Regionalmarketing anhand der Region Neunkirchen. Entwicklung eines nachhaltigen Marketingkonzeptes zur Etablierung einer Dachmarke (PDF)

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Kaiserslautern Standort Zweibrücken, Sprache: Deutsch, Abstract: In the context of increasing competition between regions to attract professionals, tourists and investors, regional marketing is getting more and more important. Considering megatrends like globalization and demographic shifts, regions face difficult challenges to remain successful in regional competition. This trend does not come to a halt outside the Region Neunkirchen either. According to that, the present bachelor thesis deals with regional marketing using the neunkirchen region as an example. Consequently, the aim of this work is to show the importance of regional marketing for the Region Neunkirchen. The loss of identity due to the decline of the steel and coal industry forms the starting point for the development of the sustainable marketing concept to establish the umbrella brand. The new umbrella brand is intended to strengthen the identity of the population and enhance the image of the Region Neunkirchen. The question as to how the regional marketing activities can best be structured is answered by the results of the SWOT analysis. The measures derived from this analysis have to be implemented by the use of the new umbrella brand in a uniform Corporate Identity. Therefore, the presented strategies and measures provide the opportunity to the Region Neunkirchen to position itself and to sharpen its profile. As a result, it can be noted that regional marketing is the key instrument for the sustainable development of the Region Neunkirchen.