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Innovative ways to improve the effectiveness of marketing communications in the activities of modern universities (on the example of Adygea)
Keywords: marketing communications, educational services, competitive market, communication policy, consumer loyalty, online-training, professional growth, sales funnel.
Purpose: to consider innovative directions that increase the effectiveness of marketing communications in the activities of universities. Discussion: it is obvious that competition among universities, business schools, and professional development institutes is growing every day in the field of online education. This phenomenon can be explained by the fact that in the whole country, and in Adygea in particular, there are more and more people who want to ensure the professional growth of their children or themselves, and the pandemic has forced players in the educational market to leave offline for distance learning. Results: promotion of educational services, their positioning by establishing close communication links with consumers is an important part of the successful activity of an educational institution, which requires not only a good knowledge of the market and its product, but also knowledge of technologies for online promotion of educational services, the ability to plan and organize marketing, advertising, PR events, and evaluate the effectiveness of marketing activities. Organizations that offer online training begin to understand the interests and interact not with large groups of people, not with segments, but with each individual, and realize the need for individualization of communications.
Innovation policy as a tool for promoting and developing innovative activities of enterprises
Keywords: innovation policy, incentive tool, development, innovation activity, innovation processes, political instruments, innovation, resources.
Purpose: to consider the impact of the innovation policy of the enterprise on the improvement of its activities. Discussion: the article discusses the issues of innovation policy as a tool for encouraging and developing innovation activity, with the help of which a deep understanding of the importance of the relationship between supply and demand of innovation processes is formed, aimed at eliminating market and systemic failures in those areas in which social needs in technological progress are urgent … In contrast to science and technology policy, innovation policy places greater emphasis on hands-off in order to minimize the negative consequences of choosing a winner. Results: The ongoing changes lead to the emergence of a third generation of innovation policy, in which system management, system integration and synergy become guiding principles. The new generation of policy requires a broader government role, not only to achieve greater coherence and coordination of innovation policies across policy areas, but also to support the ecology of innovation.
M.R. Anisimova, T.S. Smirnova, A.G.K. Gerko
Ecoindustrial park as a basic element for circular economy.
national methodological approaches to establisment: Voronezh region case
Keywords: eco-industrial park, industrial symbiosis, utilization of wastes, algorithm, solid municipal waste, waste, secondary resources, sustainable development, resource efficiency, Voronezh region.
Purpose: to develop a methodological approach to the creation of an eco-technopark in the Russian Federation and to consider its approbation on the example of the Voronezh region. Discussion: leading Russian and international experts in the field of circular economics agree that the basis of industrial symbiosis is the exchange of resources between companies, the reuse of secondary resources, the attraction of various enterprises, and the production of profitable products. However, the methodological approach based on algorithmization presented in the article is given in an enlarged manner and requires improvement and detailing. Results: the work described in the article on the formation of the model of the ecotechnopark was approved and accepted for consideration by the Administration of the Voronezh Region. The methodological approach consists of five stages; its practical implementation and functioning in other regions of the country are aimed at a comprehensive solution to the problem of waste management and the involvement of secondary resources in economic circulation.
Municipal environmental policy
(on the example of the municipal education city resort Sochi)
Purpose: to determine the directions of municipal environmental policy based on the concept of sustainable development. Discussion: the article discusses the issues of participation of local governments in the development of environmental policy. Based on the principles of sustainable development at the municipal level, the implementation of a balanced environmental policy at the local level will bring economic and social benefits. The analysis of the ecological situation in the municipality of the resort city of Sochi is carried out, both positive aspects of the implementation of municipal policy and negative aspects in the field of ecology are revealed. Results: the main directions of work of the authorities and the population in the field of ecology are highlighted. Based on the provisions of the concept of sustainable development, the directions for the development of the environmental policy of the municipality are outlined: compliance with environmental legislation, the development of social activity of citizens, participation in federal programs.
Innovative approaches to organizational and economic support for the effective functioning of Agricultural Product Subcomplexes
in the North Caucasus Federal District
Keywords: innovative approaches, organization of the agro-industrial complex, management of the agro-industrial complex, organizational and economic factors, agrosphere, innovative resources, public administration, programming of the agro-industrial complex.
Purpose: to identify areas of innovation development in the organizational and economic support of effective functioning of product subcomplexes of the NCFD agro-industrial complex. Discussion: the research is based on a General scientific methodology that provides for a systematic approach to problem solving. The basis of this work is the research of domestic scientists in the field of the system of organizational and economic factors operating in the agro-industrial complex of the region. Results: organizational and economic factors contribute to the development of the food supply system for the population of the region through the effective operation of food subcomplexes of the NCFD agro-industrial complex. There is a need for innovation not only in the field of production and management, but also in innovative approaches to the use of traditional tools to influence economic processes, such as investment, financing, loans, pricing, development of integration relations, agrotourism, and foreign economic activity. The concept of innovation takes on a fairly broad meaning in public administration in the agricultural sector. It is important that innovations in the regional agro-industrial complex are managed systematically, that is, taking into account all natural, industrial and economic factors in a complex interaction. The results of the study can be used in managing the development of the region’s agro-industrial complex. For the effective development of industrial innovations, an innovative approach must first be manifested and implemented in the state management of the entire system of economic instruments, including state programming, organizational and economic mechanisms and state support for the agricultural sector, with the coordination of these processes both at the national and regional levels.
Strategic management within the context of digital economy development: challenges and problems of adaptation
Keywords: digital economy, strategy, strategic management, business digitalization, strategic planning, business transformation, strategic planning, competitiveness.
Purpose: to identify factors that affect the strategic management of an organization in the light of the transformation of the processes of implementing business functions in the context of building a digital economy. Discussion: the paper discusses the problematic aspects of applying the tools of strategic management of an organization in the context of building a digital economy. Questions for scientific discussion about the digital business strategy, the feasibility of long-term and short-term planning in the new economic conditions are formulated. Results: based on the analysis of scientific literature and the experience of foreign companies, the main challenges that form the need to adapt the organization’s strategic management to the new economic conditions of development are identified. The results of the study can be used by organizations in the process of planning digital transformation and developing business strategies, and can also be useful for further research in this area, in particular, to assess the impact of the digital economy on changing the strategies of specific companies operating in various industries.
A.D. Biryukova, I.M. Kublin, V.E. Garkovenko
Development of online marketing as a new value for dealerships
Keywords: communications, competitiveness, content, Internet marketing, search engine optimization, traffic, digital marketing, dealerships.
