Marketing - Primak TS

4.5. Konkurentospromozhnіst tovarіv

G transition Economy of Ukraine on rinkovі vіdnosini termіn "konkurentospromozhnіst" becoming mostly in viznachennі іmіdzhu fіrm that efektivnostі їh dіyalnostі. Konkurentospromozhnіst fіrmi viznachaєtsya konkurentospromozhnіstyu viroblenih her tovarіv. Tsya foldable vlastivіst harakterizuє privablivіst product for spozhivacha (pokuptsya, zamovnika) i pributkovіst for virobnika (postachalnika, seller).

Konkurentospromozhnіst - sukupnіst yakіsnih i vartіsnih characteristics of the product, scho zabezpechuyut zadovolennya konkretnoї required.

Spochatku konkurentospromozhnіst tovarіv otsіnyuvali for Relief psihofіzichnogo law of Weber - Fechner [15], scho poyasnyuє psihologіyu spozhivachіv i formalіzatsіyu їhnogo Vibor. Privablivіst Pevnyi product deposits od sukupnostі yogo vlastivostey (characteristics pokaznikіv), scho zumovlyuyut zadovolennya Pevnyi required. Tsya sukupnіst characteristics nazivaєtsya yakіstyu product. Doslіdzhennya tsіy in the Branch, Hoca nd not boule pozbavlenі theoreticity іnteresu against Somalia obmezhene value oskіlki ґruntuvalis on abstraktnіy іdeї about psihologіyu іndivіduuma. Kіlkіsnih metodіv prognozuvannya Vibor pokuptsem Pevnyi product for їh Relief virobleno not Bulo.

Konkurentospromozhnіst viznachaєtsya vіdnoshennyam korisnogo efekta to sumarno vitrat, pov'yazanih s pridbannyam i ekspluatatsієyu product:

de E - ekonomіchny efekt; CA - Rate spozhivannya.

Konkurentospromozhnіst product - ponyattya Folding th іntegralne, oskіlki ohoplyuє not deprivation ekonomіchnі that tehnіchnі and second tehnologіchnі pokazniki. її otsіnyuyut fallow od of Je goods kіntsevim product priznachenim for zadovolennya Pevnyi applicable (іndivіdualnih abo suspіlnih), chi zasobom virobnitstva іnshih tovarіv. In Persha vipadku porіvnyannya th otsіnyuvannya zdіysnyuє spozhivach, yaky kupuє Pevnyi goods for Pevnyi tsіnu. In another vipadku zavdannya mozhna podіliti on Dvi Chastain: viznachennya potreb i vibіr alternative sposobіv їh zadovolennya.

viznachennya algorithm imposed on skhemі 4.5.

Konkurentospromozhnіst zavzhdi viznachaєtsya in porіvnyannі s іnshimi goods and takozh on pіdstavі rіvnya zadovolennya potreb potentsіynih spozhivachіv. Rіven konkurentospromozhnostі otsіnyuyut for Relief Sistemi odinichnih, grupovogo that іntegralnih pokaznikіv.

Odinichny pokaznik vіdobrazhaє vіdsotkove spіvvіdnoshennya pokaznikіv one of the first parameter of the porіvnyuvanih tovarіv. Grupovogo pokaznik poєdnuє odinichnі pokazniki that harakterizuє stupіn zadovolennya require zagalom.

Іntegralny pokaznik konkurentospromozhnostі product schodo then-TVG-zrazka - tse numerical characteristics konkurentospromozhnih tovarіv scho Yea vіdnoshennyam grupovogo pokaznika for tehnіchnimi parameters to grupovogo pokaznika for ekonomіchnimi parameters:

de Inp, Iep - grupovogo pokaznik for vіdpovіdno normative parameters that tehnіko-ekonomіchnimi; Its a - grupovogo pokaznik tsіni spozhivannya.

Algorithm otsіnyuvannya konkurentospromozhnostі product

Diagram 4.5. Algorithm otsіnyuvannya konkurentospromozhnostі product

Yakscho K <1, proponovany goods postupaєtsya product-zrazku; when K> 1, the goods Got vischu konkurentospromozhnіst.

Yakscho metoyu otsіnyuvannya konkurentospromozhnostі product Je of acceptance rіshennya vivedennya schodo yogo on rinok, prognozovana otsіnka konkurentospromozhnostі product taka:

K i = 1.6 bіlshe - duzhe promising;

K = 1,40-1,59 - Perspective;

K = 1.20-1.39 - unpromising;

K = 1,00-1,19 - unpromising.

