ІННОВАЦІЙНА ПОЛІТИКА РОЗВИТКУ СФЕРИ ПОСЛУГ НА ЗАСАДАХ МАРКЕТИНГУ

Abstract

The article is devoted to the study of innovative policy of service development on the basis of marketing. For the services sector, to a much greater extent than for the manufacturing sector, the characteristics of consumers or customers, their attitudes to innovation and the receptivity of new products or services play a role. The classification of categories of consumers of innovations is based on statistical patterns of consumer behavior, which relate differently to innovation. An important role in increasing the innovative activity of enterprises is played by the selection and implementation of the appropriate strategy of innovative development of the enterprise. To determine the future strategy of the enterprise requires information on the magnitude of innovation potential and the level of its use. Assessing the level of innovation potential is an urgent task, as its solution allows to make strategic and tactical decisions on the innovative development of the enterprise and the development of its sustainable competitive advantages. It is shown that in the field of services marketing approaches can ensure the implementation of priority areas of development. Examples of motivation to implement innovative changes in the company can be the maintenance and growth of competitiveness, customer satisfaction, behavior of competitors, changes in the technological environment of the company in a broad sense, the analysis conducted by consulting firms. Internal sources are usually the ideas and decisions of senior management, analytical development of their own research centers. The innovation process in the modern sense is not limited to the first appearance on the market of a new product, service or bringing to design capacity of new technology. As innovation spreads, it improves, becomes more efficient, and acquires previously unknown consumer properties. This opens up new areas of application, markets and new consumers