DOI: http://doi.org/10.15350/2409-7616.2021.3.33

UDC 339.13:004.738.5

Popova A.A.¹ (Donetsk, Donetsk People’s Republic) – E-mail: Annushka.Popova@gmail.com

¹Donetsk National University of Economics and trade named after Mikhail Tugan-Baranovsky

Abstract. The article deals with the actual problems of the development of virtual markets and the assessment of marketing potential. The realities of the modern virtual market require marketing scientists to comprehend both the scientific, theoretical and practical aspects of the further development of marketing, the tools of which are successfully used to optimize the commercial activities of companies on the Internet. Innovative e-commerce solutions and business processes involving the use of digital marketing tools have contributed to the sustainable operation of companies in both real and virtual economic spaces. Digital marketing is closely related to the development of technology, the field of its functioning is unlimited, at the moment it is one of the dynamically developing types of marketing, which is reaching the peak of its popularity. In the long term, the philosophical basis of the digital marketing concept will be to meet and attract individual needs in a virtual economic environment as a single self-organizing system using numerous specific interpenetrating strategies and tools of the traditional and virtual market in order to achieve sustainable competitiveness of an enterprise, territory, state. The article proposes a set of indicators on the feasibility of operating in the virtual market for business entities, which are grouped into three key groups: industry indicators, indicators of the provision of the virtual market with infrastructure and indicators of business development. These indicators make it possible to assess how much the infrastructure of the virtual market is generally developed in the country or in the world and the authorities, business and population are covered by the Internet and use it. A scientific and methodological approach to assessing the marketing potential of the virtual market has been developed, which is based on the ratio of the demand values ​​in the traditional and virtual markets, which makes it possible to substantiate a set of indicators of business entities for making a decision on the implementation of their activities in the virtual market.

Keywords: virtual market, marketing potential, e-commerce, internet, e-business, digital technologies.

References:

1. Avdeeva E.A., Borisova A.A. Formation of the loyalty ecosystem as a growth strategy in retail. CITISE, 2019, no. 29(19), pp. 20. URL: https://elibrary.ru/item.asp?id=38505990
2. Agafonova A.N., Yakhneeva I.V. Development of it infrastructure of the market as a condition for ensuring effective interaction of business entities. Bulletin of the Samara state University of Economics, 2019, no. 11 (181), pp. 42-48. (In Russian) URL: https://www.elibrary.ru/item.asp?id=42543679
3. Brikota K.Yu., Nasybulina V.P., Popova T.S. Current social trends and their impact on the economy of social behavior. Economics of sustainable development, 2020, no. 2, pp. 39-43. (In Russian) URL: https://elibrary.ru/item.asp?id=43826097
4. Vertakova Y.V., Androsov I.V., Akulov A.Yu. Institutional transformation of socio-economic systems in terms of digitalization: state, trends, problems and prospects. Monograph. Kursk, University book Publ., 2020, 294c. (In Russian) URL: https://www.elibrary.ru/item.asp?id=21971509
5. Gaisumov A.S., Isaev A.S., Visambiev B.M. Influence of the threat of a new coronavirus infection on the activities of commercial organizations. CITISE, 2020, no. 2, pp. 317- 325. (In Russian) URL: https://elibrary.ru/item.asp?id=43167325
6. Erokhina T.B., Parkhomenko T.V. Marketing and logistics communications in the process of product distribution. Bulletin of the Rostov state University of Economics, 2019, no. 3, pp. 66-70. (In Russian) URL: https://www.elibrary.ru/item.asp?id=43803022
7. Zvereva A.O., Ilyashenko S.B. Innovative solutions in trade in the context of global economic processes. Journal of Russian entrepreneurship, 2018, no. 3. pp. 609 – 618. (In Russian) URL: https://elibrary.ru/item.asp?id=32678877
8. Krylova Yu.V., Telekhov I.I., Tsenzharik M.K. Digital platforms: essence, types, features of functioning. Saint Petersburg, Saint Petersburg State University Publ., 2019, pp. 25-43. (In Russian) URL: https://www.elibrary.ru/item.asp?id=41398949
9. Mangobe, M.M. The main factors of the development of virtual markets. East European Scientific Journal. Economic sciences, 2019, no. 50(7), pp. 46-49. (In Russian)
10. Kiriyenko N.Yu. Review of the state of the e-commerce market in the Russian Federation: A report on research work. Moscow, Gaidar Institute of Economic Policy Publ., 2019. – 59 p. (In Russian)
11. Pankina T.V., Nikishin A.F., Boikova A.V. Attracting and retaining customers in eCommerce. Russian entrepreneurship, 2020, no. 3, pp. 683-696. (In Russian) URL: https://www.elibrary.ru/item.asp?id=32678884
12. Popenkova D.K. E-Commerce is one of the most promising forms of retail development. International research journal, 2016, no. 5 (47), pp. 147-150. URL: https://www.elibrary.ru/item.asp?id=26023660
13. Solomonova V.N., Redkina T.M., At-Tal F. Strategic reorientation of the economy under the influence of coronavirus. Colloquium-journal, 2020, no. 10 (62), pp. 38. (In Russian) URL: https://www.elibrary.ru/item.asp?id=42739304
14. Yakovleva Yu.K., Popova A.A. History and evolution of Internet marketing as a component of e-commerce. Trade and Market: scientific journal, 2019, no. 2(50), pp. 168-174. (In Russian)
15. Ergashhod S. J. Genesis of the concept of the essence of innovative marketing. Theoretical and applied Sciences, 2018, no. 3, pp. 113-119. URL: https://elibrary.ru/item.asp?id=32775441
16. Kuntsman A., Arenkov I.A. Method for assessing effectiveness of company digital transformation: integrated approach. IBIMA Business Review, 2019, vol. 2019, ID 334457 DOI: 10.5171/2019.334457

For citation:

Popova A.A. Approach to assessment of the marketing potential of the virtual market in the Donetsk People’s Republic. CITISE, 2021, no. 3, pp.411-424. DOI: http://doi.org/10.15350/2409-7616.2021.3.33