Purpose: to consider the development of Internet marketing as a new value for dealerships. Discussion: the choice of the purpose of functioning of companies in the conditions of intensively developing competition is a priority task associated with finding the latest methods and innovative methods that allow you to influence potential customers from the marketing position and help increase sales of products. Currently, no company successfully operating on the market sells its products without a well-thought-out marketing strategy with an expanded list of acceptable methods for attracting potential buyers by placing advertising products in various information sources. In addition, existing offline tools for promoting products and services to various market segments are giving way to Internet marketing, as marketers ‘ attention is being reoriented to the digital space, where the target audience is concentrated. Results: the uniqueness of using the digital space lies in the fact that with the use of online marketing, there is an operational connection between market participants, and a potential buyer has the opportunity to quickly meet their needs. In addition, the process of making a decision to purchase a product or purchase a service is accelerated, which greatly facilitates the work of marketing specialists.
A.D. Biryukova, I. M. Kublin, A.S. Sidorenko
Marketing positioning and possible prospects for the development of the electric vehicle market: problems and solutions
Keywords: positioning, market, electric vehicles, service, government regulation, enterprises, ecology, car manufacturers.
Purpose: to study the features of the prospects for the development of electric vehicles. Discussion: the article substantiates the need for the problem of forming the electric vehicle industry. It is emphasized that for its development, a multi-vector approach of state support is required, which will make it possible to take into account all the ways to attract investment resources for the development of environmentally friendly transport. It is noted that there is a significant potential for growth in the production of electric vehicles, which is observed in the leading manufacturers of vehicles with the most developed structure of production and economy, it is he who will provide an opportunity to direct significant financial resources to the innovative and technological development of electric vehicles. Results: the authors summarize that the main factor in the development of the electric vehicle industry should be government regulation, and solving these problems is a priority in ensuring economic development.
G.S. Garibyanc, V.N. YUsim
Growth of late debt and the problem of “bad” debt as a threat to the economic security of business and entrepreneurship
Key words: low solvency, financial discipline, loss, crisis, risk management, cash gaps, state support program, non-return of funds, economic risks of counterparties, pandemic, reduction of production volumes, economic security.
Purpose: to assess the scale of the problem of non-payment in Russia, which plunges into an economic crisis associated with the consequences of restrictions imposed against the threat of the spread of coronavirus. Discussion: the article shows that the self-isolation regime and the sharp deterioration of the economic situation led to the fact that part of the business stopped paying its bills this spring, which can be considered one of the threats to economic security. The way Russian companies paid suppliers in the pandemic is reminiscent of the situation in the crisis year 2015. It is noted that we are in a new turbulent period of world history, in which long-term trajectories are laid, along which countries will go. This crisis has led to serious institutional changes, the behavior of people in the world is changing, social movements are gaining strength. Results: further developments in Russia will have their own specifics, which does not allow copying the anti-crisis measures of other countries. As for economic support measures, the state will be able to fully deploy them only after the completion of the coronavirus pandemic.
O.E. Denisov, A.O. Kalinovskij
Issues of substantiation of relevance and essential content of marketing innovation and innovative marketing
Keywords: innovation marketing, innovative marketing, marketing efforts, entrepreneurial marketing, standard marketing, inter-entrepreneurial marketing, global market, indices.
Purpose: to study the issues of substantiation of the relevance and essential content of innovation marketing and innovative marketing. Discussion: the article analyzes the relevance in the modern economic reality focused on innovative development, innovation marketing and innovative marketing. Their content, contact, similarities and differences associated with the specifics of their use in certain conditions and at various stages of the life cycle of goods are determined. Results: in the current realities, it can be noted that it is advisable to define innovative marketing as a set of complex processes, in which it is possible to bring innovation to the market using creative solutions and innovative marketing tools; it is also possible to establish or maintain a position on the market for a product that is no longer innovative in terms of technology, but is also introduced to the market using non-standard solutions.
T.A. Dzhum, M.V. Ksenz, M.Y. Tamova
Tools to increase sales in the restaurant sphere during the crisis and post-crisis period
Keywords: quarantine, restaurant business, processes, internal audit, menus, institution formats, food delivery, loyalty program, partnership approach.
Purpose: to consider tools for increasing sales in the restaurant sector in a crisis. Discussion: this article highlights the relevance of the search for tools to increase sales in the restaurant sector, including internal audit, which helps to review the business processes of the enterprise to optimize them, the specifics of working with suppliers, aimed at obtaining maximum discounts from them, which positively affects the demand for dishes and the competitiveness of the menu. Results: to increase consumer activity, which is the focus of this article, it is necessary to launch a delivery service that is associated with loyalty programs. Compliance with service standards also works for this purpose.for this purpose, staff is trained using business games aimed at mastering the topic of service to improve the quality of service and repeat visits of guests.
T.A. Dzhum, T.N. Poddubnaya, E.L. Zadneprovskaya
Efficiency of the business adaptation process in the sphere of public food
Keywords: staff, competencies, motivation, business processes, loyalty program, unique selling proposition, personal brand, influencer marketing.
Purpose: to reveal trends in business adaptation, taking into account the current conditions of production and service processes in the field of public catering based on the analysis of enterprises in Krasnodar. Discussion: the article describes two criteria for personnel in modern food companies to adapt to post – crisis business conditions: competence and motivation. The relevance of the article is due to the fact that the period of self-isolation for many has become a serious test of strength. The restaurant business, like other service sectors, has felt the hardships of quarantine. Results: the study reveals the concept of adapting business processes, developing a unique sales offer to maintain a certain percentage of customer activity. The article presents a theoretical review of loyalty programs that are typical for modern restaurant practice, the main goal of which is to retain customers beyond expectations. A number of proposals have been developed to develop and improve the efficiency of the food business, taking into account the current realities of doing business.
Analysis of the integrated development of problem regions
of the North Caucasus Federal District
Keywords: problem region, integrated development, region, development factors, constraints, development potential, district, economic indicators.
Purpose: to analyze the complex development of the North Caucasian Federal District, affecting the main areas of regional development. Discussion: The North Caucasian Federal District fully corresponds to the declared characteristics of the problem regions. Possessing sufficient potential for an independent, with a certain support from the federal center, solving the problems facing it, the region is experiencing significant difficulties in its development. The socio-economic development of the district is characterized by the presence of a number of problems caused by both modern challenges and historical events. Results: on the basis of a comprehensive analysis of the current socio-economic situation of the district, it is concluded that in modern conditions, in order to effectively develop the North Caucasus Federal District, the task of achieving economic growth is inextricably linked with solving other problems of regional development: ensuring high quality and living standards of the population, development of infrastructure and various institutions, attracting investments and introducing innovations, solving environmental problems.
Role and prospects of small business development in the Russian Federation
Keywords: small business, small business turnover, functions of small business, number of employees, small businesses, structure, entrepreneurship, national project, development, state support.
