Предмет. Сукупність теоретичних, методичних і практичних аспектів онлайн просування інноваційного... more Предмет. Сукупність теоретичних, методичних і практичних аспектів онлайн просування інноваційного маркетингу. Мета. Теоретико-методичне обґрунтування та розробка практичних рекомендацій щодо вдосконалення інструментів просування інноваційного маркетингу е-торгівлі. Методи. В основу представленого дослідження покладено наступні наукові методи: теоретичного узагальнення та групування – для структурування інструментів просування інноваційного маркетингу е-торгівлі; методи зіставлення, формалізації та синтезу – для виявлення перспективних інструментів просування інноваційного маркетингу е-торгівлі; принципи наукового контент-аналізу – для ідентифікації різновидів типів цифрового контенту в соціальних мережах. Результати. У даній статті виділено інструменти просування інноваційного маркетингу е-торігвлі як от: Paid Media, Earned media, Shared Media, Owned Media. Проаналізовано джерела трафіку ТОР-5 інтернет-магазинів світу та України та встановлено, що перспективним інструментом просуван...
Bulletin of Taras Shevchenko National University of Kyiv. Economics
The article examines different approaches of scientists to the impact of e-commerce on globalizat... more The article examines different approaches of scientists to the impact of e-commerce on globalization transformations in the world and in Ukraine. E-commerce has become a primary factor in accelerating the process of globalization. The increase in the value of goods exported and imported around the world reflects the development of international trade, globalization, and technological progress. The trends of world economic development were analyzed and the correlation between economic growth and trade was revealed. The author studied the dynamics of the share of retail e-commerce by region and analyzed the regional share of e-commerce in retail. Countries with fast growth in e-commerce differ from the list of e-commerce leaders, which indicates that the markets are oversaturated with goods, that is, supply outweighs demand. An analysis of countries with rapid growth in e-commerce, the level of Internet penetration, and the number of e-users was carried out. Attention is paid to the e...
The global innovation index was analyzed, tracking the latest global innovation trends against th... more The global innovation index was analyzed, tracking the latest global innovation trends against the background of the Russian-Ukrainian war, the COVID-19 pandemic, and the energy crisis in Europe. The regional location of innovatively powerful blocs of the world is evaluated. The innovative potential of Ukraine was assessed and factors affecting the country's development were identified. According to the rating, all countries of the world are divided into countries according to the level of development: high, above and below average income. For 12 years in a row, Switzerland has topped the list of the world's most innovatively developed countries. Taking into account that marketing is a component of the creative industry, an analysis of promising directions of development was carried out, namely: human resources and research; business development; results of knowledge and technologies; creative services. Based on the results, an analysis of the strengths/weaknesses and prospe...
The article researches innovations in the marketing channels. Collaboration of enterprises in the... more The article researches innovations in the marketing channels. Collaboration of enterprises in the channels, based on the marketing relations, allowed to consider innovations in the marketing channels in terms of their development in prospects: technological, structural, of interaction. The proposed innovations allowed to research the influence of factors of external environment and of consumer tendencies on the innovative development of enterprises, based on expectations of consumers, problems of industrial development and legal problems, and also identify the innovative challenges and potential solutions. The business models in the channel are considered from the point of view of an integrated presentation of: innovations in the business model; relationship between the customer and the entire business model; resources to carry out activities; customer's specific context to create client value; relationships and channels between the partners and the customer.
The computation algorithm for determination of the socioeconomic development integral indicator b... more The computation algorithm for determination of the socioeconomic development integral indicator based on the methods of factor analysis and expert evaluations has been described in the paper. By taking into account the knowledge and experience of experts, the factor model for evaluation of the level of socio-economic development has been improved. Based on the joint use of the methods of factor analysis and expert evaluation, the algorithm of automated computation for integral indicators has been developed. The approach has increased the reliability of the results of calculations and made it possible to analyze the correlations between indicators in terms of their influence on the overall socio-economic situation. The developed computation algorithm is used in the educational process within the framework of teaching the discipline ”Prognostics of socio-economic processes”.
The article is devoted to a comprehensive analysis of peculiarities of the content types, which c... more The article is devoted to a comprehensive analysis of peculiarities of the content types, which can be placed in social media and Ukrainian Internet media, its differences, types of manipulation, and methods of prevention, perception, and distribution of unreliable information, determination of difference between fact and judgment. The article also analyzes the statistics of social media usage in Ukraine and around the world, using Facebook as an example. Various kinds and types of media existing on the Internet and traditional, conducted a survey of the most popular content using the Starch method, it was possible to identify how a person perceives one content that is placed on different media. The relationship between content type and media type is established. The phenomenon of information restriction, arising as a result of modern algorithms embedded in the Internet companies and social media, their positive and negative aspects and why, therefore, we are deprived of a choice am...
