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3. ROZDІL ZOVNІSHNЄ SEREDOVISCHE PІDPRIЄMSTVA TA MARKETINGOVІ DOSLІDZHENNYA RINKІV
3.1. Marketing SEREDOVISCHE PІDPRIЄMSTVA
Cutaneous pіdpriєmstvo is staying in the minds scho postіyno zmіnyuyutsya. Marketing seredovische - sukupnіst Activity sub'єktіv i forces scho dіyut for mezhami fіrmi, vplivayut on її strategіyu i do not pіdpadayut bezposerednіy pid control [2].
Dwellers uspіshno funktsіonuvati on market analysis, pіdpriєmstvo Obey chіtko viznachiti parametric doslіdzhennya zovnіshnogo seredovischa i vibrato chinniki, SSMSC nayіstotnіshe vplivayut on dіyalnіst fіrmi. Tse chinniki її macro that mіkroseredovischa.
Zovnіshnє seredovische pіdpriєmstva - sukupnіst sub'єktіv gospodaryuvannya, ekonomіchnih, i suspіlnih natural minds scho dіyut in global otochennі. Fallow od nature vplivu rіznomanіtnih faktorіv zovnіshnє seredovische podіlyayut macro- i mіkroseredovische.
Makroseredovische ohoplyuє materіalno-tehnіchnі th ekonomіchnі minds suspіlnі vіdnosini that INSHI chinniki scho vplivayut on dіyalnіst pіdpriєmstva oposeredkovano. Before them nalezhat demografіchnі, ekonomіchnі, polіtichnі that INSHI chinniki scho postіyno zmіnyuyutsya Yea i Jerel postіynogo zanepokoєnnya for fіrmi.
Mіkroseredovische - seredovische direct vplivu on pіdpriєmstvo. Before Demba nalezhat postachalniki, poseredniki, competitors spozhivachі toscho.
Klasifіkatsіyu Square postachalnikіv, SSMSC postachayut fіrmі zgіdno s contract for neobhіdnі organіzatsії virobnichogo processes sirovinu, ustatkuvannya, materіali, komplektuyuchі toscho, imposed on skhemі 3.1.
Diagram 3.1. Klasifіkatsіya postachalnikіv
Rozglyanemo detalnіshe postachalnikіv guidance. Eksklyuzivnі postachalniki pratsyuyut deprivation s specific fіrmoyu. Naturally, scho s pratsyuvati them vigіdno i zruchno. Loyalnі postachalniki obslugovuyut fіrmu yak, so i її konkurentіv. W them requires povoditis oberezhno, oskіlki stink shaping can Buti Jerel information The fіrmu for її konkurentіv. Prote loyalnі postachalniki mozhut Why fіrmі th at prigodі. Storonnі postachalniki obslugovuyut konkurentіv deprivation. FIRMA zaluchati abo Mauger not zaluchati їh to spіvpratsі.
Vuzkospetsіalіzovanі postachalniki postachayut one commodity abo obmezhenu asortimentnu Quantity tovarіv, shirokospetsіalіzovanі - Commodity grup, kompleksnі - pragnut zabezpechiti fіrmu yakomoga bіlshoyu kіlkіstyu neobhіdnih їy tovarіv.
Poseredniki - pіdpriєmstva scho dopomagayut fіrmі in prosuvannі, zbutі th poshirennі її produktsії.
Competitors - pіdpriєmstva, SSMSC viroblyayut abo Taku very analogіchnu produktsіyu, scho th addressing FIRMA, i realіzuyut її on tsіlovih Rink tsogo pіdpriєmstva.
Spozhivachі - fіzichnі abo yuridichnі individuals SSMSC spozhivayut produktsіyu fіrmi. Pong shaping can Buti potentsіynimi (zdatnimi Pevnyi buy goods) abo bezposerednіmi (i bazhayut toil zmogu pridbati Pevnyi goods).
Vnutrіshnє seredovische - vnutrіshnі chinniki, SSMSC vplivayut on dіyalnіst pіdpriєmstva. Before them nalezhat nayavnіst mainly virobnichih fondіv, obіgovih koshtіv, labor resursіv that іn.
