EDITOR’S NOTE
Marketing in digital era: epoch of great discoveries
Golov R. S., doctor of Economic sciences, professor, еditor-in-Chief
Journal «Economica i upravlenie v mashinostroenii»
Abstract: The material describes the results of the fifth All-Russian inter-university scientific-practical conference “Formation of the Russian marketing system in conditions of economy modernization”, which took place on February 17, 2020. The conference was held under aegis of the new digital reality creation, including marketing methods and tools. The importance of combining the scientific community representatives’ efforts in solving the problems of the Russian economy competitiveness increasing through the creation of new marketing tools, adapted to domestic market conditions, is emphasized.
Keywords: interuniversity conference, marketing, marketing instruments, digital reality, digital economy, digital ecosystem, digital platform
OPERATION OF BUSINESS, INDUSTRIAL ENGINEERING
Cloud production: transformation of production systems
Seryshev R. V., candidate of Economic sciences, associate professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Novikova S. V., Head of the Information systems user support Department of the Information technology Department of the Director General ‘s Office
PJSC MOSTOTREST, Moscow
Abstract: Recent significant advances in information technology, such as cloud computing and the Internet of things, have opened up a new area of research – cloud manufacturing. This area has the potential to change the way companies do business. Cloud manufacturing customers can have access to on-demand services such as engineering design, modeling, manufacturing, assembly, testing and management. In order to expand the understanding of this area of research, both for the scientific community and for industry, this article has taken an attempt to consider the most important terms and concepts of cloud production.
Keywords: digitalization, production, cloud technologies, Industry 4.0, cloud production
Principles of the metallurgical companies’ strategy formation in Russia
Glazkova V. E., bachelor
Financial University under the Government of the Russian Federation, Moscow
Trifonov P. V., candidate of Economic sciences, associate professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The ferrous metallurgy sector is considered as an important component of Russian industry. Key trends and priorities have been identified in shaping the companies’ strategy in the metallurgy sector of the Russian manufacturing industry. A detailed analysis of the factors affecting strategic business risks in the global metallurgical sector is made. It is shown that digital innovations play a key role. Competencies in R&D, increasing operational efficiency, investments in technologies of Industry 4.0 – these are the main strategic priorities of metallurgical companies in the framework of the fourth industrial revolution.
Keywords: heavy industry, metallurgy, strategy, innovations
Key factors of operating activities for ensuring organization’s competitiveness
Savin D. I., master student
Financial University under the Government of the Russian Federation, Moscow
Anitshenko R. V., master student
Financial University under the Government of the Russian Federation, Moscow
Trifonov P. V., candidate of Economic sciences, associate professor at the Management Department, Head of Master programme Operational Management
Financial University under the Government of the Russian Federation, Moscow
Abstract: Different factors are taken into account during organization’s life cycle, and they may not always be rationally taken into consideration in the operational strategy implementation. The article shows an operational strategy concept, its hierarchical subordination in the general system of strategies and key factors that can influence the strategy formation.
Keywords: operational strategy, operational activities, production costs, price, quality, demand
Pricing policy as a means of the manufacturing company’s goals achieving
Artemyeva O. A., candidate of Economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article considers the key objectives of the manufacturing enterprise’s pricing policy. It is established that the price acts as a method of establishing relations between the producer and the buyer of the product, contributes to the formation of certain ideas about the single product characteristics, which affects the level of demand and subsequent development. The necessity of improving and adjusting the strategy for managing the enterprise’s pricing policy throughout the entire product life cycle is substantiated. It is concluded that price characterizes the level of vitality and financial stability of a manufacturing enterprise.
Keywords: manufacturing enterprise, price, pricing policy, marketing policy, consumer, profit, profitability, costs, demand, payback
Theoretical aspects of the corporate governance methods’ development in industrial holdings
Oitov K. S., postgraduate at the Economics and Management Department
Academy of Labour and Social Relations, Moscow
Psareva N. Yu., doctor of Economic sciences, professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: Scientific research in the field of corporate business management has proved that corporate governance mechanisms affect its activities’ effectiveness. These mechanisms are of particular importance in the industrial corporations’ integrated structures, so their influence extends not only to the one legal entity management, but also determines the conditions and procedure for interaction between members of a group of companies. The management mechanisms and tools development is the subject of this research.
