文章基本信息

标题：TRENDS OF MARKETING INNOVATIONS IN THE MARKET OF CONSTRUCTION PRODUCTS
本地全文：下载
作者：Оleksandr Deineha ; Oksana Palamarchuk
期刊名称：Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej
印刷版ISSN：2543-9103
电子版ISSN：2543-411X
出版年度：2021
卷号：25
期号：3
页码：5-11
DOI：10.19192/wsfip.sj3.2021.1
语种：English
出版社：Bielsko-Biała School of Finance and Law
摘要：Modern construction companies when planning their own activities must take into account the current needs of consumers, which allows them to form a competitive offer in the market. The results of the study of the local construction market showed such priority needs of consumers when choosing housing as comfort, safety, energy efficiency, architecture, «yard without cars». It is established that any innovations in the field of construction have significantly positive consequences. Buyers have significantly expanded the range of choices not only by price or location of housing, but also by the number of bonuses provided by developers. In addition to the types of innovations and their application, which were identified during the evaluation of the development of construction companies at the local level, the condition of construction projects of each city developer was assessed. According to the results of the study, three groups of enterprises were identified by the intensity of the use of innovations in their activities: innovators, moderate innovators, outsiders.
关键词：competition;innovation;market research;consumer needs;effective demand;market share