Innovative approaches to market segmentation and product positioning
V. D Sekerin , A. E Gorokhova
Izvestiya MGTU MAMI ›› 2014, Vol. 8 ›› Issue (1-5) : 14 -17.
Innovative approaches to market segmentation and product positioning
The article describes the innovative approaches to segmenting of markets and positioning of goods based on the reconstruction of the market space as a result of complex realizations of unique solutions due to both features of a company activity and specific socio-economic conditions of business activity. The basic directions of search for unoccupied market niches are revealed. The characteristics of two fundamentally different strategies of a company are compared: in the conduct of competition and in case of failure of this struggle due to formation of market zones which are free from the competition. A method of forming of market zones with free competition is suggested in the paper.
reconstruction of market space / market segmentation / product positioning / vacant market niches
| [1] |
Ким У Чан, Моборн Р. Стратегия «голубого океана» / пер. с англ. М.: НIРРО. 2005. -272 с. |
| [2] |
Секерин В.Д. Инновационный маркетинг: Учебник. - М.: ИНФРА-М, 2012. - 238 с. |
| [3] |
Секерин В.Д., Нижегородцев Р.М., Горохова А.Е., Секерин Д.В. Инновации в маркетинге / Под общей ред. В.Д. Секерина. - М.: МГУИЭ, 2013. - 252 с. |
| [4] |
Суханов П.С. Инновации и технологии как ключевые факторы развития информационно-коммуникационных технологий и рынка мобильных услуг // Научный журнал КубГАУ. - 2013. №86 (02) http://ej.kubagro.ru/2013/02/pdf/39.pdf |
Sekerin V.D., Gorokhova A.E.
/
| 〈 |
|
〉 |