Chinniki marketing seredovischa, scho robot on vplivayut pіdpriєmstva, imposed in the Table. 3.1. Such chinnikіv Mauger Buti bezlіch, ale z them neobhіdno vibrato nayvazhlivіshі deprivation. The method of registration, resіyno-korelyatsіynogo analіzu viznachayut rezultuyuchy factor scho mill vіdobrazhaє pіdpriєmstva fallow od methylene (it Mauger Buti dohіd, Prybutok, obsyag sale toscho):
de a. - Vpliv i-th chinnika on dіyalnіst pіdpriєmstva; x. - Mill pіdpriєmstva pid vplivom i-th chinnika.
table 3.1
Chinniki macro i mіkroseredovischa pіdpriєmstva
Seredovische | Іntegrovanі chinniki |
Skladovі |
1 |
2 |
3 |
Geografіchnі |
Nayavnіst natural resursіv, Vidi, stupіn osvoєnnya th vikoristannya resursіv, prirodnі minds rose vіtrіv, perevazhayuchy Atmospheric vise serednodobova povіtrya temperature vologіst |
|
Makroseredovische |
Demografіchnі |
Chiselnіst population teritorіalny rozpodіl population chastka active population, vіkovy qualification, rіven platospromozhnostі population psihologіchnі osoblivostі natsії |
Naukova-tehnіchnі |
Naukova-tehnіchna polіtika powers, rіven uprovadzhennya novoї tehnіki that tehnologіy, tehnіchny rіven i yakіst produktsії |
|
Ekonomіchnі |
Stupіn sovereign regulyuvannya Economy, opodatkuvannya system mіnіmalnі rozmіri zarobіtnoї pay that pensіy |
|
Ekologіchnі |
Ekologіchna bezpeka navkolishnogo seredovischa, ekologі-zatsіya virobnitstva |
|
Polіtichnі |
Polіtichna stabіlnіst suspіlstva, VZAYEMODIYA zakonodavchoї that vikonavchoї gіlok Vladi, profesіonalіzm polіtikіv |
Zakіnchennya Table. 3.1
1 | 2 |
3 |
Mіzhnarodnі |
Naukova-tehnіchne spіvrobіtnitstvo, obsyagi eksportu-іmportu |
|
Evolyutsіynі |
Osnovnі tendentsії rozvitku Galuzo national Gospodarstwa, evolyutsіya natsії |
|
Mіkroseredovische |
Postachalniki |
Widi sirovini scho postachaєtsya, materіalіv, napіvfabrikatіv, mainly virobnichih fondіv, obsyagi postachan, tsіni postachan, vіdstan delivery, the agriculture Vidi zasobіv |
Spozhivachі |
Assortment produktsії scho spozhivaєtsya, obsyagi spozhivannya, Cena spozhivannya, rіven platospromozhnostі, tendentsії rozvitku toscho |
|
competitors |
Stupіn osvoєnnya market analysis, yakіst proponovanoї produktsії, orієntovnі segment market analysis, polіtika tsіnoutvorennya, assortment proponovanoї produktsії, tendentsії rozvitku |
|
Fіnansovo-kreditnі organіzatsії |
Assortment nadanih poslug, bankіvsky vіdsotok for operatsіyami, komfortnіst, simplicity of dokumentіv, mozhlivіst іnvestuvannya, mozhlivіst obsession loan |
|
Derzhavnі organic |
Control over dotrimannyam zakonodavstva, kerіvnitstva system vzaєmovіdnosini s mіstsevoyu admіnіstratsієyu |
|
Vnutrіshnє seredovische pіdpriєmstva |
Bezposeredno pіdpriєmstvo |
Serednіy rіven zarobіtnoї pay, zabezpechenіst manpower, organіzatsіyna upravlіnnya structure "zіgranіst" command Formula of Success: Command + + іdeya kapіtal = Prybutok. Zabezpechennіst mainly virobnichimi funds rіven vikoristannya novіtnіh tehnologіy, zabezpechenіst fіnansovimi resources |
Tsei method potrebuє velikoї kіlkostі rozrahunkіv, against well.
Other methods prostіshy i ґruntuєtsya on printsipі sub'єktivіzmu. On a scale fіrmі rozroblyayut balls vplivu chinnikіv on dіyalnіst pіdpriєmstva (Fig. 3.1).
Chinniki, SSMSC through svіy vpliv nabirayut bіlshe half vsіh balіv (Zi yak sign "+", so i "-"), Je prіoritetnimi. Zvazhayuchi sama on tsі chinniki, doslіdzhuyut rinok, tobto zdіysnyuyut Pevnyi vibіrku, yak will give them zmogu vibrato s Ti, scho naybіlshoyu mіroyu vplivayut on dіyalnіst pіdpriєmstva.
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