CRM технології в управлінні асортиментною політикона маркетплейсах
Ескіз недоступний
Дата
2025
Назва журналу
Номер ISSN
Назва тому
Видавець
Анотація
Стаття присвячена дослідженню ролі CRM-технологій в управлінні асортиментною політикою компаній, що здійснюють продаж товарів через маркетплейси. Розглянуто актуаль- ність проблеми в контексті зростання онлайн-торгівлі та високої конкуренції на онлайн- платформах. Проаналізовано специфіку управління асортиментом на маркетплейсах та можливості CRM-систем у зборі й аналізі клієнтських даних. Визначено ключові напрямки застосування CRM для оптимізації товарного портфеля, включаючи персоналізацію пропозицій, прогнозування попиту, управління запасами та використання зворотного зв’язку. На основі аналізу наукових публікацій виявлено недостатність комплексних досліджень у цій сфері та обґрунтовано необхідність розробки практичних рекомендацій з інтеграції CRM з маркетплейсами. Визначено перспективи подальших наукових досліджень, спрямованих на поглиблене вивчення ефективності CRM-інструментів та розробку моделей оптимізаці асортиментної політики на онлайн-платформах.
The purpose of the article is to study the possibilities and peculiarities of using CRM technologies to improve the efficiency of managing the assortment policy of companies selling goods through marketplaces. The article addresses the topical issue of optimizing the management of the assortment policy of companies that actively use marketplaces as a key channel of online commerce. Particular attention is paid to the potential of CRM technologies as a powerful tool for collecting, comprehensively analyzing and practically using customer data. The article uses such research methods as analysis of scientific literature, systematization of theoretical provisions, comparative analysis of existing approaches, and generalization of practical experience. The article identifies the key areas of application of analytical capabilities of CRM technologies to optimize various aspects of assortment policy in marketplaces. Among them are personalization of product offers based on customer segmentation, improving the accuracy of forecasting demand for various product categories, optimizing inventory management to prevent shortages or overstocks, and using customer feedback to continuously improve the quality of goods and the assortment as a whole. A certain lack of comprehensive research has been identified that directly focuses on the use of CRM technologies in the context of managing the assortment policy in marketplaces. In this regard, the relevance of developing practical recommendations for the effective integration of CRM systems with various marketplace platforms in order to achieve optimal management of the product portfolio is substantiated. The importance of further scientific research to develop practical tools and strategies aimed at improving the efficiency of assortment policy management in marketplaces using CRM technologies is emphasized. The practical significance of the article lies in the fact that the results of the study can be used by companies to develop practical recommendations for integrating CRM systems with marketplaces in order to form a more customer-oriented assortment policy, increase the efficiency of online commerce and strengthen competitive positions.
The purpose of the article is to study the possibilities and peculiarities of using CRM technologies to improve the efficiency of managing the assortment policy of companies selling goods through marketplaces. The article addresses the topical issue of optimizing the management of the assortment policy of companies that actively use marketplaces as a key channel of online commerce. Particular attention is paid to the potential of CRM technologies as a powerful tool for collecting, comprehensively analyzing and practically using customer data. The article uses such research methods as analysis of scientific literature, systematization of theoretical provisions, comparative analysis of existing approaches, and generalization of practical experience. The article identifies the key areas of application of analytical capabilities of CRM technologies to optimize various aspects of assortment policy in marketplaces. Among them are personalization of product offers based on customer segmentation, improving the accuracy of forecasting demand for various product categories, optimizing inventory management to prevent shortages or overstocks, and using customer feedback to continuously improve the quality of goods and the assortment as a whole. A certain lack of comprehensive research has been identified that directly focuses on the use of CRM technologies in the context of managing the assortment policy in marketplaces. In this regard, the relevance of developing practical recommendations for the effective integration of CRM systems with various marketplace platforms in order to achieve optimal management of the product portfolio is substantiated. The importance of further scientific research to develop practical tools and strategies aimed at improving the efficiency of assortment policy management in marketplaces using CRM technologies is emphasized. The practical significance of the article lies in the fact that the results of the study can be used by companies to develop practical recommendations for integrating CRM systems with marketplaces in order to form a more customer-oriented assortment policy, increase the efficiency of online commerce and strengthen competitive positions.
Опис
Ключові слова
CRM-технології, маркетплейси, асортиментна політика, товарна пропозиція, споживчий попит, оптимізація асортименту, CRM technologies, marketplaces, assortment policy, product offer, consumer demand, assortment optimization
Бібліографічний опис
Гринів Н. CRM-технології в управлінні асортиментною політикона маркетплейсах [Текст] / Н. Гринів, О. Костюк // Цифрова економіка та економічна безпека : науково-практичний журнал / Причорноморський науково-дослідний інститут економіки та інновацій, Сумський державний педагогічний університет імені А. С. Макаренка ; [гол. ред. О. Ю. Кудріна, редкол.: В. В. Божкова, В. І. Борщ, Н. М. Вдовенко та ін.]. – 2025. – № 2 (17). – С. 122–127. – DOI: https://doi.org/10.32782/dees.17-20