Authors

Social networks: dynamic development sales channel

Features of Digital Video Content Consumption on the YouTube Platform

The article examines the features of digital consumer behavior on the example of the YouTube platform, in order to maintain leading position in the market of platforms with video content. Therefore, there is a need to follow the latest trends that are interesting for consumers to adapt to changes in their preferences and maintain a commitment to the product. The purpose of the study: to analyze the preferences of the digital consumer of the video services market, to identify strategies aimed at improving the efficiency of the social network, to make recommendations for maintaining the advantages of the platform. Objectives: identify the reasons of the choice of a social network and the unique needs of the modern digital consumer, the main categories of users of mobile technologies and their characteristics, develop recommendations for the promotion of the YouTube platform. General scientific methods: analysis, abstraction, system-structural approach. Based on the analysis of studies of international and Russian organizations on the activities of the social network YouTube, a survey of potential digital consumers of this social network, contractual features of the behavior of the modern digital consumer YouTube were identified. General recommendations for optimizing the YouTube platform are formulated, which will help significantly influence the digital consumer and strengthen the competitive position of the YouTube platform and other social networks. It is determined that today the content created in accordance with the latest trends is the most attractive for the digital consumer. Read more...

Digital Transformation of Logistics Business

This article is devoted to the current trends in the creation of platforms and the formation of digital ecosystems as the next stage of their development. The subject area of the article is a digital platform for the development of logistics activities and bringing the process of organizing entrepreneurial activity to a more advanced, modern “digital” level. The purpose of the study: to substantiate that digital platforms form new algorithms for the interaction of logistics business participants and a new (or modern and digital) business model for the organization of entrepreneurial activity. The article considers a digital platform as a project, technology, product “on demand” or an integrated set of software products. The concepts of “platform”, “digital platform”, “digital ecosystem”, “digital transformation projects” and “transformational project” are revealed. The practical implementation of digital solutions in the logistics sphere is summarized, namely: projects “Electronic navigation seals”, “Robotic sorting”, “Digital assistant of the shunting dispatcher at marshalling yards”, “Technical vision”; products “Smart logistics Cargo”, “Smart Logistics Trans”, “Business Lines: Cargo Transportation” and the integrated software package TMS (Transportation Management System) and WMS (Warehouse Management System). Attention is drawn to the process of obtaining goods and services and how this familiar process with the use of information technology has been transformed into digital platforms. In conclusion, the tasks and functions of the platform are outlined, which is considered as a business model for creating, providing and preserving value for customers. Read more...

Business Support in the Context of Digital Transformation

In Industry 4.0 the key factor for business success on the one hand is innovation, and on the other hand efficiency. The article is devoted to a new trend – business support in the context of digital transformation as an actual form of business development in the context of digitalization. The subject area of the research is the improvement of the company’s business processes based on the support of business and entrepreneurial activity to a more advanced, modern “digital” level. The research aims to substantiate the importance of the formation of business support in the company by improving cross-functional interaction and the development of modern business models of entrepreneurial activity. In the study, the authors examined the feasibility and necessity of digital business transformation; presented a practical justification for the importance of a business support system in the context of digital transformation; analyzed and identified the strategic importance of a business support system for the development of entrepreneurship in general. The results of the study are of practical importance. The authors determined the importance of business support through the external and internal environment; conducted a content analysis of the concepts of “business digitalization”, “cross-functional interaction”, “digital transformation”, “business support” and “digital tools”, determined their characteristics. The authors formulated and argued the importance of the use of digital technologies and the development of digital solutions in the context of digital transformation, in the possibility of using a model of a real business solution in the educational process, in business, startup. The authors argue that business support in the conditions of digitalization is extremely necessary for its maintenance, retention of competitive advantages. The types and types of business support, the dynamics of digitalization of companies are summarized. The readiness of companies to use digital tools has been studied, the goals and objectives of support within the business have been defined, key performance indicators of companies and the use of digital tools for effective business support have been identified. Read more...