Предмет. Сукупність теоретичних, методичних і практичних аспектів онлайн просування інноваційного... more Предмет. Сукупність теоретичних, методичних і практичних аспектів онлайн просування інноваційного маркетингу. Мета. Теоретико-методичне обґрунтування та розробка практичних рекомендацій щодо вдосконалення інструментів просування інноваційного маркетингу е-торгівлі. Методи. В основу представленого дослідження покладено наступні наукові методи: теоретичного узагальнення та групування – для структурування інструментів просування інноваційного маркетингу е-торгівлі; методи зіставлення, формалізації та синтезу – для виявлення перспективних інструментів просування інноваційного маркетингу е-торгівлі; принципи наукового контент-аналізу – для ідентифікації різновидів типів цифрового контенту в соціальних мережах. Результати. У даній статті виділено інструменти просування інноваційного маркетингу е-торігвлі як от: Paid Media, Earned media, Shared Media, Owned Media. Проаналізовано джерела трафіку ТОР-5 інтернет-магазинів світу та України та встановлено, що перспективним інструментом просуван...
Bulletin of Taras Shevchenko National University of Kyiv. Economics
The article examines different approaches of scientists to the impact of e-commerce on globalizat... more The article examines different approaches of scientists to the impact of e-commerce on globalization transformations in the world and in Ukraine. E-commerce has become a primary factor in accelerating the process of globalization. The increase in the value of goods exported and imported around the world reflects the development of international trade, globalization, and technological progress. The trends of world economic development were analyzed and the correlation between economic growth and trade was revealed. The author studied the dynamics of the share of retail e-commerce by region and analyzed the regional share of e-commerce in retail. Countries with fast growth in e-commerce differ from the list of e-commerce leaders, which indicates that the markets are oversaturated with goods, that is, supply outweighs demand. An analysis of countries with rapid growth in e-commerce, the level of Internet penetration, and the number of e-users was carried out. Attention is paid to the e...
The global innovation index was analyzed, tracking the latest global innovation trends against th... more The global innovation index was analyzed, tracking the latest global innovation trends against the background of the Russian-Ukrainian war, the COVID-19 pandemic, and the energy crisis in Europe. The regional location of innovatively powerful blocs of the world is evaluated. The innovative potential of Ukraine was assessed and factors affecting the country's development were identified. According to the rating, all countries of the world are divided into countries according to the level of development: high, above and below average income. For 12 years in a row, Switzerland has topped the list of the world's most innovatively developed countries. Taking into account that marketing is a component of the creative industry, an analysis of promising directions of development was carried out, namely: human resources and research; business development; results of knowledge and technologies; creative services. Based on the results, an analysis of the strengths/weaknesses and prospe...
The article researches innovations in the marketing channels. Collaboration of enterprises in the... more The article researches innovations in the marketing channels. Collaboration of enterprises in the channels, based on the marketing relations, allowed to consider innovations in the marketing channels in terms of their development in prospects: technological, structural, of interaction. The proposed innovations allowed to research the influence of factors of external environment and of consumer tendencies on the innovative development of enterprises, based on expectations of consumers, problems of industrial development and legal problems, and also identify the innovative challenges and potential solutions. The business models in the channel are considered from the point of view of an integrated presentation of: innovations in the business model; relationship between the customer and the entire business model; resources to carry out activities; customer's specific context to create client value; relationships and channels between the partners and the customer.
The computation algorithm for determination of the socioeconomic development integral indicator b... more The computation algorithm for determination of the socioeconomic development integral indicator based on the methods of factor analysis and expert evaluations has been described in the paper. By taking into account the knowledge and experience of experts, the factor model for evaluation of the level of socio-economic development has been improved. Based on the joint use of the methods of factor analysis and expert evaluation, the algorithm of automated computation for integral indicators has been developed. The approach has increased the reliability of the results of calculations and made it possible to analyze the correlations between indicators in terms of their influence on the overall socio-economic situation. The developed computation algorithm is used in the educational process within the framework of teaching the discipline ”Prognostics of socio-economic processes”.
The article is devoted to a comprehensive analysis of peculiarities of the content types, which c... more The article is devoted to a comprehensive analysis of peculiarities of the content types, which can be placed in social media and Ukrainian Internet media, its differences, types of manipulation, and methods of prevention, perception, and distribution of unreliable information, determination of difference between fact and judgment. The article also analyzes the statistics of social media usage in Ukraine and around the world, using Facebook as an example. Various kinds and types of media existing on the Internet and traditional, conducted a survey of the most popular content using the Starch method, it was possible to identify how a person perceives one content that is placed on different media. The relationship between content type and media type is established. The phenomenon of information restriction, arising as a result of modern algorithms embedded in the Internet companies and social media, their positive and negative aspects and why, therefore, we are deprived of a choice am...
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