Purpose: to determine the role and importance of small business in the economy of the Russian Federation, as well as to assess the prospects for its development. Discussion: This article reveals the importance of small and medium-sized businesses in the country’s economy; social and economic functions of small business are visualized; analyzed the main indicators of the development of SMEs, the dynamics of which is graphically presented in the figures. For small business, 2020 became one of the most difficult, the growth rate of the number of small and medium-sized businesses decreased by 5.5% compared to 2018, primarily due to the impact of the coronavirus pandemic. Results: on the basis of the analysis, the modern contribution of small business to the Russian economy is shown and the prospects for its development are assessed, this made it possible to conclude that the effective growth of domestic small and medium-sized businesses presupposes significant government support, especially in the face of emergencies and economic crises.
O.N. Esina, E.V. Belonogova, A.S. Il’ina
Development of approaches to enterprise inventory research
Keywords: inventory, inventory efficiency, material resources, ABC analysis, inventory grouping, incoming inventory, outgoing inventory, inventory management, inventory efficiency assessment.
Purpose: to supplement the existing theoretical and methodological approaches to the study of the company’s reserves. Discussion: the rational formation and use of reserves of an enterprise engaged in the production of material goods is one of the priority areas for improving business performance. Generalization and critical analysis of the works of domestic and foreign authors on this issue revealed that the analysis of the company’s reserves is provided either by total volume, or in the context of individual types and nomenclature items. In our opinion, it is advisable to group stocks in accordance with their functional role in the production process and build a methodology for studying them in the corresponding groups, since at different stages of the production process, stocks are involved in the formation of various results of the enterprise. Results: the article presents a theoretical justification for the need for an economic study of the company’s reserves, taking into account their functional role in the company’s activities, offers appropriate indicators of the efficiency of using reserves in the context of incoming and outgoing, an example of the effectiveness of using the proposed approach in the management practice of a particular enterprise.
Special cases of integration of approaches to business valuation
Keywords: business valuation, revenue approach, cost approach, property complex, retrospective analysis, cash flows, financial injections, financial position.
Purpose: implementation of an integrated business valuation methodology for the purposes of individual valuation cases. Discussion: the article reveals that the definition of the value is ordered for specific purposes, at a given time. Since the result of the assessment depends on the goals of its implementation, it is necessary either to choose a specific method, or some kind of integration approach to combining the tools of various business assessment methods. Results: the applied integrated and diversified methodology leads to the conclusion that the need for flexibility in methods of conducting analytical work. Maintaining financial efficiency and correcting the situation, including the angle of the business value trend line, is possible when implementing strategic adjustments to the entity’s activities. Business has its own organizational and production form in the form of an economic entity with its own specific property complex. This means that the utility of operating a property complex lies in its ability to generate income.
A.N. Kalashnikov, M.G. Tindova, I.M. Kublin
Study of the socio-economic situation of the region using factor and regression analysis
Keywords: regional economy, regression analysis, factor analysis, territorial development strategy, mathematical modeling, socio-economic situation, correlation analysis, co-integration.
Purpose: to analyze the dynamics of the socio-economic situation of the modern region using regression and factor analysis. Discussion: at the first stage of the work, a primary analysis of macroeconomic indicators that characterize the development of the region is carried out, based on the analysis of time series. Correlation analysis is performed to identify the main dependencies between variables, regression analysis aimed at building the main trends in the studied series of dynamics, and co-integration analysis, which made it possible to make a three-year forecast of development. At the next step, we perform a factor analysis using two different methods, which shows the agricultural orientation of the Saratov region’s economy. Results: the application of all methods of factor analysis of changes in the socio-economic situation of the Saratov region showed the influence of certain factors on the economic system of the region, as well as the direction of its socio-economic development.
Research of the features of using the employer brand in the functioning of corporate personnel marketing systems in organizations participating in the regional labor market of Kuban
Keywords: personnel marketing, employer brand, branding, employer, marketing system, market, human resources, corporate systems.
Purpose: to present the results of the author’s research on the applied features of the employer brand concept in the corporate marketing systems of modern organizations. Discussion: The working hypothesis of the study is related to the assumption that the employer’s brand reflects a certain stage in the development of the personnel marketing function associated with the possibility of developing and promoting the employer’s value proposition, which is a significant factor in making hiring decisions by applicants in the competitive environment of the labor market. The features of the study were the screening characteristics of the respondents’ organizations, the main characteristics of the corporate personnel marketing systems, the key aspects of the formation and promotion of the employer’s brand, as well as the accumulated results of its development and promotion. Results: employer branding tools and technologies are becoming especially relevant for large and largest companies that have completed the stage of organic growth and are moving to a model of sustainable internal development, including based on a qualitative increase in the ability to work and productivity of the main workforce.
Formation and development of the employer brand as an element of the corporate marketing strategy of modern organizations personnel
Keywords: personnel marketing, employer brand, employer branding, marketing system, labor market, organization, personnel, consumer brand.
Purpose: to present the author’s approach to the modernization of organizational and economic support for the development and promotion of the employer’s brand in corporate personnel marketing systems. Discussion: the article presents the rationale for the prospective classification of target groups of recipients of the employer brand based on the characteristics of the evolution of factors, motives and expectations in the dynamics of the quality of labor competence (human capital); the model of adoption and implementation by applicants of a decision on employment in the marketing system of the labor market is considered, the roles and values of the employer’s brand as a promising factor and an effective marketing and management opportunity for interaction of subjects of the labor market system are determined. Result: as the basis of the targeted branding process aimed at realizing the potential of effective marketing interaction with target groups of subjects of the personnel marketing system, it is necessary to develop theoretical and methodological approaches in terms of marketing management of interactions with the personnel of organizations based on the functional brand of the employer, focused on the use of significant factors and motives of behavior in labor markets.
K.A. Kartashov, A.A. Bukhtoyarov, A.I. Makarenko, P.V. Gorlachev
Regulation of the activities of business entities in the regional economy: modern approaches and problems
Keywords: market economy, business entities, small business, medium business, remote format, activity, competition, income.
Purpose: to consider the processes of management and regulation of micro, small and medium-sized businesses in the country and their impact on the socio-economic development of regions, federal districts and the state as a whole, as well as to identify the problems of economic entities in modern conditions and ways to solve them. Discussion: The decline in purchasing power in recent years and the introduction of a “self-isolation regime” at the end of the 1st quarter of 2020 in the country revealed new problems in the entrepreneurial activity of economic entities, which affected the number of business structures and workers in the entrepreneurial sphere in Russia, and decreased incomes of the population. Results: the transition to the remote format of the work of personnel and the activities of economic entities revealed problems of a technical, information and communication and psychological plan, which requires improving the approaches to infrastructural, scientific and technical provision and information and innovative activities of economic entities of the region and the country as a whole. The proposed directions for improving the processes of management and regulation of micro, small and medium-sized businesses in the country will eliminate the problems of the activities of economic entities in modern conditions of the epidemiological situation and the competitive market environment.
