Розвиток збутової діяльності на ринку електронної комерції
Date
2017-03-28
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Видавництво Львівської політехніки
Abstract
Досліджено віртуальний ринок, як перспективний шлях для удосконалення
збутової діяльності. Проаналізовано ринок електронної комерції України. Виокремлено
основні недоліки ведення збутової діяльності лише в реальному секторі економіки.
Обґрунтовано переваги ведення збутової діяльності на онлайн-ринку. Сформовано
рекомендації для започаткування інтернет-торгівлі на українських підприємствах,
спираючись на тенденції, присутні на ринку електронної комерції ЄС. Запропоновано
механізм виходу на ринок електронної комерції. Проведено розрахунок економічного
ефекту від запропонованих збутових заходів. Надано рекомендації щодо подальшого
розвитку на онлайн-ринку.
Nowadays, the regulation of sales policy plays an extremely important role in the effective conduct of entrepreneurial activity. The urgency of this topic is that the sales activity for today is carried out not only in the real sector, but also virtual, which is why the optimal way to increase the sales campaign of the company is the introduction of new channels of sales through online stores. To address this issue, the main task of this article is to study the ecommerce market in Ukraine as a prospect to enter the online sector and capture new online consumers. Using international experience one can predict the rapid growth of Internet purchases due to the increase of Internet consumers, because today 50 % of the population of Ukraine are Internet users, therefore, the market has a potential for development due to attraction of new Internet consumers and changes in relation to Internet- trade in the minds of Ukrainians. The current theme is that when electing e-commerce as a way to expand marketing activities, it is necessary to analyze regulatory legal acts regulating e-commerce. Today, the system of regulation of Internet commerce is not perfect, therefore one of the tasks of this article is to identify the main shortcomings of the domestic market and to predict the further way of eliminating them by giving appropriate recommendations. With the development of the international division of labor and the approach to a single common market, where enterprises not only carry out sales-purchase operations, but also produce new products and services together, the e-commerce becomes especially important as it creates long-term partnerships between enterprises and organizations with the help of communication networks. Today, we can observe more active reorientation of monetary resources from the real to the virtual sector, which determines the factor of the mandatory presence of Internet technology in the life of a modern person. E-commerce has begun since the 1990's. In powerful industrialized countries, it has become a significant national sector, as companies and organizations prefer to use the following prerogatives: speed of customer service, processing and transfer of information, goods and services. The 21st century is a new era, the era of new technologies and mass communications, where the leading role is played by information, communications with the outside world, which are connected via the Internet. Almost every area of public life can see the impact of e-commerce, from Internet banking to online commerce. That is why the sales activity of domestic enterprises should be expanded precisely in this sector
Nowadays, the regulation of sales policy plays an extremely important role in the effective conduct of entrepreneurial activity. The urgency of this topic is that the sales activity for today is carried out not only in the real sector, but also virtual, which is why the optimal way to increase the sales campaign of the company is the introduction of new channels of sales through online stores. To address this issue, the main task of this article is to study the ecommerce market in Ukraine as a prospect to enter the online sector and capture new online consumers. Using international experience one can predict the rapid growth of Internet purchases due to the increase of Internet consumers, because today 50 % of the population of Ukraine are Internet users, therefore, the market has a potential for development due to attraction of new Internet consumers and changes in relation to Internet- trade in the minds of Ukrainians. The current theme is that when electing e-commerce as a way to expand marketing activities, it is necessary to analyze regulatory legal acts regulating e-commerce. Today, the system of regulation of Internet commerce is not perfect, therefore one of the tasks of this article is to identify the main shortcomings of the domestic market and to predict the further way of eliminating them by giving appropriate recommendations. With the development of the international division of labor and the approach to a single common market, where enterprises not only carry out sales-purchase operations, but also produce new products and services together, the e-commerce becomes especially important as it creates long-term partnerships between enterprises and organizations with the help of communication networks. Today, we can observe more active reorientation of monetary resources from the real to the virtual sector, which determines the factor of the mandatory presence of Internet technology in the life of a modern person. E-commerce has begun since the 1990's. In powerful industrialized countries, it has become a significant national sector, as companies and organizations prefer to use the following prerogatives: speed of customer service, processing and transfer of information, goods and services. The 21st century is a new era, the era of new technologies and mass communications, where the leading role is played by information, communications with the outside world, which are connected via the Internet. Almost every area of public life can see the impact of e-commerce, from Internet banking to online commerce. That is why the sales activity of domestic enterprises should be expanded precisely in this sector
Description
Keywords
віртуальна економіка, онлайн-ринок, електронна комерція, збутова діяльність, інтернет-магазин, інтернет-торгівля, збутова політика, персоналізована реклама, virtual economy, online market, e-commerce, sales activity, online store, internet commerce, sales policy, personalized advertising
Citation
Горячка А. І. Розвиток збутової діяльності на ринку електронної комерції / А. І. Горячка // Вісник Національного університету “Львівська політехніка”. Серія: Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку. — Львів : Видавництво Львівської політехніки, 2017. — № 875. — С. 122–129. — (Підприємництво).