The advent of true prosumer
You will have heard the word everyone prosumer. This word, Elvin Toffler is, is a term that combines the consumer is the producer and the consumer is a producer be those that have been created in is his book "third wave". In other words, it means the consumer to participate in the production and prosumer. In the past, without the Lord small species mass production, consumer was the role that passively accept the goods. However, high-mix low-volume production system supply exceeds the demand is connected to the main, consumers you can now be an active consumption. Then, becomes the feed lot the demand, be accurately grasp the consumer demand have become an important element of competitiveness. Consumers now can reflect their views on the development and production of goods and services.Prosumer, it may be displayed in various forms. Cheheomdan of new products and services, or bloggers to share the information of the product, the evaluation of the new menu in the restaurant, and customers who will say a point that can be improved. Recently, I or recruiting the marketing section of a company. Thus prosumer is not simply arose wants consumer, you can give help to the competitiveness of companies. The most difficult point of the product development department, allowing properly reflect the needs of the consumer will be difficult. However, by the prosumer, to achieve this was easier.
When the term prosumer is created, as can be seen in the above example, this is restricted to the last indirect involvement. However, by the flood of development and the tertiary industry of information and communication technology, is now available prosumer of true meaning. The prosumer in the true sense, not only consumers simply to assert their views on producers, themselves will mean that the immediate producers.
As a typical example, everyone knows, there is YouTube. Almost all of the content of YouTube, we will create is just consumers. As you can see from the name of the YouTube, is exactly what a "Yes" tube. As another example, there are apps that all of the parking lot. It is an application that informs the position or the like and the price of parking. Information provided here also, consumers offer voluntarily. As shown in this example, all of the parking lot of my YouTube, it only provides only a mere platform, true producers,'s a very consumer.
Spreading force of the arrival of the true prosumer has indeed Monosugo. Influence, if jumping the provider, you can exert a greater force than the existing powerful system. As an example, you can include a social marketing. Even while it sold at not even price to Samsung of half a mobile phone to issue almost the same performance with Samsung to push Xiao, a Chinese mobile phone manufacturers, and boasts a tremendous profit. One of the factors that make this possible, is that it does not almost use the small rice marketing expenses. Samsung Electronics has used the marketing cost 150 billion won (won basis) during the same period to push Xiao for already 15 trillion won a year marketing expenses for 2013.
Usually, the smart phone maker will use a lot of money to various media advertising to, including the TV, people of instead of pressing Xiao has been concentrated on marketing in the comments and late to leave social media and the Internet forum. This is exactly what social marketing. And by reflecting the consumer comments on the products, we were able to secure even mania layer.
We actively utilize the participation of prosumer can provide significant efficiency in business operations. Consider the general manufacturing industry. Plant a large fixed costs have to be built, cost manufacturing enough to manufacture the product will continue to occur. In the case of service industry, the occurrence of continued cost associated with the provision of not so much manufacturing service will occur. However, in the case of services to participate in prosumer such as YouTube is the main, with fixed costs only in order to make a first platform, the cost does not hardly generated from the provision of services after. Prosumer it is to provide their own. Companies that produce the greatest net profit margin today is using a system that most prosumer to participate. It is a state that is not prosumer is provided the opportunity to participate in the still many areas. It is understood that it is possible to obtain a large benefit of this pioneering.
Edit By HSH
※This article appears in the 4th edition of TREND READERS magazine
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