K.A. Kartashov, N.A. Ovcharenko, V.G. Bush, I.G. Peshkova
The problem of correlation between standard of living and wages in the country and the region (on materials of Krasnodar krai)
Keywords: market economy, economically active population, minimum wages, wages, living wages, consumer basket, living standards, business entities.
Purpose: to consider the ratio of the standard of living and wages in the country and the region, their socio-economic significance in the modern competitive market environment, to identify the problems of the quality of life and wages of employees, employees of economic entities. Discussion: meeting the needs of citizens and the population of economic entities does not end with groups of food, non-food and consumer services. The issues of social and cultural leisure, tourist recreation and their cost are generally not included in the expense and income of the able-bodied population, pensioners and children. The costs of paying the fare for public and commercial passenger transport are not included. The calculation of the required minimum wage and the subsistence level presented by the authors, on the one hand, does not affect the personal income tax, and on the other hand, the payment of insurance contributions by employers can almost double. Results: the problem of the ratio of living standards and wages in the country and in the Krasnodar Territory consists in identifying many problematic issues, in particular, the cost of food and services, the cost of non-food products that do not correspond to practical life. All this determines the objective necessity of calculating the average cost of leisure and cultural activities, including the cost of training in universities on a commercial basis, as well as other elements of the population’s standard of living. The proposed calculation of the amount of the minimum subsistence level and the minimum wage will bring them closer to the realities of the life of Russian citizens.
A.A. Kizim, D.P. Kajfedzhan, Yu.A. Poleshchuk
Problems and prospects of implementing marketing and logistics tools in the conditions of market instability
Keywords: marketing, logistics, business tools, e-Commerce, corporate strategy, information technology, intermediaries, competition.
Purpose: to determine the problems and prospects of implementing marketing and logistics tools at the enterprise in order to improve the efficiency of activities and maintain competitive positions in the conditions of market instability. Discussion: the current state of the economy, characterized by a high level of competition in various industries, the development of modern technologies for managing business processes and the instability of the macroeconomic situation requires companies to search for new business growth opportunities. One of these opportunities is the integrated use of marketing and logistics tools to improve the company’s efficiency at the strategic and operational management level. An important role in this regard is played by evaluating the parameters of marketing and logistics tools in order to simplify the choice of technologies and integrate them with the set of business tools used. Results: the problems and prospects of implementing marketing and logistics tools at the enterprise in order to improve the efficiency of activities and maintain competitive positions in the conditions of market instability are identified. The factors contributing to the joint use of marketing and logistics tools, taking into account the influence of the external and internal environment of the enterprise, are highlighted. Based on the analysis of practical experience in implementing marketing and logistics tools, the reasons that limit the integration of these functional areas are identified. Criteria for evaluating marketing and logistics tools when included in the set of business tools of the company are proposed.
A.A. Kizim, D.P. Kajfedzhan, T.V. CHerevan’
Problems and methods in implementing enterprise development projects within the framework of project management
Keywords: development projects, project management, outsourcing, innovative methods, digital technologies, project system, efficiency, development strategy.
Purpose: to identify the problems of implementation of projects for the development of enterprises and to identify the appropriate methods for solving the selected problems, aimed at increasing the efficiency of the enterprise and its strategic development within the framework of project management. Discussion: modern economic conditions, accompanied by such processes as a high concentration of competitors in various markets and industries, automation of business processes require new approaches to the implementation of development strategies. One of these approaches is the implementation of enterprise development projects. A special role in this direction is played by innovative methods of project management. At the same time, given the nature of modern economic relations, trends in the integration of services and globalization of markets, outsourcing is an important method in the implementation of enterprise development projects. Results: identified problems in the implementation of enterprise development projects. Highlighted the modern methods associated with digital technologies, which allow the implementation of enterprise development projects within the framework of project management. Particular attention is paid to outsourcing as an innovative tool in the implementation of enterprise development projects. The reasons and criteria for the transition of enterprises to industrial outsourcing are highlighted.
M.V. Liuliuchenko, D.O. Levchenko, Yu.I. Seliverstov
Digital transformation of the economic system as a tool for enhancing innovation
Keywords: digitalization of economic processes, economic system, innovative development, innovation system, innovation, digital economy, digital transformation, competitiveness.
Purpose: to determine the digital transformation of the economic system as a key element of the strategy of innovative development of the Russian economy, to justify its positive impact on innovative development on the example of the experience of developed countries. Discussion: the article discusses the key features of the formation of the digital economy in Russia in comparison with other advanced countries. The main factors limiting the innovative development of Russia are identified. The analysis of the level of innovative development of the Russian Federation in accordance with internal and external data sources (state statistics and international analytical data). Results: it is noted that there is a need to reorient approaches to innovative development in the direction of forming a post-technological way of life through effective organizational and economic mechanisms of digital transformation at the state level to improve the standard of living of the population and the competitiveness of the Russian economy.
R.A. Popov, E.V. Soloveva, M.S. Arutunyan, A.A. Dzhumolyak
Development of the commercial real estate market in resort areas in conditions of volatility
Keywords: resort territories, commercial real estate marketing, development, rent, sale, commercial real estate, real estate development of territories, Anapa Resort, volatility of the economic environment.
Purpose: to substantiate the concept of development of the commercial real estate market in the resort areas of the Russian black sea region in relation to the resort of Anapa. Discussion: the article examines current trends in the development of the commercial real estate market in resort areas; the comparative dynamics of rental relations and sales of commercial real estate objects in the context of its various types (offices and office centers; retail real estate; warehouses; free-use premises) is analyzed on the example of the resort city of Anapa. Results: the constructed graphs showing in comparison the following indicators: dynamics of prices for rent of commercial real estate over the past year; dynamics of prices for sale of commercial real estate over the past year, value of commercial real estate, office real estate, cost of property, cost of warehouse real estate; the prevailing types of commercial real estate, and on this basis a stochastic forecast of the situation in this poorly structured field. From the positions of system-situational and strategic approaches, the thesis about the increasing role of the regulatory factor in the commercial real estate market of resort territories, which acts as a tool for positivizing their development, is substantiated.
Methodology for assessing the use of tools for sustainable economic growth of industrial corporations
Keywords: assessment methodology, tools, sustainable growth, economy, scorecard, business processes, industrial corporations, combined process.
