Moshchelkova

The author proposes a complex approach to forecasting branch market demand for science-intensive industrial equipment. The approach is based on the multilevel complex model developed by the author; this complex model includes a model of forecasting general demand and a set of prognostic models of subproblems. Recommendations for implementation of each level with regard for specificity of science-intensive projects and branch markets were presented. Implementation of the proposed approach will allow manufacturers to estimate adequately the market potential of equipment created during developing high technology projects, to develop certain technical and economic requirements to a design-in-progress and to create preconditions for growth of cost-effectiveness of projects.

The role of tools of marketing in the high technology design management and directions of their perfection are analysed in this article. The complex of recommendations is offered to manufacturers of the high technology industrial equipment. It includes the recommendations for realization of commodity policy in view of specificity of stages of creation of the industrial equipment and formation of requirements to its development; for a choice of a method and model of formation of the price of the high technology industrial equipment at various stages of life cycle of the project; for realization of marketing policy of the manufacturer depending on a degree of readiness of the equipment - a product of the project. Besides the algorithm of development of communication policy of the manufacturer is offered. The application of this algorithm allows to consider a degree of readiness of the industrial equipment at stages of life cycle of the project and to choose optimum means and directions of promotion of the equipment in the market.