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Die Auto-Referenz des öffentlichen Nahverkehrs: Selbst-, Konkurrenz- und Kundenbild im Marketing des Verbands Deutscher Verkehrsbetriebe

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  • Gegner, Martin

Abstract

In diesem Papier wird das Marketing deutscher Nahverkehrsbetriebe unter besonde-rer Berücksichtigung der Werbung ihres Branchenverbands analysiert. Es wird nach-gewiesen, dass sich die leitbildenden Konzeptionen und Kampagnen auf überholte Annnahmen aus den 1980er Jahren beziehen und damit dem gesellschaftlichen Trend zur Individualisierung nicht gerecht werden. Weder wird ein integrierter Marke-tingansatz verfolgt, der bei der Produktplanung und der Zielgruppenanalyse ansetzt, noch gibt es vielversprechende Ideen, um dem als Hauptkonkurrenten ausgemach-ten Privat-Automobil wirklich Paroli bieten zu können. Stattdessen bezieht sich das Marketing des öffentlichen Nahverkehrs auf die öffentliche Hand und versucht dieser zu vermitteln, der ÖPNV sei besser als sein Ruf. Ob seiner umweltorientierten Nach-haltigkeit brauche er weiterhin die bisher gezahlten Subventionen. Diese doppelte Auto-Referenz verhindert einen Dialog mit den (potenziellen) Kunden und führt dazu, dass sich ändernde Bedürfnisse nicht erkannt und durch eine Veränderung des Angebots befriedigt werden.

Suggested Citation

  • Gegner, Martin, 2004. "Die Auto-Referenz des öffentlichen Nahverkehrs: Selbst-, Konkurrenz- und Kundenbild im Marketing des Verbands Deutscher Verkehrsbetriebe," Discussion Papers, Research Unit: Innovation and Organization SP III 2004-103, WZB Berlin Social Science Center.
    • Handle: RePEc:zbw:wzbior:spiii2004103
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