Pricing in design: a comparison of market and regulatory approaches
Abstract. The relevance of the research topic is due, on the one hand, to the active development of creative industries both in the world and in Russia, and on the other hand, to the insufficient development of practical tools and mechanisms of normative pricing corresponding to market mechanisms. The authors proposed a classification of market pricing methods in the domestic sphere of interior design, compared market and normative methods, presented a methodology for taking into account the regional specifics of pricing in the market of domestic interior design services through coefficients. The subject of the study is the analysis of market and normative pricing methods in design and a comparison of the results of their practical application. The object of the study is domestic methods of normative and practice of market pricing in the design environment. The purpose of the work is to analyze the results of applying normative and market pricing methods. The methodological basis for the study of market and normative pricing in design was such scientific research methods as comparison and classification methods, analysis (normative and positive), synthesis, induction and deduction methods, etc.
Keywords: interior design, the cost of developing a design project, market value, regulatory cost, methods of regulatory and market pricing, disadvantages and advantages of pricing methods.
Highlights:
- the features of the practical application of domestic regulatory methods for pricing designer services have been determined: the method proposed by the Union of Designers of Russia, according to its structure, is more in line with the market conditions for design services and takes into account the specifics of the market segmentation of services, while the method approved by the Government of Moscow is more scientific and theoretical in nature, and the results of its practical application are less in line with the prices that have developed on the market; both methods require modernization in order to bringthem closer to real market conditions;
- an analysis of the features of existing market pricing methods in domestic interior design made it possible to classify them (hourly, piecework, fixed forms, pricing based on the value of the project, hybrid model);
- a comparative analysis of the results of calculations of the cost of developing specific interior design projects using normative and market methods allows us to state the main directions for improving normative pricing methods: 1) the Recommendations of the Union of Designers should be defined as the basic document, since they correspond to the market situation as much as possible; 2) when making calculations, it is necessary to take into account the regional specifics of the price level by using a regional coefficient (regional price index).
Nataliya A. Suvorova, Larisa V. Tabak - Sochi State University, Sochi, Russia