Keywords: corporate governance, mechanisms, management tools, integrated corporate structures
INNOVATIVE INVESTMENT ACTIVITY
Marketing in an innovative integrated system
Sinyaeva I. M., doctor of Economic sciences, professor at the Logistics and marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: In presented article the author analyzes the topical problem of innovative marketing formation in the integrated system. Under the integrated innovation system, the author considers the industry cluster as a key indicator of the national economy. Noting the evolutionary development of the innovative integrated system, the author, with the figure illustration illustration, rightfully notes the main directions of marketing at the stages of innovative design and commercialization. The scientific novelty is the marketing content disclosure in the innovative integrated system.
Keywords: brand, integrated innovation system, commercialization, marketing, society, nanоtechnology
Crowdfunding as a tool for the social projects’ implementation
Kozlova N. P., candidate of Economic sciences, associate professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: This article is devoted to the study of an innovative way of attracting financial resources for the social projects implementation – crowdfunding. The essence of crowdfunding is revealed; its various types are considered. The author analyzes the most popular crowdfunding platforms in Russia and abroad, singling out those that are mainly engaged in raising funds for projects related to solving social problems. The problems inhibiting the development of crowdfunding in Russia are assessed, and it is proposed to solve these problems.
Keywords: crowdfunding, fundraising, corporate social responsibility, social projects, crowdfunding, charity, investment
Digital society development in the context of innovative economic transformations
Firsova I. A., doctor of Economic sciences, professor at the Logistics and Marketing Department, Depute Director of Out-of Institute Department
Financial University under the Government of the Russian Federation, Moscow
Balova S. L., candidate of Economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The XXI century is characterized by the rapid development of digital technologies based on the information revolution and the economic globalization processes. Digitalization of business processes and management processes is a key and most important factor in the activity of market entities at the present time. At the same time, digital transformation affects all levels, sectors and economy branches. It is necessary to take into account that Russia has unfavorable starting conditions, an inefficient institutional model of science, etc. therefore, the formation of digital society and digital economy as the dominant one is not possible, as is the case in foreign leading countries. However, the forecast values are quite optimistic. The article considers the characteristic features of the digital society and the position of Russia in modern conditions of its development. The forecast values of digital society development in Russia up to 2035 are presented.
Keywords: digital society, digital economy, digital technologies
MARKETING, SALES APPROACH
Features of utilizing integrated marketing communications in digital sphere
Beskov A. A., postgraduate at the Marketing and Logistics Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article discusses the features of integrated marketing communications usage in the digital environment, which has significantly expanded the marketing tools arsenal for business. It is noted that if previously the feedback from the consumer served only for the planned tasks’ reconciliation purpose with the achieved results, now the consumers’ reaction in social networks can be an additional tool for promoting the brand and strengthening its position in the market. There are four basic stages of consumer actions that can be not only planned during the development of integrated marketing communications, but also tracked using various tools of available analytical programs. It is concluded that the modern digital environment has expanded not only the range of possibilities for integrated marketing communications usage, but also the range of issues and problems related to the marketing communications’ quality.
Keywords: integrated marketing communications (IMC), marketing, marketing mix, channeled communication, digital environment, marketing communications channels, marketing campaign, brand, organizational goals, digital marketing tools, synergy, touch points, virtual reality
Marketing research – new directions of their development and human factor problem
Rusin V. N., candidate of Engineering sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: Scientific and technological progress has ensured the transition from the knowledge economy to the information economy. Around the world, the emergence of new scientific directions is largely connected with the synthesis of existing sciences It was not by chance established that in marketing studies statistical analysis needs to be summarized to the analysis standardization level that has been achieved in the technical sciences. The article discusses three new areas of marketing research, including the information conversion into digital form and the big data usage based on electronic platforms. A comparison of the subjective factor influence in researching both in marketing and in technology is made. Measures to reduce the human factor influence on the results of marketing research, including a proposal to develop a robot interviewer are proposed.
