Purpose of scientific research. The purpose of the research is to present the features of digital transformation and its impact on changing marketing orientation of business structures and consumer behaviour in particular, and to determine main value in digital economy, which is the customer, as well as to indicate marketing initiatives to enhance consumer behaviour Y, Z. The object of scientific research. The object of the scientific research is the process of digital transformation of business structures and changes in marketing orientation, which can be traced and understanding consumer behaviour in terms of generations of baby boomers, X, Y, Z. Methodology. Based on dialectical, systemic and matrix methods, the influence of digital transformation on consumer preferences and behaviour, as well as the change in marketing orientation, which determines new quality and format of business structures, has been studied. A comparative analysis of the types of generations of consumers that determine the further content of marketing initiatives in business is used. The result of the article. Marketing initiatives to enhance consumer behaviour are presented, taking into account the preferences and behaviour of online consumers. It is determined that the advantages of digital transformation for business structures are the improvement of the customer base, increased flexibility and acceleration of business processes, innovative opportunities for business development. Practical implications. Digital transformation of business structures and the changes traced in them in three stages are revealed, namely: automation (transfer of business processes to electronic systems for storage and exchange of data in the existing form and in the way in which they work at the enterprise); digitalization (optimization of individual business processes with adaptation to tools and technologies of digital economy); digital transformation (involves a qualitative change of the entire business model of the enterprise, starting from the strategy and ending with the digitalization of all (management, core and supporting) business processes). Marketing initiatives influencing values, priorities, ways of communication of different generations of consumers are specified. Value/originality. Matrix structure of preferences and behaviour as online consumers, representatives of generations of baby boomers, X, Y, Z in terms of priorities in online shopping, frequent purchases, reasons for buying online, reasons for dissatisfaction with purchases, additional information is proposed. Key directions of strategic transformations are defined, among which there are customer service, values, work with data, introduction of innovations.
In the article, the author expressed the opinion that among the main motives that prompt an individual to take actions such as making purchases, it is worth mentioning the motive of acquiring a new one, the words of stability, the motive of independence, the motive of justice, the motive of competitiveness, desire, inclination, urges, needs, complexity, motive of self-affirmation. The client’s motivational chain “needs – desires – satisfaction” is presented. It was determined that it is characterized by such process components as needs, desires, tensions, actions, results and satisfaction. It is argued by the study of the article that the principles of marketing psychology in virtual reality should include gaining trust, using empathy, studying people, persuading the client, showing care and respect on the part of the seller, charisma, and perfect oratorical skills. The opinion is expressed that today the skills of cross-cultural communication and interaction are necessary for both marketers and sellers. The author presents methods that should be used in marketing psychology in the virtual reality of business, namely: working with emotions, the application of conversational techniques, the application of body language, determining the main channel of client communication, the feeling of ownership, the use of “Socratic dialogue”. It is noted that the so-called “cold sales”, which are primarily based on the basics of marketing psychology, are gaining popularity today. As a result of the study, it was found that modern brands use psychology to attract the attention of consumers and motivate them in every way to buy. Thus, the following principles are included in the strategies of entrepreneurial activity: the phenomenon of Baader-Meinhof or “Illusion of frequency”, the power of images and stories, anthropomorphism, the lure effect, fear of loss. The actual understanding of marketing psychology is given, under which it is proposed to understand some branch of applied psychology, which studies determinants that influence the attitude of customers to certain goods and their instant encouragement to buy.
The purpose of scientific research is discovering the stages, protocols, ways and instruments of becoming the Industry 5.0 through the prism of innovation, technology in management of industry and business, and introducing the features that define the new quality of smart industry, smart business, and smart services among which modularity, interoperability, virtual reality. The rapid emergence of the Industry 5.0 declares new quality of economic relations through innovation, discoveries and technologies in management of industry and business. Key features of the Industry 5.0 include: full automation of the production process; high communication between staff and machine through Internet technologies; cyber-physical systems that integrate into one network, interact in real-time, self-tune, self-study. The structural elements of the ecosystem of Industry 5.0 are presented, and it is proved that they determine an effective digital economic relation that shapes the gig-economy, as a result of step-by-step content of the stages of becoming a smart business, assets, and digital platforms. Tools and mechanisms that will accelerate the emergence of the Industry 5.0 have been identified. The content of the concept “ecosystem of the Industry 5.0” is disclosed. A number of practical measures are proposed, aimed at deepening the development of high-tech industries and expanding the new quality of life of people. The main characteristics that determine the emergence of smart industry and smart services are indicated. The visual section of the structural elements of the Industry 5.0 concept presented in this paper is an attempt to understand the essence of the Industry 5.0 for the reason that it differs significantly from the theory in its incompleteness and lack of verification. The value of the presented research is that the understanding of the Industry 5.0 content is through the prism of its structural elements in the conditions of virtual reality and the functioning of Industry exclusively within the 7th technological system. In order to use all the power of available information technology, authors propose to abandon old processes, rethink the content of work, radically restructure processes and give businesses a new format of cooperation. This requires ensuring the variability, dynamism and adaptability of economic development processes based on digital context. Development of production processes in terms of their digitalization and innovation of the economy is proposed to be divided into stages of standardization, adaptability and predictability, which will allow for consistent digital transformation, which opens fundamentally new opportunities for added value in almost all sectors of the economy.
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