Маркетинг електронних комунікаційв умовах цифрової економіки
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Дата
2023
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Анотація
У статті викладено результати вивчення сучасного стану та напрямів розвитку маркетингу електронних комунікацій. Розглянуто економіко-технологічні процеси, що впливаютьна розвиток маркетингу комунікацій. Розроблено та представлено схему моделі системивзаємних зв'язків маркетингу. Усі організації системи забезпечені взаємними зв'язками задопомогою цифрових каналів електронних комунікацій. Головна мета маркетингу електронних комунікацій повністю відповідає меті традиційного маркетингу: націлювати підприємства на отримання прибутку, що може забезпечити не тільки виживання підприємствав умовах ринкової конкуренції, а й його стабільний розвиток у довгостроковій перспективі.Орієнтація маркетингу електронних комунікацій (як і інших сфер економіки) безперервно змінювалася, адаптуючись до ринкових умов, що змінюються, спрямовуючи виробника на пріоритети, які є найактуальнішими в той чи інший період.
This article presents the results of a study of the current state and directions of development of elec-tronic communications marketing. This problem is new, practically not yet investigated, but modern, so the theme of the article is relevant. The article considers the economic and technological processes of modern times that affect the development of electronic communications marketing: the emergence of digital economy, a significant increase in the importance in the economy and in the life of the state of electronic communications and electronic communications marketing. The paper outlines: the goals and objectives of the marketing of electronic communications in the digital economy; features of the use of digital channels of electronic communications; organization of relationship and interaction between marketing of electronic communications and marketing of digital products, as well as with consumers of digital products and other participants of digital markets. The scheme of the model of the system of mutual links of marketing of electronic communications was developed and presented.The heuristic anaxiomatic approach, which allows us to fully use the creative abilities of the researcher,has been used in the development of the scheme. All organisations in the system are interconnected through digital electronic communications channels. The scheme is a realistic representation of the current relationships of all participants in the system. The main purpose of marketing of electronic com-munications enterprises is fully consistent with the purpose of traditional marketing: to aim at making profits, which can ensure not only the survival of the enterprise in the market competition, but also its stable development in the long run. During the development of the economy, the orientation of the marketing of electronic communications enterprises (as other areas of the economy) has been continu-ously changing, adapting to the continuously emerging more powerful technologies, to the changing market conditions, directing the manufacturer to the prioritiesthat are most relevant in a given period.
This article presents the results of a study of the current state and directions of development of elec-tronic communications marketing. This problem is new, practically not yet investigated, but modern, so the theme of the article is relevant. The article considers the economic and technological processes of modern times that affect the development of electronic communications marketing: the emergence of digital economy, a significant increase in the importance in the economy and in the life of the state of electronic communications and electronic communications marketing. The paper outlines: the goals and objectives of the marketing of electronic communications in the digital economy; features of the use of digital channels of electronic communications; organization of relationship and interaction between marketing of electronic communications and marketing of digital products, as well as with consumers of digital products and other participants of digital markets. The scheme of the model of the system of mutual links of marketing of electronic communications was developed and presented.The heuristic anaxiomatic approach, which allows us to fully use the creative abilities of the researcher,has been used in the development of the scheme. All organisations in the system are interconnected through digital electronic communications channels. The scheme is a realistic representation of the current relationships of all participants in the system. The main purpose of marketing of electronic com-munications enterprises is fully consistent with the purpose of traditional marketing: to aim at making profits, which can ensure not only the survival of the enterprise in the market competition, but also its stable development in the long run. During the development of the economy, the orientation of the marketing of electronic communications enterprises (as other areas of the economy) has been continu-ously changing, adapting to the continuously emerging more powerful technologies, to the changing market conditions, directing the manufacturer to the prioritiesthat are most relevant in a given period.
Опис
Ключові слова
кіберпростір, маркетинг електронних комунікацій, споживачі та виробники, conditions for the development of the digital economy, cyberspace, digital consumers and producers, digital channels, electronic communications marketing
Бібліографічний опис
Стрій, Л. Маркетинг електронних комунікацій в умовах цифрової економіки [Текст] / Л. Стрій, Л. Захарченко // 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.]. – 2023. – № 4 (04). – С. 9–14. – DOI: https://doi.org/10.32782/dees.4-2