{"title":"电子贸易创新的传播","authors":"Iryna Onofriichuk","doi":"10.31617/1.2024(153)05","DOIUrl":null,"url":null,"abstract":"In terms of market relations, the effectiveness of marketing systems is a decisive factor in the competitiveness of the enterprise. In today’s world, enterprises cannot exist without the introduction of innovative processes into production or to existing goods or services. The application of innovations in marketing, which increases profitability by 10%, is extremely relevant today, so there is an urgent need to study the spread of innovations in e-trade, taking into account marketing management. The aim of the article is to determine the impact of marketing management on the spread of innovations in e-trade. The research was conducted using methods of theoretical generalization and grouping; formalization and synthesis; principles of scientific content analysis. In order to assess the significance of the influence of the components of the marketing complex on the spread of innovations in e-trade, for the reliability of the research results and the justified choice of strategies, the model of F. Bass was chosen, which is characterized by the universality of application and the classification of e-consumers into social groups: innovators, early followers, early majority, late majority and outsiders. Price and promotion (advertising) are found to affect the size of the e-trade market, taking into account the elasticity of demand and the growth dynamics of the e-trade market size. Innovations ensure the further development of successful business and maintaining competitive positions on the market, therefore demand forecasting is a priority area. Marketing mix management affects all key elements of the Bass model, including innovativeness and imitation rates, total e-trade market size, and diffusion rates. It was found that the price is the dominant factor in the diffusion of innovations, and the effect of advertising is cumulative during the life cycle of the innovative product, which positively affects both the size of the market and the speed of diffusion of innovations.","PeriodicalId":487010,"journal":{"name":"SCIENTIA FRUCTUOSA","volume":"43 30","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Diffusion of innovations in e-trade\",\"authors\":\"Iryna Onofriichuk\",\"doi\":\"10.31617/1.2024(153)05\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"In terms of market relations, the effectiveness of marketing systems is a decisive factor in the competitiveness of the enterprise. In today’s world, enterprises cannot exist without the introduction of innovative processes into production or to existing goods or services. The application of innovations in marketing, which increases profitability by 10%, is extremely relevant today, so there is an urgent need to study the spread of innovations in e-trade, taking into account marketing management. The aim of the article is to determine the impact of marketing management on the spread of innovations in e-trade. The research was conducted using methods of theoretical generalization and grouping; formalization and synthesis; principles of scientific content analysis. In order to assess the significance of the influence of the components of the marketing complex on the spread of innovations in e-trade, for the reliability of the research results and the justified choice of strategies, the model of F. Bass was chosen, which is characterized by the universality of application and the classification of e-consumers into social groups: innovators, early followers, early majority, late majority and outsiders. 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引用次数: 0
摘要
在市场关系方面,营销系统的有效性是企业竞争力的决定性因素。在当今世界,企业的存在离不开在生产或现有商品或服务中引入创新流程。创新在营销中的应用可将利润率提高 10%,这在当今具有极其重要的意义,因此迫切需要研究创新在电子贸易中的传播情况,并将营销管理考虑在内。本文旨在确定营销管理对电子贸易创新传播的影响。研究采用了理论概括和分组的方法、形式化和综合的方法以及科学内容分析的原则。为了评估营销综合体各组成部分对电子贸易创新传播的重要影响,为了研究结果的可靠性和战略选择的合理性,选择了 F. Bass 的模型,其特点是应用的普遍性,并将电子消费者划分为不同的社会群体:创新者、早期追随者、早期多数人、后期多数人和局外人。考虑到需求弹性和电子贸易市场规模的增长动态,发现价格和促销(广告)会影响电子贸易市场的规模。创新是进一步发展成功业务和保持市场竞争地位的保证,因此需求预测是一个优先领域。营销组合管理会影响巴斯模型的所有关键要素,包括创新和模仿率、电子贸易市场总规模和扩散率。研究发现,价格是创新扩散的主导因素,广告效应在创新产品的生命周期内是累积性的,对市场规模和创新扩散速度都有积极影响。
In terms of market relations, the effectiveness of marketing systems is a decisive factor in the competitiveness of the enterprise. In today’s world, enterprises cannot exist without the introduction of innovative processes into production or to existing goods or services. The application of innovations in marketing, which increases profitability by 10%, is extremely relevant today, so there is an urgent need to study the spread of innovations in e-trade, taking into account marketing management. The aim of the article is to determine the impact of marketing management on the spread of innovations in e-trade. The research was conducted using methods of theoretical generalization and grouping; formalization and synthesis; principles of scientific content analysis. In order to assess the significance of the influence of the components of the marketing complex on the spread of innovations in e-trade, for the reliability of the research results and the justified choice of strategies, the model of F. Bass was chosen, which is characterized by the universality of application and the classification of e-consumers into social groups: innovators, early followers, early majority, late majority and outsiders. Price and promotion (advertising) are found to affect the size of the e-trade market, taking into account the elasticity of demand and the growth dynamics of the e-trade market size. Innovations ensure the further development of successful business and maintaining competitive positions on the market, therefore demand forecasting is a priority area. Marketing mix management affects all key elements of the Bass model, including innovativeness and imitation rates, total e-trade market size, and diffusion rates. It was found that the price is the dominant factor in the diffusion of innovations, and the effect of advertising is cumulative during the life cycle of the innovative product, which positively affects both the size of the market and the speed of diffusion of innovations.