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Akquisitorische Distributionskonzepte Von Konsumgüterherstellern In Akquisitorische Distributionskonzepte von Konsumgüterherstellern in elektronischen Märkten: Handlungsempfehlungen unter besonderer Berücksichtigung von Electronic Category Management mit Onlinehändlern Inauguraldissertation zur Erlangung der Doktorwürde des Fachbereichs Wirtschaftwissenschaften der Universität Siegen vorgelegt von Jochen Gregor Weiche aus Leonberg am 22.10.2002 Gutachter: Univ.-Prof. Dr. Hermann Freter Univ.-Prof. Dr. Jürgen Berthel Tag der mündlichen Prüfung: 16.12.2002 urn:nbn:de:hbz:467-166 II III Inhaltsübersicht Inhaltsübersicht .........................................................................................III Inhaltsverzeichnis.......................................................................................V Abbildungen ..............................................................................................IX Fallbeispiele ............................................................................................XIII Abkürzungen ........................................................................................... XV 1 Einleitung ..............................................................................................1 1.1 Einführung ....................................................................................1 1.2 Ziel und Aufbau der Arbeit ............................................................4 1.3 Vorgehensweise inder Arbeit .......................................................7 1.4 Thematische und begriffliche Eingrenzungen .............................12 2 Zentral in der Arbeit genutzte Forschungsansätze: Entscheidungs- orientierter Ansatz und Ansatz des vertikalen Marketing ....................30 2.1 Einordnung der Arbeit in die verschiedenen Ansätze der Marketingwissenschaft................................................................30 2.2 Entscheidungsorientierter Ansatz ...............................................31 2.3 Vertikales Marketing ...................................................................37 3Akquisitorische Distributionskonzepteinelektronischen Märkten.......41 3.1 Allgemeine Marktsituation...........................................................41 3.2 Selektion akquisitorischer Konzepte ...........................................47 4Darstellung eines ausgewählten Konzepts: Electronic Category Management mit Onlinehändlern...................................................... 102 4.1 Efficient Consumer Responseals Ausgangspunkt ................... 102 4.2 Category Management ............................................................. 110 4.3 Electronic Category Management: Darstellung eines Pro- zessansatzes zur marketingbezogenen Kooperation mit Onlinehändlern.......................................................................... 122 5 Zusammenfassung ........................................................................... 180 Literaturverzeichnis ................................................................................ 187 IV V Inhaltsverzeichnis Inhaltsübersicht .........................................................................................III Inhaltsverzeichnis.......................................................................................V Abbildungen ..............................................................................................IX Fallbeispiele ............................................................................................XIII Abkürzungen ........................................................................................... XV 1 Einleitung ..............................................................................................1 1.1 Einführung ....................................................................................1 1.2 Ziel und Aufbau der Arbeit ............................................................4 1.3 Vorgehensweise inder Arbeit .......................................................7 1.3.1 Allgemeine Festlegung des Wissensziels und der Vor- gehensweise ......................................................................7 1.3.2 Art der Erkenntnisgewinnung .............................................8 1.3.2.1 QualitativeVorgehensweise .................................8 1.3.2.2 Absicherung qualitativer Aussagen.....................11 1.4 Thematische und begriffliche Eingrenzungen .............................12 1.4.1 Elektronische Märkte........................................................12 1.4.1.1 Grundlagen.........................................................12 1.4.1.2 Effekte der Mediatisierung ..................................13 1.4.1.3 Implikationen für die Konsumgüterindustrie........17 1.4.1.4 Referenzmodell eines elektronischen Marktes ...19 1.4.2 Institutioneller