Data Visualization as a Strategic Tool in Assessing the Effectiveness of the Company’s Economic Activity in a Competitive Environment

In a rapidly changing digital environment, companies face the challenge of quickly and efficiently developing economic solutions. Making effective economic decisions directly affects the competitiveness of the company in the market. This article raises the problem of assessing the efficiency of an enterprise’s economic activity associated with the study and elaboration of a large amount of data. Working with a large array of data and then analyzing them allows companies to get a detailed idea of how their business functions and what factors can influence its success. This approach is based on the use of mathematical and statistical methods, as well as on the use of special software tools that allow you to efficiently process and analyze large amounts of data. At the same time, the results of data analysis can be presented in the form of graphical reports that help to make more informed decisions based on the facts of the dynamics of development and contribute to improving the economic efficiency of the company. A graphical report refers to the presentation of data in a visual format with the designation of medians and exceptions. In this article, the methods of system analysis and synthesis, the method of induction, content analysis of scientific literature and statistical reviews on the subject under study were applied. With the development of the process of digitalization of the organization’s activities, data analysis has become simply a necessary tool in the process of developing and making cost-effective decisions. In the article, the authors substantiate the strategic importance of the use of data analysis in economics, entrepreneurship and business. Read more...

Marketplace strategies in the context of consumer behavior

The article is devoted to the consideration of strategic methods for the development of marketplaces in connection with changes in consumer behavior. The author draws attention to the fact that such a factor as consumer behavior should be considered the main one when forming a strategy. To solve this problem, methods of system analysis and synthesis, the method of induction, content analysis of scientific literature and statistical reviews on the subject under study, materials of periodicals by Russian and foreign authors were used. The author substantiates the importance of taking into account consumer behavior when forming strategies for the development of marketplaces. The conclusions and solutions presented in the study are supported by statistical data on changing consumer behavior – the use of devices and the increasing role of social networks when shopping for goods in an online environment, attention is paid to consumer psychology on marketplaces. The influence of digitalization and the formation of IT solutions by marketplaces in order to meet the most complex consumer needs from an economic point of view is shown. Practical cases of changes in consumer behavior have been analyzed and ways of adapting marketplaces have been studied. Three directions for the development of marketplaces are proposed and each of them is considered in detail, taking into account changes in consumer behavior. Based on the analysis of changes in consumer behavior on marketplaces, recommendations on the application of the "Mobile First" approach were formed and directions for the development of marketplaces for the development of personalized unique offers, the use of new technologies and tools to improve the user experience on marketplaces were determined. The article makes a definite contribution to the scientific and applied understanding of the transformation of consumer behavior and the directions of marketplaces development in conditions of uncertainty. Read more...

The Impact of Information Security on Sustainable Business Development

Digital transformation, the transition of companies to a remote form of work, the formation of new business models and the development of digitalization over the past few years have established a complex and rapidly changing business environment. The scientific novelty of the article is the modifying role of information security for business. Information security for sustainable business development should be considered as a strategic business unit with a specific innovation program reflected in the corporate development strategy of the company. The study noted that today it is not enough for a business to have software for information security, it is important to consider information security comprehensively with the elaboration of processes, solutions, procedures and the creature of local acts. The conclusions on each factor influencing effective business development are presented. The necessity of improving the regulatory and legal sphere in the field of information security is identified and the rationale for the importance of supporting the implementation of Russian technological solutions along with the increasing role of information security in the company's activities is presented. In the context of digitalization, business information security is the basis for protecting the company's commercial data and maintaining competitiveness in the market. It is proved that the Russian information security market and Russian business are actively and dynamically developing, and the further development of the business depends on its resistance to cyberattacks. It is reasonably proved that business information security in the context of digitalization is the main condition for the success of all commercial activities. The theoretical and practical significance of the study lies in the influence of the consideration of information security factors on the sustainable development of business without reference to the field of activity and it is shown that taking into account these factors is necessary for both small and large businesses. The dynamics of improving regulatory and legal documents in the field of information security is shown, the influence of the normative and terminological apparatus of information security on the development of business solutions in the context of digitalization is revealed. Read more...