Zheleznogorsk, Krasnoyarsk, Russian Federation
Zheleznogorsk, Russian Federation
UDK 339.138
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.
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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