Purpose: to study the tools for sustainable economic growth of corporations involved in industry. Discussion: the article presents a methodology for assessing the use of tools for sustainable economic growth of industrial corporations, which is based on a balanced scorecard, as well as on an open book of management accounting and control of the production process, which reflects the results of existing business processes that contribute to the sustainable growth of the economy of an industrial corporation. Sustainable economic growth is entirely dependent on the development of production processes of industrial corporations in accordance with the developed strategy of their development, where the main tool is the balanced scorecard (BSC). Results: the presented methodology, which is based on the developed business processes and calculated BSC indicators, in which the efforts of an industrial corporation are aimed at final results, makes it possible to stabilize sustainable economic growth in the long term.
K.A. Semenenko, I.V. Snimschikova, E.V. Lutsenko
Automated system-cognitive analysis as a tool for forecasting the development of the agricultural machinery market in Russia
Key words: market, agricultural machinery, automated analysis, system-cognitive analysis, intelligent system “Eidos”, development, scale, production potential.
Purpose: on the basis of automated system-cognitive analysis (ASC-analysis), to build a model reflecting the relationship between the production of agricultural machinery in Russia and its export and import supplies. Discussion: the article briefly discusses how system-cognitive models are developed and applied in ASK analysis, reflecting quantitative information contained in various values of factors about the transition of the modeling object to future states (using the example of the Russian agricultural machinery market). Results: studies have shown that ASK analysis allows solving the problem of forecasting the development of the Russian agricultural machinery market. Because domestic production does not cover the needs of agricultural producers in equipment, an automated method can help establish a relationship and further balance between the production of domestic agricultural machinery and their export and import supplies, as well as justify the need for import substitution in a constantly changing environment.
D.A. Serikov, G.G. Bogushev, S.A. Morusov
Marketing segmentation and its use in project initiatives in regional markets
Keywords: regional markets, target markets, marketing support of projects, marketing segmentation, real estate, residential complexes, construction, consumer preferences.
Purpose: to determine the complex of qualitative characteristics of a residential project most appropriate to consumer preferences and the segmentation of the country’s main regional markets based on the quality of the product range. Discussion: the scientific article is devoted to the study of the features of the application of marketing segmentation to real estate projects presented and promoted within the target regional markets. A classification of product improvements by the degree of perception by potential buyers is proposed, an integral rating of regional housing markets by the quality of the product range is calculated. Results: the formation of the customer value of the project occurs by creating a set of characteristics that are essential for a potential buyer. The conclusion is formulated that the marketing segmentation of housing markets can have certain enlarged stages of development, by analogy with the concept of the product life cycle.
S.A. Skrynnikov, A.Z. Tolstova, A.V. Kovaleva
Problems of determining the initial (maximum) contract price,
taking into account the rules of rationing in the field of procurement
Keywords: the contract system, the maximum value of the contract, regulation, public procurement, procurement planning, spending budget, regulations, prices, meeting the needs of customers.
Purpose: to develop recommendations for improving the regulatory framework in the field of procurement to meet state and municipal needs when determining the initial (maximum) contract prices and justifying these prices, taking into account the established requirements for the application of rationing rules in the current contract system. Discussion: the article analyzes the existing regulatory and methodological requirements in the definition of the NMC and identifies certain conflicts that reduce the efficiency of budget spending at all levels of management and lead to violations committed by customers in the implementation of these provisions. Results: the results presented by the authors in the article a proposal for legislative concretization of the right customers guided by marginal prices and regulation prices, as well as on the feasibility of joint use of the normative method with the method of comparable market prices (market analysis) in determining MNC will significantly increase the level of planning in procurement and optimize the expenditure budget.
Role of regional government in creating an enabling environment for entrepreneurship development
Keywords: political instruments, regional government, entrepreneurship development, economic decisions, national economy, tax instruments, potential, enterprises.
Purpose: to consider the role of the regional government in creating quality conditions for the development of entrepreneurship. Discussion: Research shows that the state is not an independent entity, its ability to act effectively now depends on relations with society, in particular on the interaction between enterprises and the state. The role of the state is not only to formulate and impose policies on enterprises, but also to work with enterprises and related actors in order to implement policies to adapt to external shocks and pressures. Results: The author summarizes that one of the main distinguishing features of the Russian economic reform is extremely decentralized economic decision-making, which results in a “national economy that looks like a mosaic of regional economies”.
O.V. Titova, O.P. Osadchaya
Industrial policy as a factor of development and support for innovative clusters
Keywords: innovation clusters, financing of cluster development, scientific economic environment, attraction of investments, industrial policy, universities, economic growth, local government.
Purpose: to study the impact of industrial policy on the development of innovation clusters. Discussion: the article discusses the issues of financing economic development, which are of decisive importance for the city’s cluster strategy. For the region to exploit innovation, the presence of the federal and regional government is necessary, as well as the involvement of university research, which are catalysts for technological innovation. Young scientists have a modern view of the development of clusters, which are already ripe for investment from the public sector, and are also involved in evaluating cluster initiatives. These developments need to be supported and funded by the public sector given the high-risk technology. Results: federal and regional presence should be manifested through multilevel governance programs and activities that each respective layer of government provides to the region or other cluster partners. At the same time, the totality of these programs should correspond to a specific stage of transformation of the real sector of the economy and change as the stages of economic growth in the region and the country as a whole change.
Marketing activities in the field of healthcare: relevance and features of implementation
Keywords: marketing activities, healthcare, medical services, marketing mix, commercial environment, services, patients, private medical institutions.
Purpose: to study the features of the implementation of marketing activities in the healthcare sector. Discussion: the article substantiates the relevance of marketing solutions in the healthcare sector in modern conditions based on considering the specifics of the interaction of the main participants in this market Specificity is noted in terms of the demand for commercial and non-commercial marketing in terms of its socially oriented component in the practice of both state and private medical institutions. The specifics of marketing activities in the healthcare sector are associated with the specifics of marketing in the service and imply an increase in marketing efforts across the spectrum of the extended marketing mix (7P). Results: we believe that the issues of assessing the quality of medical services and satisfaction of consumers (patients) with basic and related services require further study, which will contribute to the development of new solutions that contribute to an increase in satisfaction and improve the quality of life of the population
E.V. Shevchenko, A.M. Safronov
Personnel marketing: main trends and priorities during the crisis
Keywords: personnel marketing, corporate culture, crisis, employment, business process transformation, workplace digitalization, cloud technologies, remote operation.
Purpose: to analyze the problem and importance of a new approach and revision of the marketing strategy of the company during the crisis that has developed as a result of the pandemic. Discussion: the article highlights the main directions that large successful companies offer as a way out of the situation, as well as outlines the prospects and new opportunities that the current crisis opens up. The tools used by modern companies to maintain a favorable corporate climate in the collective and to support individual employees are presented. Results: data were presented that reflect the current dynamics and trends in the personnel market. It is noted that effective personnel marketing helps to ensure stability and maintain a competitive advantage for companies during a crisis. Under the conditions of quarantine, many enterprises around the world began to switch to remote operation. This also applies to companies where this practice did not exist at all before. Changes related to the labor market and personnel cannot be limited to the formation of a new corporate culture and the transition to a remote work format. More significant changes are ahead.
