THE BLUE OCEAN MARKETING MODEL: THEORETICAL AND PRACTICAL ASPECTS

Abstract

Currently, in various industries, supply is increasingly exceeding demand, and this difference is steadily growing in dynamics. Goods and services are turning into items of mass consumption, and this is the objective reality of the development of the modern economy. «Scarlet Oceans» are almost all branches of the market economy in which companies are fighting for existing customers, choosing between differentiation and low cost (Porter's strategy). «Blue oceans» are new industries or strategic groups within industries that are created on the principle of value innovation. And it is the second strategy that attracts the attention of both practical economists and theorists. The results of the study made it possible to identify the distinctive features of the strategy, the principles of implementation, options and scope of application, that is, to identify the main practical features of the development and use of the «blue ocean» strategy in the prevailing conditions of reality based on the analysis of foreign and domestic experience. The practical significance of the work lies in the fact that the terms «scarlet and blue oceans» are gaining momentum, are widely used both in international and Russian production markets, and this has a positive effect on the production potential of the economies of countries, and can also affect the well-being and long-term development prospects of the whole society.