| Authors |
Beznogov Mikhail Valer'evich, Postgraduate student, Penza State University (40 Krasnaya street, Penza, Russia),
E-mail: 9374291@gmail.com
Semerkova Lyubov' Nikolaevna, Doctor of economic sciences, professor, head of sub-department of marketing, commerce and services, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: penzamarketing@mail.ru
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| Abstract |
Background. At the present time the Internet technologies are an extensive toolkit providing complete and reliable marketing activities. The importance and relevance of research in this field are determined by estimation of the current conditions in the e-commerce market, the analysis of forthcoming results and taking the necessary measures by the government regarding business regulation, by the etrading business, as well as by consumers interested in development and improvement of online trading sites. The research objective is to make suggestions on the development of the Internet marketing and e-commerce. It is also necessary to analyze and identify the problem areas and points of increase.
Materials and methods. The research tasks were completed by analyzing the sources that carry out annual and other studies on the Internet commerce: Internet World Stats (Miniwatts Marketing Group), Development of retail online trading in Russia (GfK SE, Yandex.Market), Internet market – Trade in Russia, Digital Commerce: Key Trends, Industries and Forecasts 2017–2021 (Juniper), Online Commerce and Payment Market in Russia: Trends, Analytics, Prospects (Date Insight), eCommerce Barometer 2015 (Internet Development Institute, Data Insight), Etc. The research methodology included general scientific principles and methods of cognition, analysis and generalization of sociological and other social sources on the subject matter. In addition, the authors applied more specific methods (such as social modeling) related to the analyzing specifics of the Internet community as a type of interaction in the system of market relations.
Results. E-commerce helps small business to increase sales. The online behavior of Russian consumers is stable and dispalys low dependece on macroeconomic fluctuations. In addition, the research shows current trends in purchasing goods via the Internet.
Conclusion. The presence of such points of increae, as the development of virtual markets, marketing technologies in e-commerce firms, the improvement of legislation in order to reduce legal conflicts, the equalization of competitive advantages between local and foreign players and the establishment of logistic channels will greatly support the Internet market in difficult macroeconomic conditions.
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| References |
1. Miniwatts Marketing Group. Comp. by Enrique De Argaez. Kolumbiya, 2017.
Available at: http://www.internetworldstats.com/stats.htm (accessed April 18, 2017).
2. Razvitie roznichnoy onlayn-torgovli v Rossii [Development of retail online trading in Russia]. Moscow, 2016. Available at: http://www.gfk. com/ru/ (accessed May 12, 2017).
3. Rynok internet-torgovli v RF [The e-trading market in Russia]. Comp. by I. A. Sedykh. Moscow, 2017.
Available at: https:// dcenter.hse.ru/ (accessed March 02, 2017).
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