E.D. Shchetinina, E.A. Shchetinina, A.A. Dyatlov
Development of a corporate marketing toolkit on the example of the energy market
Keywords: corporate marketing, energy markets, methodology, systems approach, modeling of market behavior, social and ethical marketing, social responsibility of business, aggregated market parameters.
Purpose: to consider and clarify the systematization of corporate marketing tools in the context of transformation of market functioning models arising from such conflicting trends as globalization and centrifugality, socio-economic problems, inequality and poverty, recession and decline in growth rates, as well as environmental stress. Discussion: The article discusses the main features and trends in the development of the marketing apparatus using the example of energy markets. Marketing of energy corporations should use interdisciplinary patterns, integrative and design models of relations with corporate clients, aimed at increasing their involvement in planning and optimizing the activities of corporate structures. Relationship marketing is especially relevant for energy corporations, which allows them to reduce transaction costs and thereby establish reasonable prices for consumers. Results: studies of the instrumental apparatus of marketing in the markets of energy resources in relation to its high specificity and impact on nature and society, indicate the need to increase its consistency and integrativity, as well as to strengthen the multidisciplinary approach. Innovative methods and levers of supply and demand management in these markets are a condition for the sustainable development of socio-economic systems.
T.A. Yakushina, E.E. Shvakov
Diversification of the city-forming enterprise as a factor in the development of the economy of a single-industry city
Keywords: diversification of production, city-forming enterprise, economy of a single-industry town, development, single-industry city, housing company, business, corporate responsibility.
Purpose: to propose new approaches to diversifying the economy of a single-industry town based on the development of the activities of the city-forming enterprise. Discussion: previous studies show the dependence of the overwhelming majority of mono-cities in Russia on the activities of its city-forming enterprises. This circumstance determines the need to search for conjugate mechanisms for the development of city-forming enterprises and single-industry towns, the purpose of which is their diversification. In this study, the stated problems are considered in relation to the city of Leninsk-Kuznetsky, Kemerovo region and its city-forming enterprise, JSC SUEK-Kuzbass. Results: as tools for diversifying the activities of city-forming enterprises, it is proposed to create new production units as part of the implementation of projects to develop the investment potential of the city-forming enterprise, as well as the development of small businesses associated with the activities of the city-forming enterprise as part of the implementation of corporate responsibility measures of the city-forming enterprise.
I.V. Abankina, I.A. Kravchenko, N.Yu. Mishina
Features of current trends in financial support of the sphere of secondary vocational education in the context of prospective development
Keywords: education, SVE, SVE financing, budget expenditures, financial stability of SVE, digital economy, modernization of the SVE system, personnel training.
Purpose: to analyze the current situation and prospects for the development of secondary vocational education in accordance with the challenges of regional economic systems. Discussion: in the Russian Federation, the development of the secondary vocational education system is a priority task aimed at developing modern skills that meet the needs of the labor market, in particular, identifying and training skills and qualifications necessary for the modern digital economy. When considering the financial and economic indicators of secondary vocational education, the main criteria for evaluating the financing of vocational education should be considered the effectiveness of the use of financial resources, the diversification of funding sources (budgetary and extra-budgetary), the validity of financial standards, the contribution of employers to ensuring the financial stability of the system of vocational education and training. The article considers and analyzes the volume of expenditures of the consolidated budget of the Russian Federation in comparison with the dynamics of the share of budget expenditures in the country’s GDP in the period 2012-2019, as well as the dynamics of specific expenditures of the consolidated budget of the Russian Federation for secondary vocational education in current prices and constant prices in 2012. Results: the analysis of these indicators has led to the conclusion that the field of secondary vocational education has recently been filled with money, but there are still problems that have not yet been solved at the level of the subjects of the Russian Federation. The Federal project “Young professionals” is being implemented to upgrade colleges with modern material and technical facilities, which, in turn, should contribute to the development of the secondary vocational education system.
A.M. Abdulgalimov, H.H. Aziyeva
The role of state social extra-budgetary funds
in the development of the social sphere in the Russian Federation
Keywords: social sphere, system approach, mechanism, institutions of state regulation, extra-budgetary social funds, socio-economic prerequisites, financing, social service.
Purpose: to establish the role of state social extra-budgetary funds in improving the financial regulation of the social sphere. Discussion: the article examines the role of state extra-budgetary social funds in the development of the social sphere in Russia. The study applied a systematic approach to the disclosure of problems related to financial regulation of the social sphere in the Russian Federation. The importance of the social sphere in the economic growth of Russian society is proved. The role of state extra-budgetary social funds in the development of the social sphere in the Russian Federation is defined. Results: it was found that the lag in the level of state support for the social sphere in the Russian Federation is due to the inefficiency of the mechanism of state financial support for the social sphere. It is proved that social security is one of the indicators of socio-economic development of the country. It is proved that the financial support of the state to the needy part of the population, carried out through the use of social funds, is significantly lower than in other countries studied in the article.
The role of investments in the modern Russian economy
Keywords: investment, country, attractiveness, transformation, profit, capital, budget, economic development, segment.
Purpose: to consider the role of investment in the modern economy. Discussion: this article has studied the forms and conditions of attracting investment, identified ways to improve the investment climate by identifying factors that hinder investment processes. The concept of investment, forms and types of investment, and their impact on the Russian economy are considered. Countries that actively invest in the Russian economy are characterized, and their structural composition is studied. The article analyzes the positive results of investment, which consist in a favorable impact on the country’s economic processes. As a result of the review of foreign investment mechanisms in the Russian economy, a comprehensive assessment of the implementation of investment projects in the Russian Federation’s constituent entities was carried out, with the allocation of their homogeneous groups based on their investment performance indicators. Results: based on regression models, the influence of various factors on investment activity of various groups of Federal subjects was estimated. Priority areas for developing their activities to improve investment efficiency are identified for homogeneous groups of regions.
Z.A. Arsakhanova, H.H. Aziyeva
Formation of the mechanism of state financial regulation of the social sphere in the Russian Federation
Keywords: social sphere, system approach, mechanism, institutions of state regulation, socio-economic prerequisites, financing, social support, financial expenses.
