网络营销作为现代企业在经济数字化条件下实现竞争力的技术

E. Semenova, E. Tokmakova, O. Dorofeev, A. E. Trubin, Alexander V. Zakharov
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引用次数: 0

摘要

互联网技术的广泛引入,经济的数字化导致了消费者经济行为的改变,网上商务作为促进商品和服务的新方向已经获得了特殊的重要性。现在消费者选择产品或服务(如果有一台连接到互联网的计算机)要容易得多,也方便得多。在这种情况下,问题就出现了,需要研究个人网络营销工具,以及公司使用它们的可能性,以改善促进商品和服务的政策,扩大销售市场。在文章中,作者旨在确定网络营销的某些方面及其工具,作为现代公司使用这种工具在某些细分市场推广商品和服务的竞争优势。基于辩证认识方法原则的研究方法论,使揭示经济系统发展的逻辑成为可能。在其框架内,使用了以下方法:专论(为了回顾网络营销问题的发展),比较分析(当表征传统和网络营销时),呈现信息的图形和表格方法(为了更详细地说明所呈现的材料)。采用抽象的方法,识别了主要网络营销工具的优缺点。作者揭示了主要的网络营销工具的内容,考虑了现代企业使用这些工具的优缺点,并为其中一些工具的开发和实施提供了算法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Internet Marketing as a Technology for Achieving the Competitiveness of a Modern Company in the Conditions of Digitalization of the Economy
The widespread introduction of Internet technologies, the digitalization of the economy have led to a change in the economic behavior of consumers, and online commerce as a new direction for the promotion of goods and services has acquired special importance. It is now much easier and more convenient for consumers to choose a product or service (if there is a computer connected to the Internet). In such conditions, the problem arises of the need to study individual Internet marketing tools and the possibility of their use by companies in order to improve the policy of promoting goods and services and expanding sales markets. In the article, the authors aimed to identify certain aspects of Internet marketing and its tools as a competitive advantage for modern companies using this tool to promote goods and services in certain market segments. The research methodology based on the principle of the dialectical method of cognition, which makes it possible to reveal the logic of the development of the economic system. Within its framework, the following methods were used: monographic (in order to review the development of Internet marketing issues), comparative analysis (when characterizing traditional and Internet marketing), graphical and tabular methods of presenting information (for a more detailed illustration of the material presented). Using the method of abstraction, the advantages and disadvantages of the main Internet marketing tools were identified. The authors revealed the content of the main Internet marketing tools, considered the advantages and disadvantages of their use by modern enterprises, and also provided an algorithm for the development and implementation of some of them.
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