Компоненты ценностного предложения, основанного на продаже решений в экосистеме ретейлеров

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.

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