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Mercantile іnnovatsіyna polіtika - Kardash VY

2.2. Formuvannya merchandise assortment

Formuvannyu merchandise assortment pereduє rozroblennya asortimentnoї kontseptsії. W ostannoyu ototozhnyuyut pobudovu optimalnoї asortimentnoї structure of commodity proponuvannya. During basis її take spozhivchі vimogi Pevnyi Group (segmentіv market analysis), and takozh neobhіdnіst zabezpechiti pіdpriєmstvu nayefektivnіshe vikoristannya sirovinnih, tehnologіchnih, fіnansovih that іnshih resursіv for vigotovlennya produktsії s nizkimi vitratami. Meta asortimentnoї kontseptsії polyagaє in tіm, dwellers spryamuvati pіdpriєmstvo on Key infrastructure tovarіv, SSMSC naybіlshe vіdpovіdayut strukturі that rіznomanіtnostі popitu specific pokuptsіv. Otozh, asortimentna kontseptsіya - tse svoєrіdna programa upravlіnnya rozvitkom virobnitstva that realіzatsії tovarіv. Tsіlova Chastina tsієї prog stosuєtsya optimіzatsії assortment structuring and software - peredbachaє zahodіv system dosyagnennya takoї structures in zazdalegіd viznacheny perіod. Dosyagnennya vіdpovіdnostі mіzh asortimentnim proponuvannyam tovarіv i popitom them bazuєtsya on viznachennі that prognozuvannі structuring assortment. For priskorenogo NAUKOVO-tehnіchnogo rozvitku virobnitstva that znachnoї diferentsіatsії potreb prognozuvannya tendentsіy rozvitku assortment on vіddalenu term Got nedostatnyu vіrogіdnіst. Tom prognozuyutsya deprivation golovnі napryamki rozvitku scho dopomozhut zabezpechiti maybutnіy rinkovy popit. The essence of formuvannya assortment polyagaє in planuvannі vsіh vidіv dіyalnostі, spryamovanih on vіdbіr produktіv for maybutnogo virobnitstva that realіzatsії on market analysis and takozh bring vlastivostey Tsikh produktіv in vіdpovіdnіst to vimog spozhivachіv. Zrozumіlo, scho tse at sutі, bezperervny processes, yaky zdіysnyuєtsya protyagom usogo zhittєvogo cycle product pochinayuchi s time zarodzhennya the brainchild right up viluchennya produktsії s tovarnoї prog.

Formuvannya merchandise assortment pіdpriєmstva nemozhlive without viznachennya yogo printsipovoї spryamovanostі, obsyagіv i suputnіh poslug. In Suchasnyj virobnitstvі OAO All tsі napryamki tіsno vzaєmozv'yazanі i do not diferentsіyuyutsya scho potrebuє dosyagnennya kompromіsu mіzh rіznimi areas virobnicho-komertsіynoї dіyalnostі pіdpriєmstva. In nayzagalnіshomu viglyadі [45] system formuvannya assortment peredbachaє zdіysnennya such zahodіv:

1) Flow i viznachennya promising potreb spozhivachіv, analіz nayavnih sposobіv vikoristannya produktsії i Especially spozhivchoї povedіnki on vіdpovіdnih Rink;

2) otsіnka tovarіv-analogіv scho їh viroblyayut competitors for themselves timey napryamkami;

3) critical otsіnka Vlasnyi virobіv that analogіchnoї produktsії konkurentіv s pozitsіy pokuptsіv;

4) koriguvannya assortment in zv'yazku Zi zmіnami rіvnya konkurentospromozhnostі okremih tovarіv;

5) vivchennya propozitsіy schodo stvorennya novih produktіv that polіpshennya vlastivostey viroblyuvanoї produktsії and takozh novih sposobіv an area vikoristannya product;

6) rozroblennya spetsifіkatsіy novih abo polіpshenih produktіv vіdpovіdno to vimog pokuptsіv;

7) vivchennya mozhlivostey virobnitstva novoї abo modernіzovanoї produktsії s urahuvannyam mozhlivih tsіn, sobіvartostі, rentabelnostі;

8) rozroblennya spetsіalnih rekomendatsіy for virobnichih pіdrozdіlіv schodo of Quality, naymenuvannya, packaging product zgіdno s result of carrying out viprobuvan virobu;

9) otsіnyuvannya vsogo assortment that Making Change log to Demba.

