{"title":"贸易营销中的数字工具","authors":"O. Bondarenko, N. Tsymbalenko","doi":"10.33813/2224-1213.28.2022.6","DOIUrl":null,"url":null,"abstract":"The purpose of the article is to explore modern digital tools in the system of\nbusiness communications and business models of trade marketing.\nThe research methodology is based on the use of a systematic approach, as\nwell as methods: analysis, synthesis, comparison and scientific generalization.\nThe scientific novelty is to generalize the features of the development of digital\ntools in the system of trade marketing.\nConclusions. It was found that the main consequences of the digital economy\nin many countries and in Ukraine are: raising consumer awareness of goods and\nservices, their desire for professional advice, increasing sales of goods via the\nInternet, spreading e-commerce, interchangeability of goods and brands.\nA significant increase in the role of trade marketing in ensuring the effectiveness\nof sales policy of companies was justified. The importance of customer and\ndistributor orientation in ensuring the success of the formation of demand for\nproducts and its strategic importance in ensuring the success of the company in\nmodern conditions has been confirmed.\nThe approaches of scientists to define the essence of trade marketing were\ngeneralized, the actual definition of this term was proposed.Business communication\nsystems (b2b) and business models (b2c) in e-commerce have been systematized.\nIt was found that the use of digital tools to ensure the effectiveness of trade\nmarketing provides an increase in the effectiveness of marketing research, expanding\nthe possibilities of business communications, personalizing the consumer, providing\na variety of models of interaction with consumers.\nKey words: consumer behavior, trade marketing, digital economy, digitalization,\ne-commerce.","PeriodicalId":206442,"journal":{"name":"Problems of Innovation and Investment Development","volume":"28 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Digital tools in trade marketing\",\"authors\":\"O. Bondarenko, N. Tsymbalenko\",\"doi\":\"10.33813/2224-1213.28.2022.6\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of the article is to explore modern digital tools in the system of\\nbusiness communications and business models of trade marketing.\\nThe research methodology is based on the use of a systematic approach, as\\nwell as methods: analysis, synthesis, comparison and scientific generalization.\\nThe scientific novelty is to generalize the features of the development of digital\\ntools in the system of trade marketing.\\nConclusions. It was found that the main consequences of the digital economy\\nin many countries and in Ukraine are: raising consumer awareness of goods and\\nservices, their desire for professional advice, increasing sales of goods via the\\nInternet, spreading e-commerce, interchangeability of goods and brands.\\nA significant increase in the role of trade marketing in ensuring the effectiveness\\nof sales policy of companies was justified. The importance of customer and\\ndistributor orientation in ensuring the success of the formation of demand for\\nproducts and its strategic importance in ensuring the success of the company in\\nmodern conditions has been confirmed.\\nThe approaches of scientists to define the essence of trade marketing were\\ngeneralized, the actual definition of this term was proposed.Business communication\\nsystems (b2b) and business models (b2c) in e-commerce have been systematized.\\nIt was found that the use of digital tools to ensure the effectiveness of trade\\nmarketing provides an increase in the effectiveness of marketing research, expanding\\nthe possibilities of business communications, personalizing the consumer, providing\\na variety of models of interaction with consumers.\\nKey words: consumer behavior, trade marketing, digital economy, digitalization,\\ne-commerce.\",\"PeriodicalId\":206442,\"journal\":{\"name\":\"Problems of Innovation and Investment Development\",\"volume\":\"28 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-04-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Problems of Innovation and Investment Development\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.33813/2224-1213.28.2022.6\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Problems of Innovation and Investment Development","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33813/2224-1213.28.2022.6","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The purpose of the article is to explore modern digital tools in the system of
business communications and business models of trade marketing.
The research methodology is based on the use of a systematic approach, as
well as methods: analysis, synthesis, comparison and scientific generalization.
The scientific novelty is to generalize the features of the development of digital
tools in the system of trade marketing.
Conclusions. It was found that the main consequences of the digital economy
in many countries and in Ukraine are: raising consumer awareness of goods and
services, their desire for professional advice, increasing sales of goods via the
Internet, spreading e-commerce, interchangeability of goods and brands.
A significant increase in the role of trade marketing in ensuring the effectiveness
of sales policy of companies was justified. The importance of customer and
distributor orientation in ensuring the success of the formation of demand for
products and its strategic importance in ensuring the success of the company in
modern conditions has been confirmed.
The approaches of scientists to define the essence of trade marketing were
generalized, the actual definition of this term was proposed.Business communication
systems (b2b) and business models (b2c) in e-commerce have been systematized.
It was found that the use of digital tools to ensure the effectiveness of trade
marketing provides an increase in the effectiveness of marketing research, expanding
the possibilities of business communications, personalizing the consumer, providing
a variety of models of interaction with consumers.
Key words: consumer behavior, trade marketing, digital economy, digitalization,
e-commerce.