Publikationskette, bei den Autoren, immer mehr Tätigkeiten konzent- riert werden, das lässt sich jedoch schon heute feststellen. Zwar sind die finanziellen Hürden für den Autor als Selbstverleger durch Publishing- on-Demand-Verfahren und elektronische Buch- formate deutlich gesunken, aber die Aufgaben, die den Autoren dadurch zusätzlich aufgeladen werden, sind erheblich. Das reicht von der Her- stellung einer druckfertigen Vorlage, dem Ent- wurf und der Gestaltung eines Buchumschlags, technischen Fragen der Farbkalibrierung und der Kompatibilität von Softwareversionen mit Dru- ckern und E-Book-Readern, über eine Marktab- schätzung und darauf fußenden Preiskalkulatio- nen, der Abklärung von Urheberrechten, der Zu- ordnung von ISBN-Nummern bis hin zum Ei- genmarketing und der Akquisition von Ver- triebspartnern. Viele haben uns geholfen, diesen Anforderungen gerecht zu werden, denen wir, ohne einzelne Personen besonders hervorzuhe- ben, hier unseren Dank aussprechen. In letzter Instanz sind es die Leserinnen und Leser, die „raison d’être“ des Publikationsprozesses, bei denen sich zeigen wird, ob sich die Anstrengun- gen gelohnt haben. Karlsruhe, Oktober 2001 Ulrich Riehm, Carsten Orwat, Bernd Wingert Zusammenfassung Die vorliegende Studie widmet sich dem „Online- Handel mit Büchern“, beschreibt die aktuellen Entwicklungen, arbeitet die wichtigsten Formen heraus und benennt absehbare Folgen. Um die aktuellen Entwicklungen besser abschätzen zu können, müssen Branche, Internet und techno- logische Innovationen genauer in den Blick ge- nommen werden. Daraus ergibt sich der Aufbau des Berichtes. In Kapitel 2 geht es um die Branche und deren bisherige Entwicklung, die u.a. durch Konzentra- tionsprozesse und Filialisierung, aber auch durch eine hohe Beständigkeit der Vertriebswege ge- kennzeichnet ist. Kapitel 3 wendet sich den Ent- wicklungen bei der Nutzung von Online- und In- ternet-Diensten zu, denn Online-Einkauf heißt, dem bisherigen, eventuell schon habitualisierten Internet-Nutzungsverhalten ein weiteres Ele- ment hinzuzufügen. Die drei folgenden Kapitel stellen das Zentrum der Studie dar. In Kapitel 4 werden die ganz un- terschiedlichen Typen des „Online-Buchhandels“ beschrieben; sie reichen von einer konventionel- len stationären Buchhandlung, die ihre regionale Präsenz mit einem Internet-Auftritt ergänzt, bis hin zu reinen Online-Buchshops, gegebenenfalls ohne eigenes Lager und Vertriebslogistik. Kapitel 5 wendet sich vier technischen Innovationen zu: den „Books on Demand“, den „eBooks“ in Form eines Lesegerätes und Hintergrundsystems, dem Prototyp eines eBook-Dienstleisters und schließ- lich dem Modell des Handels mit kleinteiligen, digitalen Informationseinheiten. Kapitel 6 greift die unterschiedlichen Entwicklungen anhand von Ansätzen aus der ökonomischen Theorie des Handels noch einmal auf. Es wird die These dis- kutiert, dass die Informations-, Kommunikati- ons- und Transaktionsmöglichkeiten des Inter- net die Chance eröffnen, dass die Produzenten und Konsumenten direkt zueinander finden, also zwischengelagerte, intermediäre Handelsstufen wegfallen („Disintermediation“). Diese Tenden- zen sind aber nicht einheitlich; es sind auch Ge- genentwicklungen der „Cybermediation“ zu beo- bachten. Kapitel 7 diskutiert sieben Thesen, die gleich- zeitig die Hauptergebnisse zusammenfassen: 1. Neben dem früher schon beobachtbaren Struk- tur- und Funktionswandel des Buchhandels, kommt nun ein Medienwandel hinzu; nicht nur die Medien, die gehandelt werden, sind digital, sondern zunehmend auch das Medium, in dem gehandelt wird. 2. Der (reine) Online-Buchhan- del wird den stationären Buchhandel nicht ein- fach verdrängen. 3. Das Internet eröffnet neue Märkte und neue Vermarktungsformen für den Handel mit Büchern. 4. Der Zwischenbuchhan- del als traditioneller Intermediär hat sich gut po- sitioniert. 5. Die Rationalisierung von Distributi- onsketten übersetzt sich nicht immer glatt in die Handlungsrationalität der Akteure. 6. Virtuali- sierung und Vernetzung sind Kennzeichen der neuen Buchhandelsformen. 7. Die Akteure berei- ten sich auf eine Situation vor, in der sie in ihrer Existenz bedroht werden, bei denen das Internet eine vergleichsweise geringe, der mögliche Fall der Buchpreisbindung aber eine viel größere Rol- le spielt. Summary This study focuses on online book trading and describes recent developments in the book retail- ing industry especially in Germany. It analyses the main types of conventional and online book retailers, and investigates and assesses the con- sequences of the situation. To investigate the consequences of the development within the book retailing industry, the analysis proceeds in steps that encompass the entire book retailing industry, the main developments of Internet use and online commerce, and the technological in- novations that are relevant for the production, distribution and consumption of books. Thereby the structure of the study at hand is as follows. Chapter 1 provides an introduction and de- scribes the research approach which includes in- terviews with industry experts. In Chapter 2, we explore the book retailing industry and the sig- nificant book market trends towards higher mar- ket concentration, increasing market share of book store chains as well as the durability of es- tablished distribution channels. The evolving kinds and patterns of Internet use and custom- ers’ behaviour in electronic commerce as well as their implications for online book retailing are described in Chapter 3. The three following chapters are the heart of the study. In Chapter 4, we present a survey of recent types of online book retailers and their specific characteristics. The different types in- clude, for example, conventional book retailers with their own online
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