TAILIEUCHUNG - Digital Economy: Impacts, Influences and Challenges 2005 phần 5

tạo ra trong lĩnh vực hàng tạp hóa đã tăng lên đáng kể. Siêu thị ngày càng cố gắng để cung cấp các sản phẩm mới cho người tiêu dùng dựa trên mong muốn của khách hàng. Các nhà bán lẻ có thể cung cấp các sản phẩm này đến các cửa hàng trong một thời trang khách hàng đáp ứng do làm chủ của chuỗi cung ứng. | Impacts of the Digital Economy 143 distribution into the industry s value-system and often as own-brand contractors. In this way the total number of firms engaged in the value-creating chain in the grocery sector has dramatically increased. Supermarkets increasingly try to supply novel products to consumers based on customer desires. Retailers can supply these products to stores in a customer responsive fashion due to their mastery of the supply-chain. Information about consumer needs is obtained through a variety of channels by analysing consumer information captured with loyalty cards at point of sale with data mining and strategic ordering systems in dedicated data warehouses with qualitative information as to consumer requirements gathered from customer feedback and focus groups from Internet order histories observing changing social trends such as shifts in restaurant trends and by consulting experts from past moving consumer areas such as those represented by celebrity chefs. Whilst increasing buyer power and category management techniques allows supermarket to offer cheaply produced own-label low cost versions of branded goods sometimes manufactured by the branded producers themselves knowledge of customer trends is also allowing them to out-compete manufacturers in high-value-added market segments by using innovation networks to create and produce their distinct own-brand products although they neither own nor operate the production process. The process of creating new magazine titles and novel own-brand products is the subject of the section on innovation networks. A key feature of these products however is that they are designed from the outset as short-life products and this attribute is the subject of the following section. From Life-Cycle to Life-Span Products The use of digital technology in publishing has removed many of the entry barriers to the industry. Competition in the high-value segments . monthly magazines is therefore about addressing .