Purpose: to determine the reasons for the inefficiency of the social financing mechanism used in the Russian Federation. Discussion: the article examines the problem of financial regulation of the social sphere in Russia. In the course of the study, a systematic approach was applied to the disclosure of problems related to the formation of the mechanism of financial regulation of the social sphere. The socio-economic prerequisites that determined the insufficient financing of social support by the state for the poor part of the country’s population are revealed. Results: it is indicated that social security is one of the indicators for determining the country’s rating among the rest of the world. It is proved that the lag in the level of state support for the social sphere in the Russian Federation is due to the inefficiency of the mechanism of state financial support for the social sphere. Based on the analysis, it is proved that the size of the average pension for the Russian Federation should be increased by three or more times.
First results and prospects for the introduction of professional income tax
Keywords: taxes, special tax regimes, tax code, tax burden, tax on professional income, self-employment, tax rate, entrepreneurs.
Purpose: to sum up the first results of the experiment on the introduction of a new special tax regime – Tax on professional income. Discussion: The article discusses the prerequisites for the emergence of a tax on professional income. The state has developed a law for self-employed citizens, which gives them the right to work within the legal framework with a fairly loyal tax regime. During the experiment, various proposals were made to support small businesses and amend the regime. Results: the introduction of a tax on professional income will allow the self-employed to enter the legal field, improve the efficiency of the tax system, increase tax collection, motivate entrepreneurs to pay taxes, make business more transparent, which will, in general, have a positive impact on the entire financial system of the country.
Russian deposit insurance system: formation of efficiency evaluation practices
Keywords: deposit insurance, credit institution, bank, deposit, assessment, performance indicators, deposit insurance system, financial crisis.
Purpose: to clarify the system of indicators for evaluating the effectiveness of Deposit insurance. Discussion: the relevance of the presented research is determined by the need to maintain financial stability in individual States and regions. Deposit insurance systems created for this purpose and widely used in recent years in the world should be evaluated in terms of their effectiveness. Results: the periodization of the development of Deposit insurance systems in the world and domestic practice is supplemented from the position of countering and overcoming the consequences of large-scale economic and financial crises; the system of indicators to evaluate the effectiveness of the Deposit insurance system at the level of (iv) in the course of reviews conducted by non-state third parties, which allows to represent the performance of CERs on the part of its participants, not only from the institutions that implement it in practice – the CBR and the DIA. The proposed measures to improve the Russian Deposit insurance system mainly relate to its performance indicators.
Federal funding of FTIP and budgets of regional economies of the south of Russia
Keywords: federal investment program, socio-economic system, consolidated budget, program-target method of financing, state program, national project, state policy, budget investments.
Purpose: to justify the use of changes in the flow of budget investments for the implementation of the Federal targeted investment program (FTIP) as an indicator that characterizes the entry into the regional economic system. Discussion: the article examined the problem of choosing directions and methods for solving the scientific problem of studying the reaction of the regional economy to changes in the parameters of Federal financing of state programs in the conditions of the program-target method of budget planning. Results: it does not make sense to use the total amount of funds allocated within the framework of state programs (as a parameter that characterizes entry into the system) when analyzing the reactions of regional economies to changes in budget financing of national projects and state programs because their main volume, in fact, is financing the current activities of budget recipients and their departmental target programs, so it cannot show a reliable correlation with changes in the economic characteristics of the region. The most relevant indicator for this analysis is the flow of budget investments for the implementation of the Federal targeted investment program (FTIP).
M.I. Pshmahova, YU.A. Abrosimova, K.V. Bykova, M.G. Napalkova
Financial system of the Russian Federation in a new optimization configuration loop
Keywords: financial system, financial system indicators, information technologies, financial capital mobility, market conditions, scoring models, digital transformation, financial market expansion.
Purpose: to consider the financial system of the Russian Federation in a new circuit of optimization configuration. Discussion: this article examines the possibilities of the Russian financial market and its priorities, namely: the dominance of the banking system over non-credit financial organizations, the dependence of economic agents on investing in their own funds, the hegemony of the budget and inter-firm channels for the redistribution of financial resources. The scheme of functioning of the financial system of the Russian Federation, as well as its indicators, is visualized. The influence of the financial market on the imbalance of market conditions is considered. Results: the priority direction of the Russian financial system development is the development of the financial macro-market. Effective functioning of the financial sector allows not only to accelerate the pace of economic growth in the country, but also to improve the quality of life. Also, the use of digital technologies to provide financial services encourages innovation in the domestic financial sector. Digital transformation is the engine of financial market development.
M.I. Pshmahova, M.G. Napalkova, E.V. Slepcova, I.F. Arutyunova
Strategic contour of protection of financial resources and financial markets of the Russian Federation in the context of increasing socio-economic challenges
Keywords: financial resources, financial markets, challenges, state, innovative projects, financial regulation, pandemic, financial protection.
Purpose: to consider the strategic outline of the protection of financial resources and financial markets of the Russian Federation in modern socio-economic conditions. Discussion: the article examines the levels of protection of financial resources and state markets. The main goal of protecting financial resources was interpreted as finding a balance between reducing risks, ensuring acceptable rates of economic growth and the costs of complying with the requirements of the regulator; the need to develop the potential of financial markets through the implementation of large-scale infrastructure and innovation projects has been proved. Results: Today it is technologies that create problems in the field of financial regulation, they also offer their solutions, simplifying regulatory monitoring. New development banks are focused on reducing the negative consequences of the sanctions and coronavirus regimes in the future, but now they often make it difficult to effectively regulate the financial system.
Analysis of trends, structural changes and competition in the russian banking market
Key words: banks, banking products, banking services, competition, financial result, customers, financial availability, credit organizations.
Purpose: identify the main trends that characterize the Russian banking market, based on an analysis of the dynamics of its development over the past decade. Discussion: the banking market is constantly changing in the context of an unstable external environment, growing plague challenges and heightened competition. The article analyzes the development of the Russian banking market over a long period of time, reveals the structural changes that have occurred in it under the influence of various factors and trends prevailing at the present stage. The quantitative and structural characteristics of the domestic banking sector are given, and the financial results of its activities are reflected in interrelation with the active rehabilitation policy pursued by the Bank of Russia. Results: based on the results of the study, problems were identified, including a low level of financial availability in certain regions, which arose as a result of the processes of consolidation and concentration of the banking sector, and possible solutions were proposed. To eliminate the existing structural imbalances and imperfect competition in the banking market, it is recommended to consider the possibility of applying government support measures for small regional banks.
R. Yousef, O.V. Vaganova
Security threats to electronic banking services systems in modern conditions
Keywords: electronic banking services, security, cyber-attacks, financial fraud, consumer protection, authentication tools, banking transactions, information security.
