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Strategische Positionierung und Markenfuehrung von Flughaefen: Eine Analyse der strategischen Ausrichtung von Flughaefen und Entwicklung eines neuen P
Hardcover
Series: Strategisches Marketingmanagement, Book 32
ISBN13: 9783631788967
Publisher: Peter Lang Gmbh, Internationaler Verlag Der W
Published: Sep 2 2019
Pages: 338
Weight: 1.23
Height: 0.81 Width: 5.83 Depth: 8.27
Language: German
Flughäfen konstituieren nicht mehr nur monopolistische Aerodrome der volkswirtschaftlichen Infrastruktur, sondern agieren als selbstständig wirtschaftende Unternehmen, wodurch die Profitabilität der Flughäfen eine immer signifikantere Rolle einnimmt. Daher müssen Flughäfen sich auch dem verstärkten Wettbewerb stellen und ihre Angebotsstruktur an ein breites Spektrum von Kundengruppen anpassen, um ihren Gewinn zu maximieren und die Wirtschaftlichkeit des Unternehmens Flughafen auszubauen. Flughäfen müssen also sicherstellen, dass ihr Angebot und ihre Positionierung sie klar von ihren Wettbewerbern unterscheidet. Die strategische Markenbildung und -führung konstituieren in diesem Kontext signifikante Konzepte zur Implementierung der aufgezeigten Positionierungsstrategien.
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