Keywords: marketing research, human factor, reduction, influence, proposal, development, robot interviewer
Digital marketing: concept, tools, perspectives
Seryshev R. V., candidate of Economic sciences, associate professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Gaidamak I. V., account manager for working with corporate clients of the Directorate for working with corporate clients
Group of companies 1C-RARUS, Moscow
Abstract: The article discusses the concept of digital marketing and the tools used to implement it: search engine optimization; social media marketing; content marketing; affiliate marketing; native advertising; pay-per-click; email; online PR; websites; attribute modeling; behavioral advertising on the Internet; data-based advertising; remarketing; game advertising. The characteristic of marketing in the field of B2B and B2C, features of lead generation and customer acquisition is given. The analysis of the use of digital marketing tools is carried out and conclusions are made about the prospects of their use. The role of digital marketing and marketers in the era of the digital revolution is defined.
Keywords: marketing, marketing tools, Internet, digital revolution, digital marketing
Features of companies’ marketing communications in the IT-market
Stytsyuk R. Yu., doctor of Economic sciences, professor at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: Marketing communications’ features of the IT companies, making and using the technologies connected with receiving, processing, storage and transfer information by means of computer and telecommunication devices are given in article. Two types of business organization models are considered: service (outsourcing) and product. There is a justification for the special approach need to the marketing tools selection for each business model. The properties of the IT company using the business organization service model are defined, on which it is necessary to focus in the development of communication policy. The tool kit of communication policy management of the IT company using product model depending on a market segment, in particular for B2B and B2C-segments is formulated.
Keywords: marketing communications, IT companies, business models, client. software product, communication policy, B2B and B2C segment, services
Model of neurolinguistic and neuromarketing manipulations’ influence on consumer behavior under conditions of digitalization
Rozhkov I. V., candidate of Economic sciences, associate professor at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The article considers the problem of the neuromarketing and neuro-linguistic manipulations’ influence on consumer behavior. The article discusses the essence of the psychological trigger concept, notes the specifics of using triggers in the context of the digital society formation. The main two types of psychological triggers, those are formed by neuromarketing and neuro-linguistic programming, are identified. The author has proposed a multifactorial information model of the neurolinguistic and neuromarketing manipulations influence on consumer behavior in the context of the society digital transformation.
Keywords: consumer behavior, psychological trigger, digitalization, neuromarketing, neuro-linguistic programming, model
Creation of marketing strategies at the different lifecycle product stages
Khasuntsev A. A., postgraduate at the Logistics and Marketing Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: Marketing strategy creation is a multi-stage and multi-factor process, the basic principles of which have varying degrees of the strategy implementation influence, depending on the product life cycle. The study provides an example of the product life cycle classification, defines the basic principles in the marketing strategy formation and the degree of their influence.
Keywords: marketing strategy, process management, principles of market strategy formation, product life cycle
QUALITY PRODUCTION, COMPETITIVENESS
Innovative industrial development based on ISO 56000 standards
Boyarkin V. S., postgraduate at the Economics and Management Department
Academy of Labour and Social Relations, Moscow
Psareva N. Yu., doctor of Economic sciences, professor at the Management Department
Financial University under the Government of the Russian Federation, Moscow
Abstract: The innovation processes’ standardization is the basis of innovation processes, ensuring the industrial corporations competitiveness. The study and analysis of new innovation processes’ standards at the international and domestic levels showed that their use at the industrial corporations’ activities is the key to the successful innovations creation and commercialization and, as a consequence, the competitiveness of Russian industry.
Keywords: industry, innovation, standards, quality, market, economy, digitalization, trends, development, investment climate, investment, ISO, economic growth, processes