Handel.......................................................21 1.4.2.1 Grundlagen.........................................................21 1.4.2.2 Typologische Eingrenzung .................................23 1.4.3 Konsumgüterhersteller .....................................................26 1.4.4 Akquisitorische Distribution ..............................................28 2 Zentral in der Arbeit genutzte Forschungsansätze: Entscheidungs- orientierter Ansatz und Ansatz des vertikalen Marketing ....................30 2.1 Einordnung der Arbeit in die verschiedenen Ansätze der Mar- ketingwissenschaft......................................................................30 2.2 Entscheidungsorientierter Ansatz ...............................................31 2.2.1 Darstellung des Ansatzes ................................................31 2.2.2 Würdigung des Ansatzes .................................................33 2.2.3 Anwendung des Ansatzes in der vorliegenden Arbeit ......36 2.3 Vertikales Marketing ...................................................................37 2.3.1 Begriffliche Abgrenzung ...................................................37 2.3.2 Strukturierung inhaltlicher Aspekte...................................39 3Akquisitorische Distributionskonzepteinelektronischen Märkten.......41 3.1 Allgemeine Marktsituation...........................................................41 3.1.1 Aufbereitung der Marktstruktur mit dem Markt- kräftemodell .....................................................................41 3.1.2 Darstellung der absatzseitigen Marktstruktur ...................43 3.1.2.1 Endverbraucher ..................................................43 VI 3.1.2.2 Institutionelle Abnehmer......................................44 3.2 Selektion akquisitorischer Konzepte............................................47 3.2.1 Einführung in das Selektionsverfahren .............................47 3.2.2 Selektionsebene 1: Handlungsfelder ................................51 3.2.2.1 Darstellung vonHandlungsfeldern ......................51 3.2.2.2 Selektion von Handlungsfeldern..........................53 3.2.2.2.1 Vorgehensweise..................................53 3.2.2.2.2 Produktbezogene Aspekte ..................54 3.2.2.2.3 Endverbraucherbezogene Aspekte.....56 3.2.2.2.4 Herstellerbezogene Aspekte ...............61 3.2.2.2.5 Intermediärsbezogene Aspekte ..........62 3.2.2.3 Zusammenfassende Selektionsempfehlung auf Ebene der Handlungsfelder.................................63 3.2.3 Selektionsebene 2: Relevante Absatzkanalteilnehmer im selektierten Handlungsfeld indirektes B2C ..................65 3.2.3.1 Absatzkanalteilnehmer: Begriffliche Erfassung ...65 3.2.3.2 Akquisitorische Relevanz von Teilnehmern im Handlungsfeld .....................................................68 3.2.3.2.1 Einbeziehung von Teilnehmern im Kaufprozess ........................................68 3.2.3.2.2 Onlinehändler......................................70 3.2.3.2.3 Preismechanismenspezialisten...........73 3.2.3.2.4 Inhalteanbieter ....................................75 3.2.3.3 Zusammenfassende Selektionsempfehlungen auf Ebene der Absatzkanalteilnehmer ................81 3.2.4 Selektionsebene 3: Wahl von Verhaltensoptionen gegenüber Intermediären aufgrund machtbedingter Restriktionen.....................................................................82 3.2.4.1 Einführung und Darstellung grundlegender Verhaltensoptionen .............................................82 3.2.4.2 Macht und ihr Einfluss bei der Wahl von Verhaltensoptionen .............................................84 3.2.4.3 Machtbasen.........................................................85 3.2.4.4 Bestimmung der Machtkonstellation ...................87 3.2.4.5 Selektionsempfehlungen auf Ebene der Verhaltensoptionen .............................................96 3.2.5 Darstellung des Handlungsrahmens auf Basis der Selektionsebenen1bis 3 .................................................99 3.2.6 Selektionsebene 4: Abschließende Selektion eines Konzepts aufgrund des Handlungsrahmens...................100 4Darstellung eines ausgewählten Konzepts: Electronic Category Management mit Onlinehändlern ......................................................102 4.1 Efficient Consumer Responseals Ausgangspunkt....................102 4.1.1 Vorbemerkungen ............................................................102 4.1.2 Entstehung von ECR ......................................................104 4.1.3 Grundbestandteile von ECR...........................................106 4.1.4 Konzentration auf den BereichCM.................................108 4.2 Category Management..............................................................110 4.2.1 Ziele im Zusammenhang mit CM und eCM ....................110
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