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Künstliche Intelligenz im werteorientierten Marketing: Konzeptualisierung des "Value in Context" und eine Bewertung KI-gestützter Marketingaktivitäten

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  • Weber, Kristina

Abstract

Künstliche Intelligenz (KI) ist ein Trendthema der heutigen Zeit und zeigt auch im Marketing großes Einsatzpotenzial. Die Digitalisierung trägt zu einem zunehmend komplexen Markenumfeld bei, in welchem der Konsument stärkste Triebkraft des Wettbewerbs ist. Der Ansatz des werteorientierten Marketings ermöglicht durch ehrliche Kundenorientierung den nachhaltigen Erfolg einer Marke. Sein Ziel ist die Steigerung von Wert für den Konsumenten bzw. den im Rahmen der Service-Dominant-Logic vorgestellten "Value in Context" entlang der gesamten Consumer- Decision-Journey. Das Ziel dieser Arbeit ist, herauszufinden, ob KI-gestützte Marketingaktivitäten das Potenzial haben, "Value in Context" zu schaffen bzw. zu steigern. Anhand einer umfassenden Literaturrecherche wurde neben begrifflichen und konzeptionellen Grundlagen ein Wertekonstrukt erarbeitet, das als Bewertungsgrundlage beispielhafter Marketingmaßnahmen dient. KI zeigt sich als wertvolles Instrument zur Ausgestaltung eines werteorientierten Marketings. Eine Steigerung der betrachteten Werteausprägungen Effizienz, Qualität, hedonistischer Wert und Selbstwert konnte auf Seiten des Konsumenten ausgemacht werden, wenn dieser mit einer KI-gestützten Marketingaktivität in Kontakt kommt. Das Potenzial, riesige Datenmengen (Big Data) zu erfassen und zu verarbeiten unterstützt Marketer in der Planung von Wertangeboten sowie der Implementierung von individualisierten und kontextorientierten Marketingmaßnahmen, um Wertpotenziale in tatsächlichen Wert zu überführen. Gestützt durch Expertengespräche wurden Zukunftsperspektiven und Herausforderungen des Einsatzes von KI im werteorientierten Marketing betrachtet. Neben weitreichenden zukünftigen Möglichkeiten muss ein Unternehmen zudem interne Herausforderungen meistern, rechtliche Regulierungen einhalten und ethische Aspekte berücksichtigen, um ein werteorientiertes Marketing zu verwirklichen.

Suggested Citation

  • Weber, Kristina, 2020. "Künstliche Intelligenz im werteorientierten Marketing: Konzeptualisierung des "Value in Context" und eine Bewertung KI-gestützter Marketingaktivitäten," Beiträge der Hochschule Pforzheim 174, Pforzheim University.
    • Handle: RePEc:zbw:pfobei:174
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    1. Möller, Klaus & Gairing, Fritz & Mezger, Daniel & Jehnichen, Thomas, 2020. "Design of training processes in manual order picking," Beiträge der Hochschule Pforzheim 175, Pforzheim University.

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