Konkurentospromozhnіst product harakterizuєtsya tehnіchnimi, komertsіynimi, organіzatsіynimi that ekonomіchnimi parameters. Dermal response (odinichny pokaznik of Quality product) vimіryuєtsya in pevnіy (spetsifіchnіy) odinitsі and to zdebіlshogo pokazniki neporіvnyannі mіzh him. Napriklad, kolіr avtomobіlya not mozhna porіvnyuvati іz silhouette, maximum chi shvidkіstyu galmuvannya hour. Prote avtomobіl brand "Wo1kswagen" privablivіshy, nіzh "Zhigulі" for sukupnіstyu pokaznikіv. A tse mozhna z'yasuvati, sformuvavshi kompleksnі pokazniki of Quality First porіvnyavshi їh.

Yak usually pokazniki of Quality zasobіv virobnitstva pov'yazanі s yakіstyu product, scho viroblyaєtsya. For this nayavnostі zv'yazku power about porіvnyalnu otsіnku move Zi spherical zasobіv virobnitstva in scope spozhivchih tovarіv.

Obirayuchi alternativnі Method zadovolennya require neobhіdno dotrimuvatis єdnostі methylation. Yednist methylene Je Basics porіvnyannya th otsіnyuvannya. Pevnyi rіch, vantazhі mozhna perevoziti vantazhіvkoyu visokoї i, i nizkoї of Quality. Yednist methylene yak Basics of porіvnyannya spriyaє printsipovomu podіlu pokaznikіv of Quality. Rozrіznyayut so zvanі klasifіkatsіynі pokazniki. Napriklad, one Yakscho s dvoh vantazhіvok not pridatna for Pevnyi vantazhіv transported through їh dimensions, porіvnyati tsі vantazhіvki nemozhlivo, i todі maєmo not varіanti ob'єkta one and two rіznih ob'єkti, scho shaping can not zamіniti one single. Rozglyanemo pokazniki scho vіdіgrayut role obmezhen: Pokazniki BEZPEKA product for Zhittya, Health Protection i lane people. Goods, scho not vіdpovіdayut CIM obmezhennyam not pіdlyagayut realіzatsії, їh yakіst otsіnyuvati not potrіbno. Otzhe not mozhna porіvnyuvati Quantity neschasnih vipadkіv in protsesі virobnitstva s tehnologіchnimi mozhlivostyami ustatkuvannya. Ale zavdannya mozhna sformulyuvati іnakshe: SSMSC zasobi virobnitstva dotsіlno vibirati for dwellers dosyagti vstanovlenogo rіvnya BEZPEKA.

Pokazniki scho zabezpechuyut ekologіchnіst product. Tehnіchnі pokazniki: • klasifіkatsіynі - viznachayut nalezhnіst virobu Pevnyi to mind the class, produktsії type;

• konstruktivnі - harakterizuyut konstruktorsko-tehnologіchnі rіshennya;

• normativnі - vіdpovіdayut mіzhnarodnim standards, norms, rules;

• ergonomіchnі (gіgієnіchnі, antropometrichnі, fіzіologіchnі, psihologіchnі) - zasvіdchuyut vіdpovіdnіst product vlastivostyam lyudskogo organіzmu that psihіki;

• estetichnі - harakterizuyut Yednist zmіstu th shape of objects. Butt. Rozrahuvati іntegralny pokaznik konkurentospromozhnostі dvoh vidіv virobіv hlіbopekarskoї promislovostі: batonіv "turetskogo" i zvichaynogo (Table 4.3.). For standard parameters grupovogo pokaznik dorіvnyuє odinitsі. Danі, otrimanі for Relief method ekspertnih otsіnok, imposed in the balls od zero to odinitsі. Znachuschіst pokaznika pіdvischuєtsya.

1. Viznachaєmo grupovogo pokaznik konkurentospromozhnostі for tehnіko-ekonomіchnimi pokaznikami:

de ai - koefіtsієnt vagomostі the i-th parameter (viznachaєtsya for Relief ekspertnih otsіnok); Pi, R0і - the absolute value of the i-th parameter tehnіchnogo virobu vіdpovіdno porіvnyuvanogo second base; n - Quantity tehnіchnih parametrіv.