Ninі Je zagalnoviznanim those scho planuvannya that upravlіnnya the assortment - tse vazhliva th nevіd'єmna Chastina marketing. Krіm zbutu Tsey processes bezposeredno zachіpaє spherical virobnitstva, fіnansuvannya, materіalno-tehnіchnogo zabezpechennya and takozh s vzaєmovіdnosini tehnologіchnimi that konstruktorskimi pіdrozdіlami. Tom naslіdki pomilok admitted in planuvannі assortment, not shaping can Buti deprivation in maybutnomu neytralіzovanі polіtikoyu zbutu that zusillyami ADs. Sutnіst upravlіnnya the assortment polyagaє in stvorennі produktіv, SSMSC spozhivach bazhaє pridbati, s metoyu proponuvannya Tsikh tovarіv in neobhіdnih obsyagah i svoєchasno. Otzhe, planuvannya merchandise assortment - tse vazhlivy zasіb konkurentnoї Borotba. Upravlіnnya the assortment bazuєtsya on koordinuvannі vzaєmozv'yazanih vidіv dіyalnostі Naukova-tehnіchnoї, proektnoї, doslіdzhennya comprehensive market analysis, organіzatsії zbutu, servіsu, advertisements, stimulyuvannya popitu. Residual methane planuvannya - optimіzatsіya assortment h urahuvannyam strategіchnih rinkovih tsіley pіdpriєmstva. Fallow od obsyagіv zbutu, Especially produktsії, tsіley i zavdan scho stand before virobnitstvom, formuvannya assortment zdіysnyuєtsya rіznimi methods. However, the assortment upravlіnnya Got Booty bezposeredno pіdporyadkovane kerіvnikovі service marketing.
Printsipovimi rіshennyami in protsesі upravlіnnya vvazhayutsya the assortment:

• znyattya s virobnitstva unprofitable vidіv produktsії, її okremih models tiporozmіrіv;
• viznachennya neobhіdnostі doslіdzhen i rozroblen for stvorennya novoї produktsії that modifіkuvannya tієї scho vzhe vigotovlyaєtsya;
• zatverdzhennya planіv i program rozroblennya novih abo polіpshennya nayavnih produktіv;
• nadannya fіnansovih resursіv for vtіlennya zatverdzhenih program i planіv.

Of acceptance of deposits rіshen schodo assortment od fіnansovih mozhlivostey kerіvnitstva fіrmi, glibokogo Znannya rinkovoї kon'yunkturi, od mіstseznahodzhennya pіdpriєmstva and takozh od will konkurentsії that zagalnoї kupіvelnoї spromozhnostі spozhivachіv. Got the great significance of the camp-materіalno tehnіchnogo postachannya and takozh chinnik hour. Ostannє poyasnyuєtsya tim, scho not Got komertsіyny uspіh steel character zbіlshuyuchis i zmenshuyuchis s rіznih reasons tobto vіn Je funktsієyu hour. Planuvannya assortment pov'yazane takozh іz rozpodіlom virobnichih bearing-down for maximum vikoristannya nayavnih rinkovih mozhlivostey. Tsya problem uniquely uskladnyuєtsya through zrozumіlu obmezhenіst resursіv whether yakogo pіdpriєmstva.

In protsesі planuvannya assortment traditsіyno rozv'yazuєtsya power standartizatsії that diferentsіyuvannya product. Zi standartizatsієyu tovarіv pov'yazuyut znizhennya vitrat on virobnitstvo, rozpodіl, zbut i obslugovuvannya. Zavdyaki tsomu unіfіkuyutsya Elements of the marketing mix, priskoryuєtsya okupnіst іnvestitsіy. However Nadto great product standardization Mauger prizvesti to znizhennya vikoristannya potentsіynih mozhlivostey market analysis, nedostatno gnuchkoї reaktsії on zmіni rinkovih minds upovіlnennya vprovadzhennya innovations.

