home Finance Commodity innovation - Kardash V. Ya., Pavlenko І. A.

Commodity innovation - Kardash V. Ya., Pavlenko І. A.

6.2. Загальні поняття та класифікаційні знаки нового товаров

Naichastishe znovim product to obyazyuyut the result of creative poshuku, yaky suttєvo polischuyu rozv'yanya pevnyi vіdі vіdomoї problems spozhivacha, posі rozv'yazuє problem, shо rіsіshe vzagali not delivered. In such a rozuminnya ponattya "new product" maє bagatom tlumachen, z-pomozh yakih nihaposhirenimimi є three.

In a nutshell, let's start vvazhayut be-such virіb, виробництво kotrogo rozpochalos ubershe. At the point of time, for the criterion of novelty, a virobu needs to take an hour, potrebny for yogo mastering and virobnitsva, and not yakisnu svoeridnist.

In a different way, vio-kremljuyut sama vidiki vidmіnostі new goods vіd yogo analogіv that prototypes. Such a sign, for example, can be a pedophile with a blessing of a commodity that is not yet consumed by consumers. We are new to the product of the deed of authorization of the knowledge of innovation, which have been dealt with in progressive climes, as well as the product in the quiet, but in the past. Ці зміни mozhut stosuvatisya sirovini, materіalіv, konstruktsii, tehnologii, design tochno.

By-tretє, vyhodyat not z odnієї znaki, and iz supkostnost znak, shcho characterize ti chi ti parties novizni virobu. For such a receipt it is possible to see the following novelties for goods:

Зміна зовнішнього оформлення за збереження головных споживчих властей;

Partkova zmіna sobzhivchih vlastovostey zavdyaki polyshennyu basic tehnichnyh characteristics, ale without the principle of technology technology vigotovlenya;

Znakopova zmіna sobzhivchikh vlastovostey, yaka to introduce suttivi korektivya beside spisіb zadovolennya vidomoy prodazh;

Securing goods, but not analogies.

In the course of the practical work, the most important is the interpretation of the new productions of the posi- tion of the virgin: original, modernized, modifikova, noskononalena, individualnoy vikonannya, mastered by vibrobitvtvom behind the cordon, mastered by vibrobitvtom on the Ukrainian pidpriemstva, vidremontova, z vіdhodiv vibrobitvva, vikoristan.

Original virіb - tse prinimpov novy virіb, kot doteperіsіnyі інженерний досвід does not know analogues of this most constructive vіkonnannya іn thіѕ chi chastovіkі zapadku sobyvchih authorities. The originality of the virobue is seen on the basis of a patent granted by an author's confession.

Ontovleni virіb - tse virіb, constructively vіkonannya yakogo іn chastno zmіneno for zaberezhennіa neіvnogo polіpsennya yogo sobіvіchih authorities.

Modernizations of viribs - tse of versions of virіb, rozrobleniy zamіst of that, sho virobljavsja earlier. U nyomu nayavnі chastkovki zmіni konstrukcii, zdіysneni na prinimy novyotnykh naukovo-tehnichnyh dosyagnen. The prototype of the vicarious (vihidnogo) modernizations virіb має такі самі або поліпшені споживчі властивості.

Modifikovany virіb - tse takozh izvolenyi virіb, rozrobleniy zmіistі of that, шо раніше vypuskavsya, z metodu rozshirennya spary zastosuvannya. Such a virіb vіdіznyayatsya vіd alternate додатковими поживчими authorities.

Udoskoneneniya virіb - tse otvolenij virіb, kotriy mє takіі samі sobіzhivchі vlastovostі shchі zdorodnіy. Vodnochas u nyomu є konstruktivnі zmіni, pov'yazannyі z opedennyam progressivnoy tehnologii te materіalіv, utilennjam vinokhodiv і ratsіonalizatorskikh proposoziіy.

This is the rank, the vibrotic sight for the marketing for marketing purposes, the original and the modified virobi, which can be found in the area of ​​the rink avalanche, can be invaded by those new products.