Pіdstavlyayuchi chislovі danі, dіstaєmo

2. Viznachaєmo grupovogo pokaznik konkurentospromozhnostі for ekonomіchnimi pokaznikami:

de t - Quantity ekonomіchnih parametrіv; Ci, C0i - vartіsne virazhennya vitrat virobnitstvo on the product; Tsi, Ts0i. - Cena realіzatsії porіvnyuvanogo i tovarіv base.

Pіdstavlyayuchi chislovі value otrimaєmo

table 4.3

Vihіdnі danі for obchislennya іntegralnogo pokaznika konkurentospromozhnostі virobіv

Product

Pokaznik

Sort Boroshnev

Yaєts Quantity, pcs., 1 kg Boroshnev

Hour skhodzhennya tіsta, xs

Sobіvartіst

one virobu scho vipuskaєtsya, UAH.

Cena realіzatsії one virobu, UAH.

Dobovі obsyagi realіzatsії, UAH.

Baton zvichayny (base product)

Ekspertna otsіnka

0.9

1

0.9

0.5

0.6

4500

The absolute value of the i-th parameter tehnіko-ekonomіchnogo

2

4

5

Zagalnі characteristics

Vischy

2

thirty

loaf

"Turetsky" (porіvnyuvany product)

Ekspertna otsіnka

0.9

1

0.9

0.6

0.9

6000

the absolute value

i-th tehnіko-

ekonomіchnogo

parameter

3

2

3

Zagalnі characteristics

Vischy

1

15

3. For the formula (4.2) obchislyuєmo pokaznik konkurentospromozhnostі:

K = 2.39: 3.68 = 0.648.

Vіdpovіd Baton "turetsky" Got vischu konkurentospromozhnіst porіvnyano s loaf zvichaynim.

For Pevnyi minds konkurentnospromozhnіst viznachaєtsya rіznimi pokaznikami.

For komertsіynimi minds: rіvnem tsіni; termіnom postachannya; Payment terms; rіvnem Mitnija zborіv, podatkіv i koshtіv, vitrachenih on pridbannya tovarіv; mіroyu vіdpovіdalnostі prodavtsіv for vikonannya zobov'yazan.

For organіzatsіynimi minds pridbannya that vikoristannya product: nablizhennyam prodavtsіv to pokuptsіv, delivery seller tovarіv to mіsts spozhivannya; zruchnіstyu rozrahunkіv; servіsnim obslugovuvannyam.

For ekonomіchnimi minds spozhivannya: energoєmnіstyu that ekonomіchnіstyu in spozhivannі sirovini on odinitsyu produktsії scho vipuskaєtsya; vartіstyu sirovini that ekspluatatsіynih materіalіv; bezvіdhodnіstyu tehnologіy; nadіynіstyu, perіodichnіstyu i vitratami for repair; chiselnіstyu i kvalіfіkatsіeyu obslugovuyuchogo personnel; rіvnem zarobіtnoї pay pratsіvnikіv.

Otsіnka konkurentospromozhnostі method uzagalnennya zdіysnyuєtsya s urahuvannyam vitrat Institution:

de With - sobіvartіst product; Yong - normative koefіtsієnt efektivnostі kapіtalovkladen.

Rozbіzhnostі in of Quality zasobіv virobnitstva (i spozhivchih tovarіv, if accurately vіdoma require for yakoї stink priznachenі) can be viznachiti for EYAD formulas: C (B) - (A) (product A daє ekonomіyu) that HF ​​(A) - HF (B ), de CV - kapіtalovkladennya (item A dorozhchy). Dwellers zrobiti vibіr on korist product A neobhіdno viznachiti normative koefіtsієnt efektivnostі kapіtalovkladen Yong. A product matim vischі characteristics of Quality, Yakscho vikonuvatimetsya nerіvnіst

tobto zvedenі vitrati W (A) <H (B).

Rіven konkurentospromozhnostі viznachaєtsya pributkom P, tobto rіznitseyu mіzh tsіnoyu product C for virobnitstva yakogo vikoristovuyutsya zasobi virobnitstva A abo B i H vitratami Institution:

Znayuchi rіven konkurentospromozhnostі, phone reception mіzh rіvnem zadovolennya potreb that obsyagom sale can otsіniti obsyag nadhodzhen (deposits od rozmіru partії product) and otzhe, i Prybutok at dosyagnennі zaplanovanogo zbutu scale.