Smart-технології в системі інфраструктурного маркетингу роздрібної торгівлі

Abstract

Охарактеризовано значення маркетингового підходу до створення та розвитку інфраструктури торгівлі, розроблено організаційний механізм інфраструктурного маркетингу роздрібної торгівлі, визначено переваги впровадження Smart-технологій у галузі роздрібної торгівлі.

The author highlightes the importance of the marketing approach to the creation and development of trade infrastructure in the research paper. It is proved that in modern conditions effective and sustainable functioning of retail chains is impossible without the use of enterprise management methodology on the base of a marketing approach, the introduction of new diagnostic tools and methods of network development management of the retail industry. The development of the retail industry for improving the retail infrastructure requires the use of innovative products and technologies which should be an important tool in shaping the retail infrastructure marketing strategy. The author proposes the development of organizational infrastructure marketing retailers which includes goal, objectives, principles, methods, information sources with the aim of forming an effective strategy infrastructure marketing retailers. It is complemented by classic marketing concepts that are the basis of formation of strategy infrastructure marketing, retail trade, the implementation of which provides improving the competitiveness of the network enterprises of retail trade, subject to the use of innovative technologies, such as Smart technology in the retail industry. Examples of smart retail technologies as infrastructure marketing tools include software, analytical tools, expert systems, intelligent information security systems, intellectual protection programs, robotics as a result of deep integration of modern software and hardware solutions. The author highlights the advantages of Smart technologies’ use which are implemented by leading retailers in the retail trade in the infrastructure marketing system. They are an important factors in increasing sales and obtaining the corresponding profit, the formation of competitive business entity in the retail trade.