Маркетингові технології проектування продукту
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Date
2020
Authors
Россоха, Володимир
Череднікова, Єва
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Journal ISSN
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Abstract
У статті викладено теоретичні засади маркетингових технологій проектування й розроблення продукту з урахуванням потреб споживачів. Визначено сутність і принципи технологій "Дизайн мислення" і "Канва ціннісної пропозиції". Розглянуто поетапну модель "дизайну мислення", що спирається на усвідомлення потреб майбутніх клієнтів, включає збір та аналіз інформації щодо визначення основних проблем і побажань споживачів та ідей "дизайнерів", які становлять основу конкретного продукту. Опрацьовано технологічні процеси створення й тестування ціннісних пропозицій з метою виділення цільової групи, визначення цілей клієнтів, деталізації портрета споживача, включення в ціннісну пропозицію факторів допомоги споживачу, виокремлення очікуваних клієнтом вигод та створення пропозиції, що задовольняє його конкретні проблеми. Обґрунтовано важливість використання цих технологій у процесі проектування нового продукту. Запропоновано концепцію поєднання технологій для створення привабливого для цільового споживача продукту.
The article includes the theoretical foundations of marketing technologies for product design and development, taking into account the needs of consumers. It is proved that the marketing concept of focusing on the product backs down to the concept of managing all the company's processes on the basis of marketing including the product development. Companies are giving up on imposing their products and more often considering their customers not as "end users" but as participants in a bilateral process. Thinking about the marketing system in general, companies can find more marketing opportunities. At the same time, the best and more successful brands that focus on a consumer as a person have common features that can be traced. Theoretical and practical principles of marketing design technologies have been the subject of deep research by scientists and practitioners, but they lack a systematic approach to the conceptual combination of marketing design technologies of an attractive product offer to the target consumer. Practical work on the development and release of a new product is mainly focused on its universal characteristics and their study in order to identify the best solutions for the promotion of this product on the market. However, in modern conditions it is necessary to focus not on marketing efforts for product promotion, but on the development of such a product that will be in demand, as it will be created with consideration of the needs of consumers. Modern concepts offer, first of all, technologies of marketing design and product development that will meet the consumers` needs. "Thinking design" and "Canvas of value proposition" technologies were selected among them. The essence and principles of these technologies were determined. A step-by-step model of design thinking based on awareness of the needs of future customers was considered, including collection and analysis of information regarding determination of the main problems and wishes of consumers as well as the ideas of "designers" that form the foundation of a particular product. Technological processes of creating and testing value proposals in connection with the selection of the target group with the definition of customer goals, detailing the portrait of a consumer, inclusion in the value proposition of the consumer assistance factors, determining the client expected benefits and creating an offer that meets its specific problems, are worked out. The importance of using these technologies in designing a new product is motivated. The concept of combining technologies on unique product creation for the target consumer is proposed.
The article includes the theoretical foundations of marketing technologies for product design and development, taking into account the needs of consumers. It is proved that the marketing concept of focusing on the product backs down to the concept of managing all the company's processes on the basis of marketing including the product development. Companies are giving up on imposing their products and more often considering their customers not as "end users" but as participants in a bilateral process. Thinking about the marketing system in general, companies can find more marketing opportunities. At the same time, the best and more successful brands that focus on a consumer as a person have common features that can be traced. Theoretical and practical principles of marketing design technologies have been the subject of deep research by scientists and practitioners, but they lack a systematic approach to the conceptual combination of marketing design technologies of an attractive product offer to the target consumer. Practical work on the development and release of a new product is mainly focused on its universal characteristics and their study in order to identify the best solutions for the promotion of this product on the market. However, in modern conditions it is necessary to focus not on marketing efforts for product promotion, but on the development of such a product that will be in demand, as it will be created with consideration of the needs of consumers. Modern concepts offer, first of all, technologies of marketing design and product development that will meet the consumers` needs. "Thinking design" and "Canvas of value proposition" technologies were selected among them. The essence and principles of these technologies were determined. A step-by-step model of design thinking based on awareness of the needs of future customers was considered, including collection and analysis of information regarding determination of the main problems and wishes of consumers as well as the ideas of "designers" that form the foundation of a particular product. Technological processes of creating and testing value proposals in connection with the selection of the target group with the definition of customer goals, detailing the portrait of a consumer, inclusion in the value proposition of the consumer assistance factors, determining the client expected benefits and creating an offer that meets its specific problems, are worked out. The importance of using these technologies in designing a new product is motivated. The concept of combining technologies on unique product creation for the target consumer is proposed.
Description
Keywords
продукт, маркетинг, технологія, процес, пропозиція, потреба, споживач, стаття, product, marketing, technology, process, supply, need, consumer
Citation
Россоха В. В. Маркетингові технології проектування продукту / В. В. Россоха, Є. А. Череднікова // Ефективна економіка : електронний журнал. - 2020. - № 6. - [7] с. - DOI: 10.32702/2307-2105-2020.6.4