{"id":11138,"date":"2023-03-31T07:36:53","date_gmt":"2023-03-31T05:36:53","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=11138"},"modified":"2024-05-13T14:57:18","modified_gmt":"2024-05-13T12:57:18","slug":"hodnotova-inovacia-blue-ocean","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/hodnotova-inovacia-blue-ocean\/","title":{"rendered":"Hodnotov\u00e1 inov\u00e1cia Blue Ocean"},"content":{"rendered":"<h2>Trhov\u00fd priestor<\/h2>\n<p>Na trhu sa vyskytuj\u00fa dva druhy trhov\u00e9ho priestoru a s t\u00fdm spojen\u00e9 pojmy:<\/p>\n<ul>\n<li>Red Ocean &#8211; \u010derven\u00e9 oce\u00e1ny, predstavuj\u00fa zn\u00e1my trhov\u00fd priestor<\/li>\n<li>Blue Ocean &#8211; modr\u00fd oce\u00e1n &#8211; segmenty, v\u00fdklenky na trhu, dnes <a href=\"https:\/\/www.euroekonom.sk\/manazment\/marketingovy-manazment\/bariery-vstupu-a-vystupu-z-odvetvia\/\">neexistuj\u00face odvetvia<\/a> a trhov\u00fd priestor, ktor\u00fd nie je doteraz zn\u00e1my<\/li>\n<\/ul>\n<p>Konkurenti v modr\u00fdch oce\u00e1noch nezohr\u00e1vaj\u00fa \u017eiadnu \u00falohu, lebo pravidl\u00e1 hry len \u010dakaj\u00fa na svoje ur\u010denie. Povzbudzuje sa dopytov\u00e1 strana ekonomiky tak, \u017ee sa roz\u0161iruj\u00fa existuj\u00face trhy a vytv\u00e1raj\u00fa sa nov\u00e9 trhy.<\/p>\n<h2>Hlavn\u00e9 princ\u00edpy modr\u00e9ho oce\u00e1nu<\/h2>\n<p>Medzi hlavn\u00e9 princ\u00edpy Blue Ocean patria:<\/p>\n<ul>\n<li>rekon\u0161truovanie hranice trhu (riziko h\u013eadania)<\/li>\n<li>zameranie sa na celkov\u00fd obraz, nie na podrobn\u00e9 \u010d\u00edseln\u00e9 \u00fadaje (<a href=\"https:\/\/www.euroekonom.sk\/operacne-planovanie-a-planovanie-operacii\/\">riziko pl\u00e1novania<\/a>)<\/li>\n<li>presiahnutie doteraj\u0161ej ponuky (riziko rozsahu)<\/li>\n<li>navrhnutie spr\u00e1vneho sledu strategick\u00fdch krokov (riziko podnikate\u013esk\u00e9ho modelu)<\/li>\n<li>prekonanie k\u013e\u00fa\u010dov\u00fdch organiza\u010dn\u00fdch prek\u00e1\u017eok (organiza\u010dn\u00e9 riziko)<\/li>\n<li>za\u010dlenenie realiz\u00e1cie ako s\u00fa\u010das\u0165 strat\u00e9gie (<a href=\"https:\/\/www.euroekonom.sk\/riziko-financneho-investovania-a-financny-trojuholnik\/\">mana\u017e\u00e9rske riziko<\/a>)<\/li>\n<\/ul>\n<h2>Hodnotov\u00e9 inov\u00e1cie<\/h2>\n<p>Hodnotov\u00e1 inov\u00e1cia znamen\u00e1 k\u013e\u00fa\u010dov\u00fd prvok vytv\u00e1rania modr\u00fdch oce\u00e1nov, preto\u017ee je to inov\u00e1cia, ktor\u00e1 m\u00e1 priamy vz\u0165ah k tomu, \u010do oce\u0148uj\u00fa z\u00e1kazn\u00edci. Hodnotov\u00e1 inov\u00e1cia by mala poskytova\u0165 nov\u00fd poh\u013ead na to, \u010do organiz\u00e1cia z\u00e1kazn\u00edkovi pon\u00faka.<br \/>\nHodnotov\u00e1 inov\u00e1cia m\u00e1 z\u00e1rove\u0148 obmedzi\u0165 (napr. redukova\u0165) komunik\u00e1ciu smerovan\u00fa na cenov\u00e9 akcie, vyzdvihn\u00fa\u0165 a preh\u013abi\u0165 sortimentu produktov, zru\u0161i\u0165 \u010das\u0165 sortimentu, ktor\u00fd z\u00e1kazn\u00edk nevyh\u013ead\u00e1va. \u010ealej m\u00e1 vytvori\u0165 zavedenie nov\u00fdch slu\u017eieb, ktor\u00e9 <a href=\"https:\/\/www.euroekonom.sk\/marketing\/vseobecny-marketing\/hromadny-a-cieleny-marketing-marketing-na-urovni-zakaznikov\/\">pril\u00e1kaj\u00fa nov\u00fdch z\u00e1kazn\u00edkov<\/a>, vyu\u017e\u00edva\u0165 pojem miera zaujatosti na tvorbu skup\u00edn z\u00e1kazn\u00edkov namiesto pou\u017e\u00edvania demografick\u00fdch a in\u00fdch znakov.<\/p>\n<h2>Miera zaujatosti<\/h2>\n<p>Hodnotov\u00e1 inov\u00e1cia m\u00e1 disponova\u0165 mierou zaujatosti , to znamen\u00e1 \u010domu z\u00e1kazn\u00edk pri produkte prisudzuje hodnotu, preto\u017ee pri vysoko (r\u00fdchlo) obr\u00e1tkovom tovare je n\u00edzka miera zaujatosti a pri n\u00edzkoobr\u00e1tkovom tovare je vysok\u00e1 miera zaujatosti.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trhov\u00fd priestor Na trhu sa vyskytuj\u00fa dva druhy trhov\u00e9ho priestoru a s t\u00fdm spojen\u00e9 pojmy: Red Ocean &#8211; \u010derven\u00e9 oce\u00e1ny, predstavuj\u00fa zn\u00e1my trhov\u00fd priestor Blue &hellip; <\/p>\n","protected":false},"author":17,"featured_media":25255,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[150,551],"tags":[],"class_list":["post-11138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investovanie","category-podnikam"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hodnotov\u00e1 inov\u00e1cia Blue Ocean<\/title>\n<meta name=\"description\" content=\"Trhov\u00fd priestor: Red Ocean a Blue Ocean - modr\u00fd oce\u00e1n. 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