高科技营销:俄罗斯联邦面临的挑战和机遇

I. Alyoshina
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引用次数: 0

摘要

研究的目的是寻找整体营销在解决俄罗斯经济高科技发展问题中的指导方针。文章揭示了在世界经济、地缘政治危机时期、制裁压力和全球创新联系中断的俄罗斯现实中,高科技解决方案营销的问题和机遇。对国内外研究的统计和专家评价结果进行了分析。提出了定义高技术的方法;它们作为营销对象的特点(复杂性,结果的高度不确定性),以及需求和竞争;各类资源投资风险高。创新能力,即产生和商业化跨越世界各区域工业、文化和市场边界的高科技创新的能力,被定义为经济的可持续性、竞争力及其发展潜力的必要条件。提出了整体营销概念中高科技营销的定义。在俄罗斯联邦,高水平的人力资本开发被定义为在销售高科技创新产品时采用创造性解决办法的先决条件。针对不同成熟程度的细分市场,提出了高科技产品生命周期部署的营销解决方案建议,指出了高科技营销中使用的方法和模型。强调向广大专业受众提供信息和教育的重要性。建议在社会经济体制的范围内将高技术视为创新系统的一部分。报告指出,高技术销售作为国家、技术和全球创新系统的一个组成部分的整体概念涉及体制和基础设施一级的决定。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
High-tech marketing: Challenges and opportunities for the Russian Federation
The purpose of the study is to search for guidelines for holistic marketing in solving the problems of high-tech development of the Russian economy. The article reveals the problems and opportunities of marketing for high-tech solutions in the Russian realities of the world economy geopolitical crisis period, sanctions pressure and the disruption of global innovation links. The results of statistical and expert evaluations of the Russian and foreign studies are analyzed. Approaches to the definition of high technologies are presented; their features as an object of marketing (complexity, high uncertainty of results), as well as demand and competition; high risks of investments of all types of resources. The innovativeness, ability to generate and commercialize high-tech innovations crossing the boundaries of industries, cultures and markets of the regions of the world, is defined as a necessary condition for sustainability, competitiveness of the economy and the potential for its development. The definition of high-tech marketing in the concept of holistic marketing is proposed. High level of human capital development in the Russian Federation is defined as a prerequisite for the use of creative solutions in marketing of high-tech innovations. The recommendations of marketing solutions for the deployment of the life cycle of a high-tech product for market segments of varying degrees of maturity are presented, the methods and models used in high-tech marketing are indicated. The importance of informing and educating a wide and professional audiences is emphasized. High technologies are proposed to be considered as part of innovative systems in the context of socio-economic institutions. It is noted that the holistic concept of high technology marketing as an element of national, technological and global innovation systems involves decisions at the institutional and infrastructural levels.
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