Absolutely new (pioneer) products in a non-envelope manner. Z them nayachastishe ototozhnyot taky so-so, kotrі zdatnі peretoriti mirії people on realnist. For all the history of the people of such goods, it is impossible to deprive them of their property. Zdebolshogo marketers mait the right to a full product, a kind of pidvishchu spozhivchu tsinnist virobіv (ambassador), kotryi rііshe zadovolnyali pevnі consumer (modifikatsii ta modernizovaniya virіb). Najchastishe z nastottyam novyi produkt (product-novatsy) ototozhnyuetsya virіb, yaky mє novі abo dodatkovі functііonalnі mozlovistі, zmіni u formi, designі, packings, sho moyut znachennya for spizhivacha. Fundamentals of marketing for marketing are spreading to the market of goods of rink innovation. Such a product is guilty of satisfying the need for a new one, it is necessary to make sure that it is satisfactory to satisfy them in any way, or to rozshiryuvati colo spozhivachiv. Yaksho wings product mya bahatto novih technicheshih rіshen, ale zadovolnyaє tі sami sіmіѕі mіme those саме коло споживачів, yogo can not be vvazhati commodity rinkovoy novyzni. Otzhe, sama rіvenь ринкової новизни товарів і визначальним для успіху інноваційної діяльності підприємства. For tsієyu znakoyu rozriznyayut com, novy i yak for galuzi in tsilomu so i for grupi pіdpriemstv. Otzhe, novyi com mozhut hoplyuvaty local, systemno abo strategichnyi chastinki rinku i mati odinichne nebo difuzne rozpusyugzhennya. Найчастіше джерелами виникнення товарів ринкової новизни є: бачення винахідника; Signaling; Логіка розвитку галузі; Result of the science of dosleness; Дії конкуренів.
Slid zaznachiti, scho American school marketing vosny look at the classification of new products. So, American marketers, basing themselves on the results of ostezhennya 700 firms and 13,000 newcomers that product promulgation, rasprobili taku klasifikatsyu:

- a companion of innovation 10%

- нові for фірми товари 20%

- rozirennya gami productiv 26%

- it's made 26%

- зміни в позиціюванні товару 7%

- speedy vitration (vibrochnica інновація) 11%

At tsій класифікації a fellow of the novelty of novelty does not ototozhneyutsya with absolutely new (pioneer) goods. We impart water to the posi- tioners of the world to engage in acquiring the characteristics of goods in purchases.

Zagalnovidomo, sho far not kozhna iideya a new product vtiljutsja in rjatrtoprosprodzhannyj the goods, such reach komercicnyj uspehu. To Tom, before proceeding to the new commodity, it is necessary to exaggerate:

Sphere mozlivogo zastosuvannya goods, a colony of yogo potentsicnyh spizhivachіv ta їhnju chiselnist;

Наявні ресурси виробництва і збуту;

Nepohіdnі zmіni u vibrobnitsvі t zbuti, sprinkineni by the transition to the vipuska of a new product, that is in the course of vitrati;

Mozhilі riziki, at tіm nalichіімімовірність konkuruvannya new goods з тмими, що long vіgodovlyayutsya фірмою (commodity канібалізм);

Mozvolostі sumіschenya new goods for tehnologієyu ta methods of realizatsii with goods that have been developed by virbitntsvom.

At the international level, it is not difficult to vigilate a single virib, but a broad parametric series is available - products line (product line). Наприклад, набір дрилів one type, але різної потужності (5-10 наймениувань). Parametrnya ryadi for kіlokh tipіv drilіv u sykupnostі storazyut assortimentny nabir (product mix). Що ширший асортиментний набір, then більшою є ймовірність, scho-yakiy kupepets know the necessary goods. Shiroki parametrichnye ryadi dopomagayut gnuchko reaguwati on perehіd to the goods in one stadії zhіtnevogo cycle in іnshu. At stadiyah dostavahdzhennya goods on the market dotsilno davati tylki naybіlsh chodі model, on stadії zrostanya - rossyruvati nabir, on stadії зрілості - постачати набір виробів усього Parametric series.

Zaprovazhennya on the market of a new product zavzhdi zhazhdyazane zarizikom, and then prodazentsent moe bouti prefabricated before the shoe vynok vidkini product, i masit mati in the stock i nish product that marketing program pidnogo. At znachnіy mіrі zabіbіgti nevdacham допомагає довгострокове планування та стратегічне управлявління a product. Efektivne dovgostrokove planuvannya produktsii need: systematic digestion that rozroben; Зіставлення вимог споживачів до продукції з можливовыми фірми; Great respect to the results of the assessment of the productiv- ity of the planters; Сутєвих витрат часу і коштів; Defensive and offensive strategy. The method of strategic management is to prevent successful competition. The head of the strategic management team is to enter the matrix of positioning and SWOT-analiz, which otrimav name for the first litters anglіyskih slov Strengths, Weakness, Opportunities, Threats (Threats). SWOT-аналіз perebacha otsinku vnutrishnih strong and weak stіrіn фірми, а and takozh analiz mozlivostej that zagroz zovnіshnogo biznesovogo sredovischa.