Формирование конкурентных преимуществ сложной техники с использованием методов поведенческих финансов (на примере участия в выставочной деятельности)

Abstract

The difficult goods, namely a difficult technique of the aviation industry for their successful realisation should possess competitive advantages. Competitiveness maintenance is closely connected with those competitive advantages which are peculiar to the enterprise and a difficult technique let out by it. That competitive advantages as property of a difficult technique created the superiority over the direct competitors as a result of struggle against other participants of the market effective marketing is necessary. Difficult technique marketing should be global and is impossible without an effective utilisation of exhibition activity. Competitiveness of a difficult technique is the difficult complex which important factor is the behaviour of the buyer. Making of the decision on purchase, buyers of a difficult technique, in a greater degree think that are guided by rational motives, and actually more often the behaviour of people ceases to correspond to rationality model. The new area of the finance – the behavioural finance is engaged in studying of these problems. The account of the revealed methods of the behavioural finance will allow to raise essentially efficiency of financial strategy and tactics of participants of the market. The given approach is a new direction, approaches of the behavioural finance can be used in marketing and especially a difficult technique. Key words: competitive advantages, competitiveness, difficult technique, marketing exhibition activity, the buyer, behavioral finance, irrational behavior