At the present stage of rapid formation of the digital space, the problems of e-commerce development are becoming relevant. The article aims at generalizing and systematizing the existing scientific approaches to the interpretation of the "e-commerce" concept, and substantiating the author’s approach to defining the essence and content of this term. To achieve this goal, methods of analysis and synthesis, comparison, structural and logical generalization, and classification are used. It has been found out that most researchers identify e-commerce with such concepts as e-business, Internet business, IT business, e-marketing, e-trading, digital marketing, Internet-marketing, Internet-trading, Internet-commerce, e-retail, virtual trading, distance trading, electronic trading. Scientific approaches to formulating the term "e-commerce" can be systematized according to classification groups: part of e-business; type of economic activity; economic activity; commercial activity; type of electronic commercial activity; type of entrepreneurship; specific type of trade; marketing strategy; type of business process; electronic interaction of economic entities; type of trade through information and communication technologies; electronic commercial agreement; type of public relations for the sale of goods; a set of rules for the implementation of electronic relations for the purchase and sale of goods. Summing up the results of scientific research on the conceptual framework, the author interprets the term "e-commerce" as a component of e-business, the essence of which is to strengthen partnerships in buying and selling products using digital technologies and information systems; as an effective form of organizing logistics activities of enterprises by using information and communication technologies and systems; as a tool for promoting products in the market using digital technologies.
The transition to a digital economy is becoming a key driver of GDP growth. This is due not only to the effect obtained from the automation of existing processes, but also from the introduction of new, breakthrough business models and technologies, including digital platforms, digital ecosystems, in-depth analytics of big data, Industry 4.0, Logistics 4.0. At the same time, digital transformation is seen as a radical change in the complex of business processes, from product development to customer service, as well as the introduction of modern digital technologies in the organization of business processes in enterprises. The purpose of the article is to analysis the features and trends of organizing logistics activities in the context of digital transformation of business processes; research of the main prerequisites for the formation of the Logistics 4.0 concept; determination of priority directions for its further development in the context of Industry 4.0. Based on the generalization of scientific approaches, the definition of the concept of "Logistics 4.0" has been clarified, which means the modern paradigm of managing logistic (material, financial, information, transport) flows and organizing a complex of logistics activities (purchase and delivery of material resources, warehousing, production, stock formation, recycling of industrial waste, customer service, transportation and sale of finished products) using breakthrough digital technologies and information systems. The priority areas of organizing the logistics activities of enterprises using digital technologies include the following: multichannel logistics; logistics marketplaces; rethinking the use of packaging; mass personalization; Silver Economy (new services for older clients and new opportunities for older workers); sustainable logistics; sharing economy; multi-supply; customer experience; smart containerization; big data analytics; augmented and virtual reality; cloud service applications and APIs; Internet of Things; robotics and automation; new generation wireless communication; blockchain; Artificial Intelligence; unmanned aerial vehicles or "drones"; 3D printing; unmanned vehicles; quantum computing; supergrid logistics; space logistics; the use of digital platforms that unite customers and transport and logistics companies (the parties can enter into digital contracts, exchange transport booking requests and electronic documents, control the delivery of goods in real time). All this can help to reduce costs by optimizing procurement; decrease in personnel costs and decrease in labour costs as a result of automation; reduction of errors in logistics; optimization of the supply process; efficient warehouse management; forecasting shipments; creation of optimal routes; operational planning of loads and control of delivery times; ensuring product delivery on time, improving customer loyalty; optimal interaction with customers on the "last mile".
The article is devoted to the study of personal selling as an effective component of communication with the customer in trade. Personal selling is carried out in the process of direct communication, taking into account the mutual needs and characteristics of the participants and aims to sell and establish long-term relationships with customers. The process of personal selling is complex, which requires special skills and abilities in making sales. Not only the verbal but also the non-verbal side of communications is very important. The stages of personal selling are considered, which reflect the main aspects of communication with a potential customer: finding customers, establishing contact, identifying customer needs, product presentation, dealing with objections and getting out of contact. The features of each stage of personal selling are outlined. Personal selling depends primarily on the behavior of the sales manager during the conversation with the customer. Stages of personal sales characterize such competencies of sales managers as the ability to build trust, effective communication, customer focus, convincing reasoning, focus on results. The analysis of personal sales in a commercial enterprise based on the results of customer surveys showed that none of the stages of sales in general does not correspond to a high level of quality. Only the “Get out of contact” stage corresponds to a good level of quality. Respondents praised the ability of sales managers to encourage the customer to enter into an agreement, to provide alternatives if the customer is not ready to make a purchase decision. Sales managers also provide information about discounts, promotions, additional services, related products. The stages of personal selling “Product Presentation” and “Working with objections” correspond to a satisfactory level of quality. The information that sales managers brought to the attention of customers at the presentation stage was necessary, important, interesting. However, there is a problem with providing complete information on customer issues. Skills to confidently position and justify the price at the stage of dealing with objections are also poorly manifested. Stages of personal selling such as “Establishing contact” and “Identifying needs” have an unsatisfactory level of quality. Non-verbal gestures of sales managers were low, their language was fast, and many professional terms were used. Among the shortcomings, respondents note the lack of active listening skills, there is a problem with determining the real needs of the client. To improve the personal sales process, it is proposed to conduct training for sales staff to effectively use each of the stages by mastering various techniques and techniques of sales and improving methods of communicating with the customer, ensuring continuity and integrity of the personal sales process. In addition to directly increasing sales, training acts as an element of the development system of sales managers, helps to improve the psychological atmosphere in the team and reduce staff turnover. To control the process of personal selling, it is proposed to use the method of “Mystery Shopper”.
The essence of small and medium business in Ukraine is investigated. It is established that small and medium enterprises are a key element of a market economy, which affects the level of development of society and guarantees its stability. It is estimated that more than 6.9 million people, or about 82% of all employees, operate in the SME sector. SMEs account for more than 70% of employment in the trade, agriculture, forestry and fisheries, and information services sectors. Innovation has been shown to play an increasingly important role, and small and medium-sized businesses (SMEs) are seen in such an environment as an efficient market player capable of creating competitive ideas and commercializing innovation. It is determined that innovations are an integral component of modern corporate strategies and can be used to develop and implement more efficient production processes, as well as increase market performance or create a positive image and reputation of the company from the consumer’s point of view. It is proved that the level of innovation of enterprises depends on its size. The development and implementation of innovations should be guaranteed by qualified personnel in the field of innovative research. However, given the decline of the national economy, insufficient state support for the financing of scientific and technical programs, the innovative activity of large enterprises is extremely limited. 56.8% of innovative SMEs are involved in industry, others in services. It was found that 82.2% of enterprises do not want to innovate, and the objective reason for this is low demand in the innovation market, previously introduced innovations, extremely low competition in the market, lack of effective ideas or opportunities to innovate. It is proved that in order to improve the innovation activity of small and medium enterprises in Ukraine important steps are: implementation of specialized programs of innovative development, creation of innovation infrastructure, establishment of close cooperation between scientific institutions and enterprises based on commercialization principles, development and implementation of effective algorithm.
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