CURRENT STATE MARKET INTERNET TECHNOLOGIES: DETERMINANTS OF MARKET DEVELOPMENT AND NEW APPROACHES TO MARKETING ACTIVITY

2015

Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut", Vol 0, Iss 12 (2015)

In the article there were presented and analysed the main determinants of the development of Internet commerce. The factors of the market were discovered, which include increasing the number of Internet users, increase in purchases by online shops and popularization of mobile devices to make purchases. It was considered the role of social networks in the process of online shopping. Found that social networks not only communicate in this environment, but also form new information space within communities, influencing purchasing behavior of consumers. It is shown that social networks have become from a channel of communication in the sales products channel. Also, it was analysed the development of network infrastructure, which includes payment systems and site-aggregators and their role in the process of online purchase. Phenomenon of sales omnichannels that formed in the modern network environment was researched. Based on the analysed determinants own approach to marketing activities, namely crowd marketing was proposed. It was created dual-circuit model of the network communication influence, which is the basis for the concept of crowd marketing.

article

English
Russian
Ukrainian

Igor Sikorsky Kyiv Polytechnic Institute, 2015.

Інтернет-торгівля, соціальні мережі, детермінанти, краудмаркетинг, двоконтурна модель, Business, HF5001-6182, Economics as a science, HB71-74