home Finance Mercantile іnnovatsіyna polіtika - Kardash VY, Pavlenko I. A.

Mercantile іnnovatsіyna polіtika - Kardash VY, Pavlenko I. A.

Rozdіl 8 FUNKTSІONALNO-VARTІSNE OBҐRUNTUVANNYA ІNNOVATSІYNOGO PRODUCT

8.1. Meaning funktsіonalno-vartіsnogo analіzu in marketingovіy dіyalnostі

Fahіvtsі Zi service marketing, SSMSC take fate in stvorennі new product povinnі mother chіtke uyavlennya about kriterії ekonomіchnoї ratsіonalnostі іnnovatsіynih rіshen. Warehouse Tsikh kriterіїv od deposits mean that the product tsіlespryamovanostі otsіnok. Usі kriterії shaping can Buti umovno rozpodіlenі on Dvi groups: osnovnі that dopomіzhnі. Before the main kriterіїv nalezhat:

1) spіvvіdnoshennya korisnogo efekta tsіlovogo vikoristannya virobu іz zagalnimi vitratami on yogo stvorennya that ekspluatatsіyu protyagom zhittєvogo cycle;

2) spіvvіdnoshennya termіnіv efektivnosti funktsіonuvannya virobu perіodu th yogo that rozroblennya osvoєnnya;

3) uspіlno-іstorichna znachuschіst rezultatіv іnnovatsії, yak otsіnyuєtsya scale poshirennya that zastosuvannya, mіroyu її vplivu on rozvitok tsієї that sumіzhnih Galuzo.

Dopomіzhnі kriterії toil pohіdne values ​​i viznachayut efektivnіst product in okremіy sferі abo on okremih Etap. Napriklad such kriterієm mozhna vvazhati ekonomіchnu otsіnku efektivnostі modernіzatsії abo modifіkuvannya tovarіv. For rinkovoї Economy in protsesі otsіnyuvannya project that vprovadzhennya virobіv in virobnitstvo for kriterіy ekonomіchnoї dotsіlnostі all chastіshe take complex pokaznikіv scho viznachayut korisnіst tovarіv, їhnyu tehnologіchnu ratsіonalnіst that constructively poslіdovnіst. Convertible іnnovatsіynih tovarіv (tehnіchnі system obladnannya) virіshalnu role vіdіgrayut їhnya unіfіkatsіya, agregovanіst that mozhlivіst Shvidky perenalagodzhuvannya for virobnichih minds.

Cutaneous іdeya scho materіalіzuєtsya in іnnovatsіynomu produktі, zavzhdi potrebuє vitrat on vigotovlennya that ekspluatatsіyu, and to Got Booty ekonomіchno vipravdanoyu. Podolannyu superechnostey mіzh tehnіchnimi that ekonomіchnimi vimogami to product spriyaє funktsіonalno-vartіsny analіz (PVA), scho on cutaneous zdіysnyuєtsya etapі stvorennya product. In kraїnah s rozvinutoyu rinkovoyu ekonomіkoyu chastіshe zastosovuyut vartіsny analіz (VA), ale for oboh taken as a basis funktsіonalny principle. Tsey principle Got Dvi tіsno pov'yazanі Chastain. Persha Je Sotho Marketing i peredbachaє scho spozhivacha tsіkavit not Vlasnyi goods and funktsії scho їh proponuyut spozhivachevі. Tom in Novi virіb treba zakladati deprivation Ti funktsії, SSMSC tsіkavlyat spozhivacha. Zrozumіlo, scho th rіven of Quality product takozh Got Booty priynyatnim for pokuptsya. Another principle Chastina peredbachaє usunennya s virobu vsіh zayvih funktsіy, SSMSC zbіlshuyut vitrati on yogo rozroblennya, virobnitstvo, zbut i ekspluatatsіyu. Otzhe, PVA mozhna rozglyadati yak Complex analіtiko-methodically aparata for mіnіmіzatsії vitrat fіrmi the goods for dostatnіh for tsіlovogo Rinku rіvnіv yogo yakіsnih characteristics. W tsogo viplivaє, scho on rіvnі base printsipіv PVA Je vazhlivim іnstrumentom marketing. Zrozumіlo scho Takeo tverdzhennya fair obov'yazkovoї deprivation of minds on until chinnikіv quiet, scho doslіdzhuyutsya need spozhivacha.

Osnovnі zavdannya PVA, SSMSC pov'yazanі s innovations can sformulyuvati so. According au-Perche, zmenshennya vitrat on virobnitstvo product for odnochasnogo zberezhennya abo yogo polіpshennya of Quality. Ostannє Je vazhlivim chinnikom konkurentnoї Borotba, Especially on Etap zrіlostі i downturn zhittєvogo product cycle. Znizhennya sobіvartostі produktsії i zagostrennya tsіnovoї Borotba in tsomu razі toil virіshalne values. Alternatively, spriyannya adaptatsії product to market analysis tsіlovogo fіrmi. For Relief PVA zabezpechuєtsya vіdpovіdnіst product characteristics vimogam vіdpovіdnogo spozhivchogo segment. Dosyagaєtsya tse Key infrastructure novih tovarіv segmentіv for market analysis, scho їh osvoyuє FIRMA. In tretє, s Relief PVA zdіysnyuєtsya takozh Poshuk, otsіnyuvannya that realіzatsіya іdey schodo printsipovogo do updates assortment tovarіv for vzhe osvoєnogo market analysis.