Trade, service, food industry Trade, service, food industry Торговля, сервис, индустрия питания / Trade, service, food industry 2782-2214 100916 VCLULV Маркетинг и менеджмент Marketing and management Маркетинг и менеджмент MARKETING OF HIGH-TECH PRODUCTS IN THE ECONOMICS OF ECOSYSTEM INTERACTIONS МАРКЕТИНГ ВЫСОТЕХНОЛОГИЧНЫХ ПРОДУКТОВ В ЭКОНОМИКЕ ВЗАИМОДЕЙСТВИЯ ЭКОСИСТЕМ Белецкая Наталья Владимировна Beletskaya Natalia Vladimirovna Пасечкина Татьяна Николаевна Pasechkina Tatiana Nikolaevna Сибирская пожарно-спасательная академия Государственной противопожарной службы Министерства Российской Федерации по делам гражданской обороны, чрезвычайным ситуациям и ликвидации последствий стихийных бедствий Железногорск Россия Siberian Fire and Rescue Academy of the State Fire Service of the Ministry of Civil Defense, Emergencies and Disaster Management of the Russian Federation Zheleznogorsk Russian Federation Сибирская пожарно-спасательная академия Государственной противопожарной службы Министерства Российской Федерации по делам гражданской обороны, чрезвычайным ситуациям и ликвидации последствий стихийных бедствий Железногорск Россия Siberian Fire and Rescue Academy of the State Fire Service of the Ministry of Civil Defense, Emergencies and Disaster Management of the Russian Federation Zheleznogorsk Russian Federation 03 07 2025 03 07 2025 5 2 200 207 28 05 2025 14 06 2025 https://tsfi-mag.ru/en/nauka/article/100916/view

В современных условиях развития инноваций и глобальной цифровой трансформации особую актуальность приобретает маркетинг высокотехнологичных продуктов, который формирует новые возможности для роста и конкуренции. Экономика взаимодействия экосистем, в рамках которой различные технологические компании, стартапы, инвесторы и потребители объединяются в сеть взаимовыгодных отношений, открывает широкое поле для исследования механизмов продвижения инновационной продукции. Цель данной статьи заключается в анализе ключевых факторов, влияющих на маркетинг высокотехнологичных продуктов в контексте экосистемного подхода, а также в оценке эффективности стратегий, основанных на взаимной интеграции участников инновационных сообществ. Проведенное исследование с использованием социологического опроса и анализа статистических данных позволяет выявить особенности поведения и предпочтений покупателей при выборе высокотехнологичной продукции, определить динамику роста и перспективы маркетинговых стратегий. Результаты показывают, что маркетинг в экономике взаимодействия экосистем требует комплексного и адаптивного подхода, включающего в себя разработку уникальных ценностных предложений и формирование устойчивых каналов коммуникации с конечными пользователями. В статье также рассматриваются риски и ограничения, связанные с быстрыми изменениями технологических и рыночных условий, и предлагаются направления дальнейших исследований, способствующих повышению эффективности маркетингового взаимодействия участников высокотехнологичных экосистем

In the current conditions of innovation development and global digital transformation, marketing of high-tech products, which forms new opportunities for growth and competition, is of particular relevance. The economics of ecosystem interaction, in which various technology companies, startups, investors and consumers are united in a network of mutually beneficial relationships, opens a wide field for research into the mechanisms of promoting innovative products. The purpose of this article is to analyze the key factors affecting the marketing of high-tech products in the context of the ecosystem approach, as well as to assess the effectiveness of strategies based on the mutual integration of participants in innovation communities. The research conducted using a sociological survey and analysis of statistical data makes it possible to identify the peculiarities of customer behaviour and preferences when choosing high-tech products, to determine the growth dynamics and prospects of marketing strategies. The results show that marketing in the ecosystem interaction economy requires a comprehensive and adaptive approach, including the development of unique value propositions and the formation of sustainable communication channels with end users. The article also discusses the risks and limitations associated with rapid changes in technological and market conditions, and suggest directions for further research to help improve the effectiveness of marketing interaction between participants in high-tech ecosystems.

 маркетинг высокотехнологичных продуктов экономика взаимодействия экосистем инновации цифровая трансформация стратегическое продвижение экосистемный подход маркетинговые стратегии технологические стартапы ценностное предложение каналы коммуникации marketing of high-tech products ecosystem interaction economics innovation digital transformation strategic promotion ecosystem approach marketing strategies technology startups value proposition and communication channels

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