msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.38050/01300105202138msuecon-770Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESКомпоненты ценностного предложения, основанного на продаже решений в экосистеме ретейлеровComponents of a value proposition based on selling solutions in the ecosystem of retailershttps://orcid.org/0000-0002-1216-2168ГеоргиевскийА. Б.GeorgievskiyA. A. B.

Георгиевский Антон Борисович – аспирант

Москва

Moscow

1520789@mail.ruНИУ «Высшая школа экономики»РоссияNRU Higher School of EconomicsRussian Federation20211710202103158200Copyright © Георгиевский А.Б., 20212021Георгиевский А.Б.Georgievskiy A.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/770

Статья посвящена изучению подходов к определению ценностного предложения и построению экосистемного ценностного предложения в сфере розничной торговли. Целью данной работы является определение компонентов ценностного предложения, основанного на продаже решений в экосистеме ретейлеров. Объектом исследования является ценностное предложение, основанное на продаже решений в экосистеме ретейлеров, а предметом исследования — его компоненты. В качестве метода исследования использован метаанализ академических и консалтинговых работ, посвященных формированию ценностного предложения. В работе рассмотрены подходы к определению ценностного предложения, определены компоненты ценностного предложения, проведена их классификация на основе степени универсальности и используемого подхода (организационный, отношенческий и клиентский). Проведена классификация существующих моделей ценностного предложения на основе доли универсальных компонентов в модели. Выявлены компоненты ценностного предложения, основанного на продаже решений в экосистеме ретейлеров. Компоненты объединены в группы: особенности использования решения, направленность на достижение цели, взаимодействие с клиентами, охват решения и его персонализация. Предложенные классификации и рассмотренные компоненты создают основу для формирования моделей ценностного предложения, основанного на продаже решений в экосистеме ретейлеров.

The article is devoted to studying approaches to determining a value proposition and creating an ecosystem value proposition in the retail sector. The aim of this paper is to identify the components of a value proposition based on selling solutions in the ecosystem of retailers. The object of the research is the value proposition based on selling solutions in the ecosystem of retailers, and the subject of the research is its components. A meta-analysis of academic and consulting works devoted to the creation of a value proposition was used as a research method. The paper considers approaches to defining the value proposition, defines the components of the value proposition, classifies them based on the degree of universality and the approach used (organizational, relationship and client). The study classifies existing value proposition models on the basis of the share of universal components in the model. The paper identifies the components of the value proposition based on selling solutions in the ecosystem of retailers. The components are combined into groups: features of using the solution, focus on achieving the goal, interaction with customers, coverage of the solution and its personalization. The proposed classification and considered components form the basis for creating value proposition models based on selling solutions in the ecosystem of retailers.

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The authors declare that there are no conflicts of interest present.