数字环境下俄罗斯、中国和美国消费者行为趋势对比分析

Yu.A. Maltseva, K. A. Danilova
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引用次数: 1

摘要

本文描述了俄罗斯、美国和中国在经济数字化条件下消费者行为的主要趋势,确定了营销理论和实践发展的驱动因素以及进一步研究的问题。我们相信,消费者行为的转变迫切需要营销人员通过使用人工智能工具、收集和处理大量数据的能力以及与消费者的全渠道沟通,对工作进行质的改变。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Comparative analysis of trends in Russian, Chinese and American consumer behavior in the digital environment
In this paper we described the main trends of consumer behavior in the conditions of digitalization of the economy in Russia, the United States and China, the drivers of development of marketing theory and practice and the questions for further research are identified. We are convinced that the transformation of consumer behaviour necessitates the urgent need for qualitative changes in the work of marketers through the use of artificial intelligence tools, the ability to collect and process large amounts of data, as well as omnichannel communication with consumers.
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