Open AccessCONCEPT OF MANAGEMENT OF THE SYSTEM OF MARKETING OF INNOVATIVE PRODUCTS
Author(s) -
Serhii Zatsarynin
Publication year - 2021
Publication title -
problemi sistemnogo pìdhodu v ekonomìcì
Language(s) - English
Resource type - Journals
ISSN - 2520-2200
DOI - 10.32782/2520-2200/2021-2-27
Subject(s) - context (archaeology) , sales management , process (computing) , product (mathematics) , computer science , process management , information system , product marketing , marketing management , management system , focus (optics) , object (grammar) , marketing , knowledge management , business , marketing strategy , engineering , operations management , paleontology , geometry , mathematics , electrical engineering , biology , operating system , physics , optics , artificial intelligence
Strengthening and expanding market positions, finding new customers and consolidating regular customers, optimizing the product range, the development of product channels is achieved by forming a sales system. The purpose of the study is to create a conceptual model of management of the sales system of innovative products. This will allow you to most clearly define the goals of innovation and shape the company's development trajectories. The sales system is a multidimensional object, which is characterized by interaction with other systems that are part of the same environment. The sales system develops both due to the laws of its own evolution (self-development) and due to the implementation of special management decisions of a marketing nature. The main method of analysis of objects within the system paradigm is a qualitative and quantitative comparison of the studied system with other systems. In the context of this study in the management of the sales system provides an analysis of the self-organization of the economic system within the synergetics, and the creation of applied organizational and economic tools that could be used in solving innovation management problems. In practice, this is due to the management of information arrays and information flows of the distribution system. The exchange of information in the process of selling products allows you to: focus on the holistic characteristics of the object of study; to reach the level of solving integration problems of external and internal communications; focus on key areas for improving the sales system of the enterprise; explore the content of sales opportunities of the enterprise. The paper proposes the concept and principles of sales system management, which takes into account the features and organizational capabilities of the enterprise and the specifics of consumer behavior of innovative products. During the development of the concept, logical relationships were established between the principles and key factors that influence the behavior of consumers and organizations in the sale of high-tech goods at the stages of their life cycle. When developing a mechanism to ensure the stability of sales and achieve a synergistic effect between production and market systems, problem areas between the systems were identified and causal links between them were established.