经济不确定条件下企业营销资源的数字化功能

Iryna Kalina, Oksana Shkolenko, Natalya Shulyar, Yuliia Mazur
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引用次数: 0

摘要

文章探讨了在经济不确定条件下营销资源数字化功能的复杂性、它们之间的相互关系,以及数字化进程对企业管理效率的直接影响。文章的结论是,现代企业结构将数字技术作为其所有活动领域的竞争优势:运营流程、业务流程、财务、营销以及与市场利益相关者的互动。根据作者总结的正相关关系,可以认为旨在实现流程数字化的努力可被视为一种管理创新,它能确保创新的增长并提高企业结构的运作效率。在系统方法的基础上,作者证实并建立了公司营销资源数字化过程的复合功能。在复杂功能架构中,数字化进程由营销资源的数字化功能决定,特别是:分析(数据收集和分析)、通信(互联网广告)、销售(通过互联网销售)以及调节和控制功能(调节和控制营销部门的数字化进程)。随机过程理论与系统方法的综合使作者能够将企业活动的营销资源定义为一个具有离散状态的完整功能动态系统,在这个系统中,企业未来的经济安全在每一时刻都取决于当前的数字化状态,而不取决于这一状态是如何达到的。提出了确定企业活动营销资源数字化有效性的预测和转换概率方法,该方法结合了企业营销资源的潜力和营销所发挥的功能,并允许考虑内部和外部环境的因素,这些因素的影响导致出现风险情况,从而导致企业的不合理损失。作者证明了在各营销职能范围内使用数字营销工具的有效性,以防止在公司活动中出现风险情况。在营销分析功能的框架内,对竞争环境进行了研究,对企业的市场份额进行了确认,对营销研究的成本进行了估算。市场营销活动的传播功能指标在市场营销费用总额中起补充和证明作用,它不仅对市场营销的总体状况,而且对企业的整个经济活动都有决定性的影响。市场营销的销售功能指标决定了制成品的需求弹性以及其他销售成本。市场营销的调节和控制功能可以分析确保商品流通的成本与所得收入之间的关系。作者对营销业务结构数字化进程架构中各要素所定义的标记有助于提高评估公司活动的效率,使其符合公司在结构化市场空间中运营的主要目标和宗旨,并支持发展、获取利润(收入)和满足消费者最苛刻需求的营销理念。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
DIGITIZATION FUNCTIONS OF MARKETING RESOURCES AT THE ENTERPRISE IN CONDITIONS OF ECONOMIC UNCERTAINTY
The article examines the complex of digitization functions of marketing resources in conditions of economic uncertainty, their interrelationship, and the proven direct impact of the digitization process on the efficiency of enterprise management. It is concluded that modern business structures use digital technologies as a competitive advantage in all areas of their activity: operational processes, business processes, finance, marketing and interaction with market stakeholders. On the basis of the positive correlations summarized by the authors, it can be assumed that the efforts aimed at the digitization of processes can be considered as a managerial innovation that ensures the growth of innovations and increases the efficiency of the functioning of the business structure. On the basis of a systemic approach, the authors substantiated and built a complex functionality of the process of digitization of the company’s marketing resources. In the architecture of complex functionality, the digitization process is determined by the digitization functions of marketing resources, in particular: analytical (data collection and analysis), communication (Internet advertising), sales (sales via the Internet), and the function of regulation and control (regulates and controls the digitization processes of the marketing department). The synthesis of the theory of random processes together with the systemic approach enabled the authors to define marketing resources for enterprise activities as a complete functional dynamic system with a discrete state, in which for each moment of time the economic security of the enterprise in the future depends on the current state of digitization and does not depend on how this state was reached. The prognostic and transformational probabilistic method for determining the effectiveness of digitization of marketing resources of an enterprise’s activities is proposed, which combines the potential of the enterprise’s marketing resources and the functions performed by marketing and allows for taking into account factors of the internal and external environment, the influence of which causes the emergence of risky situations that lead to unjustified losses of the enterprise. The authors have proven the effectiveness of using digital marketing tools within the scope of each marketing function to prevent the occurrence of risky situations in the company’s activities. Within the framework of the analytical function of marketing, a study of the competitive environment has been carried out, the market share of the enterprise has been recognized, an estimate of costs for marketing research has been prepared. Indicators of the communication functionality of marketing activities in the total amount of marketing expenses complement and justify its decisive influence on the general state of not only marketing, but also the entire economic activity of the enterprise. Indicators of the sales function of marketing determine the elasticity of demand for manufactured products, as well as other sales costs. The marketing functionality of regulation and control allows to analyze the relationship between the costs of ensuring the movement of goods and the received income. The markers defined by the authors of each element of the architecture of the process of digitization of the marketing business structure contribute to increasing the efficiency of evaluating the company’s activity in accordance with the main goal and purpose of the company operating in a structured market space and supporting the marketing concept of development, obtaining profit (income) and satisfying the most demanding needs of consumers.
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