Peculiarities of product policy in the internet of things

Abstract

A marketing analysis of the Internet of things problem was carried out, which showed that the development of the Internet of things will have in the near future a significant impact on the markets for goods and services, product policies in a number of industries, and, above all, the trade industry. The conceptual foundations of the development of the Internet of things have been explored. It is shown that an element of the “thing” interaction system will become an active participant in business processes, information and social processes in the future, and will be able to interact and exchange information about the environment, respond to and influence processes occurring in the outside world, without human intervention. The development of the Internet of things implies significant changes in the formation of product policies, enterprises producing various goods, trade, services. It is recommended to consider the Internet of things during formation of development strategies as an integral part of the innovative assortment policy, aimed at creating new products, imparting new properties and characteristics to the manufactured goods. Opportunities for entering new markets are defined within the framework of the interaction marketing and the Internet of things concept. Structural changes in the product policy have been revealed under the influence of the development of the Internet of things that determine that the formation of development strategies within the concept of the Internet interaction of things should be viewed as an innovation trend in product policy, mainly focused on: the creation of new “smart” goods and services; imparting new functions to the traditional products within the framework of the “product-external environment” interaction; the formation of new markets for devices, equipment, systems of interaction of various objects. The peculiarities of the communicative policy, aimed at the formation of a new everyday culture, focused on the ecology of technological innovations based on the understanding of the deep interrelation of human, natural and technological, have been defined.