Diferentsіyuvannya product spriyaє povnіshomu vikoristannyu mozhlivostey market analysis that yogo okremih segmentіv; zapovnennyu quiet trademark nіsh de Absent konkurentsії abo won Neznachny. Vodnochase viznachennya such napryamku asortimentnoї strategії pov'yazane s neobhіdnіstyu modernіzatsії that zbіlshennya virobnichih bearing-down, diversifіkatsієyu that pereobladnannyam zbutovoї MEREZHI, rozshirennyam complex marketing. Mozhlivіst poєdnannya the standard i diferentsіyovanih tovarіv deposits od specific brain dіyalnostі producer otsіnyuєtsya i s looking around at kіntsevy result - obsyag zbutu that rіven yogo efektivnostі. Slіd zaznachiti scho naylіpshih rezultatіv dosyagayut fіrmi, strategіya yakih peredbachaє kompromіs mіzh standartizatsієyu that іndivіdualnimi Especially produktsії. Napriklad, FIRMA "Coca-Cola" eksportuє odnakovy concentrate on the backwaters, scho vigotovlyayut kіntsevu produktsіyu i rozmіschenі in rіznih Chastain svitu, ale nasichennya vuglekislotoyu, іntensivnіst koloru that tsukristіst satiated stale od traditsіynih mіstsevih smakіv.

Vazhlivim napryamkom upravlіnnya the assortment uvazhayut viluchennya (elіmіnuvannya) s virobnitstva nedostatno efektivnosti tovarіv. This product, scho vicherpav svoї rinkovі mozhlivostі, zavdaє themselves tіlki zbitkіv. Tom neobhіdnі chіtkі kriterії viluchennya zastarіlih tovarіv іz virobnicho zbutovoї-prog. Tsі kriterії toil bazuvatisya on ob'єdnanіy Informácie s usіh rinkіv schodo pokaznikіv realіzatsії product and takozh to systematically kontrolyuvannі stadіy yogo zhittєvogo cycle.

Efektivnіst upravlіnnya the assortment of i yogo planuvannya polyagayut in tіm, dwellers utіliti realnі that potentsіynі mozhlivostі pіdpriєmstva in such spoluchennі virobіv, yak zadovolnyaє require pokuptsіv on temple rіvnі that daє fіrmі dostatnіy Ziska. Oznachaє Tse, scho "whether yaky Novi goods Chi Hotel will uspіh mother, if їhnі of Quality is the characteristic i, smut, Vigoda od them will koreguvatisya іz timey require that RFQ, SSMSC іsnuyut on market analysis. W іnshogo side, whether yak bude mother pіdpriєmstvo trivaly progressive deprivation of zdіysnennya efektivnoї іnnovatsіynoї polіtiki "[55].

In the assortment of trademark protsesі upravlіnnya fіrmi vzhivayut takі Sunset:

• perіodichno revіzuyut nayavny assortment of i priymayut rіshennya schodo constructively for Change tovarіv i tehnologії virobnitstva and takozh stosovno dopovnennya merchandise assortment novimi virobami i viluchennya okremih tovarіv s virobnitstva;
• bezperervno kontrolyuyut vpliv zovnіshnіh chinnikіv - znizhennya that pіdvischennya popitu on okremі goods on okremih segments of market analysis, commercial zmіni proponuvannya competitors udoskonalennya tehnologії virobnitstva toscho;
• zdіysnyuyut tehnіchnі doslіdzhennya tovarіv i protsesіv їh spozhivannya fallow od potreb that encampments fіrmi to market analysis;
• zabezpechuyut vіdpovіdne obslugovuvannya spozhivachіv schodo organіzatsії vikoristannya tovarіv nayavnogo assortment that nadannya Relief in otsіnyuvannі spetsifіchnih іndivіdualnih vimog zamovnikіv;
• zabezpechuyut neobhіdnu іntensifіkatsіyu zusil for formuvannya popitu pid hour otsіnki, stvorennya that proponuvannya rinkovі new product further stimulyuvannya th popitu on Demba;
• zdіysnyuyut tsіlespryamovany Poshuk іdey novih tovarіv;
• zabezpechuyut koordinatsіyu zusil that the maximum operativnіst Act reasonably protyagom usogo processes rozroblennya new product.