Purpose: to consider threats to the security of banking services in modern conditions. Discussion: this article attempts to: analyze the potential dangers that threaten the security of electronic banking services through a comprehensive study of the relevant literature; analyze the current situation with the security of electronic banking services in Russia and in the world, based on statistics of unauthorized transactions and attacks by cybercriminals; identify tools and methods that can protect consumers in the field of electronic banking services. Results: electronic banking services have many advantages that improve the quality of customer service. However, more attention needs to be paid to the security of e-banking services from fraud, because the lack of security controls makes e-banking services unreliable for many even today. Every year, a significant number of security breaches of the electronic banking system are reported, which draws attention to the need to protect and inform customers about the risk of exposure to malicious actions initiated by cybercriminals. Financial institutions and consumers recognize that attacks and financial fraud are becoming more complex and are being committed by a different class of criminals. This class is becoming more sophisticated and uses technology as part of its strategy.
O.V. Nikulina, L.V. Petrunya
The analysis of development of innovative activity of the international company in the sphere of automotive industry (on the example of volkswagengroup automobile concern)
Keywords: innovative development, international company, competitiveness, competitive advantages, automotive industry, strategic development, digitalization, environment.
Purpose: justification of the need for the development of innovative activities to ensure a high level of competitiveness of the international company Volkswagen Group. Discussion: the article presents an analysis of the innovative activities of the Volkswagen Group, analyzes the results of funding research and development for the period 2015-2019, draws conclusions about the implementation of the company’s strategic objectives in the field of implementing the results of R&D into practical activities. Results: the authors obtained a conclusion about the stable innovative development of the Volkswagen Group and its focus on the introduction of innovative technologies that ensure the development of promising solutions in the field of mobility, the creation of technological expertise to strengthen competitiveness, expand the range of products and services, as well as improve functionality, quality, safety and environmental compatibility of products and services.
Trends and prospects for the development of european low-cost
airlines in the context of macroeconomic instability (for example, ryanair, easyjet, wizz air, transavia, vueling)
Keywords: low-cost airlines, low-cost air transportation, regional air transportation, air transportation market, regional airports, crisis management, strategic planning, risk management.
Purpose: to analyze the activities of the leading European low-cost airlines, which play an important role in the structure of the European market for passenger air transportation (about 45% of the total number of passengers carried in 2019). Discussion: the segment of low-cost air transportation in the structure of the European market for passenger air transportation is more developed compared to emerging markets (including the Russian market for passenger air transportation). By adopting a cost-minimizing model and offering their passengers flights at a lower cost, European low-cost airlines performed well between 2008 and 2019, increasing their market share from 13% to 45%. The only Russian low-cost airline is Pobeda airline (part of the Aeroflot Group). The company was founded in 2014 and in 6 years has taken a leading position in the market. The airline is actively developing its domestic and international air network, increasing its aircraft fleet, demonstrating high growth and development rates. Foreign low-cost airlines are expressing interest in expanding their presence in the Russian market by increasing the number of international destinations. This testifies to the demand for the segment of low-cost air transportation in the Russian market. Results: the development of the segment of low-cost transportation in the structure of the Russian market for passenger air transportation can become the basis for market development in the context of overcoming the crisis caused by the impact of the COVID-19 pandemic. Reducing the cost of air tickets, expanding short and medium-haul destinations (from 500 to 1500 km) promotes the popularization of air transport as an alternative to rail and road communications.
T.A. Riabchikova, S.S. Shmarlovskaia
Features and consequences of international labor migration in the region on the example of the Tomsk region
Keywords: labor migration, migration flows, labor market, region, needs, foreign labor force, territory, resources.
Purpose: to assess the impact of the influx of labor migrants on the development of the economy and business in the region, as well as to identify the existing problems in attracting foreign labor. Discussion: population migration makes a significant contribution to the demographic state of Russian regions, most of which are characterized by natural population decline. Labor immigration management requires the state and local self-government bodies to bring the size and structure of foreign labor migrants in line with the needs of regional labor markets in order to solve the problem of staff shortages, but to prevent intense competition between foreign and domestic workers. Results: it was revealed that the Tomsk region is experiencing the greatest unmet demand for skilled workers and average technical personnel. Natural population decline and imbalances in the labor market lead to the need to attract foreign labor in a number of sectors of the region’s economy. One of the factors for the favorable development of the regional economy in the future is the effective management of labor migration, which requires the development of appropriate strategies and programs.
R.R. Mukuchyan, A.V. Kovalenko, R.N. Sandul, YU.R. Kravchenko
Updating digital technologies in the context of corporate strategizing: features of personnel marketing in 2019
Keywords: personnel marketing, corporate strategizing, Internet marketing, marketing automation, Internet advertising, marketing promotion, artificial intelligence, digital industry drivers.
Purpose: to review Internet promotion tools, new features and trends in Internet marketing. Discussion: the conference was attended by leading experts from such well-known companies as Ozon, Tele2, Unichel, VEK Cosmetics, DeltaClick, First OFD, Kosmos-Web, IT Construct, Idea Nova, Let’s Rock, White Surface, USERSTORY and others. The conference was attended by more than 160 delegates. The conference was organized by the Obuv Rossii group of companies and the Sibir E-commerce club. Two days of the conference is a deep dive into the topic of Internet marketing. Leading experts held lectures and master classes and shared their experience working on projects in the Internet environment. The main purpose of the conference was to discuss the following issues: new technologies and tools for increasing online sales; trends and new approaches in the field of Internet marketing; nuances of launching an online store; strategies for promoting mobile applications; competent communication based on psychographic segments; creating an army of microinfluencers and brand evangelists, etc. Results: Internet marketing has changed consumer behavior. Thanks to online marketing, we know about products, want to buy everything we need, and can make the right decisions before buying. Modern retail is a phenomenon with new laws and characteristics, the main of which are the highest competition and the transition to the digital sphere. The old advertising and marketing technologies do not work, and the younger generation of buyers is forced to look for new approaches to promote the product. This conference is an opportunity to address a wide range of Internet marketing issues, as well as to determine how to use the existing opportunities and resources of the company in the new environment, how to work more efficiently with the lowest costs.
Economic aspects of digital platforms based IT- corporations growth
Keywords: platform business model, communications, Internet environment, competition, monetization, digital services, capitalization, corporations.
Purpose: to substantiate the economic benefits of organizations using a platform business model. Discussion: the article discusses various types of organizations (corporations) that have built a successful business based on the development of communications in the Internet environment, including in social networks, online commerce, video hosting, delivery of goods and transport services, multidisciplinary platforms. It is a highly competitive business with complex and varied forms of monetization. The economic aspects of the activities of multidisciplinary platform companies, the largest of which in the IT segment is Google, are considered. Results: It was shown that business organization based on digital platforms provides advantages over traditional business models. The economic advantages of platform-based business models are confirmed by the high capitalization score of corporations of business platforms compared to real-world companies.