Теорія та методологія управління електронною торгівлею підприємств: автореф. дис. на здобуття наук. ступеня д-ра екон. наук: 08.00.04 – економіка та управління підприємствами

Abstract

У дисертації наведено комплексне вирішення наукової проблеми щодо розвитку теоретико-методологічних засад, науково-методичних та практичних рекомендацій з управління електронною торгівлею підприємств. Розширено категоріально-термінологічний апарат управління електронною торгівлею підприємств, обґрунтовано категорію «електронна торгівля підприємств». Поглиблено змістовне наповнення поняття «управління електронною торгівлею підприємств». Запропоновано концепцію управління електронною торгівлею підприємств. Розроблено модель електронної торгівлі підприємств як об’єкта управління. Проведено ретроспективний аналіз розвитку електронної торгівлі в 40 Україні, визначено ключові його детермінанти, обґрунтовано науково-методичний підхід до оцінки стану електронної торгівлі підприємств. Розроблено теоретико-методичні підходи до розвитку системи управління електронною торгівлею підприємства. Обгрунтувано теоретико-методичні інструменти функціонального та ресурсно-компетентнісного блоків системи управління електронною торгівлею підприємств. Розроблено модель координації діяльності підприємства електронної торгівлі. Обґрунтовано інтегральну парадигму та концепцію розвитку електронної торгівлі підприємств. Удосконалено методичний інструментарій вибору стратегій управління електронною торгівлею підприємств, визначено стратегічні напрями розвитку електронної торгівлі підприємств. В диссертации приведено комплексное решение научной проблемы по развитию теоретико-методологических основ, научно-методических и практических рекомендаций по управлению электронной торговлей предприятий. Расширен категориально-терминологический аппарат управления электронной торговлей предприятий, обоснована категория «электронная торговля предприятий». Углублено содержательное наполнение понятия «управление электронной торговлей предприятий». Предложена концепция управления электронной торговлей предприятий. Разработана модель электронной торговли предприятий как объекта управления. Проведен ретроспективный анализ развития электронной торговли в Украине, определены ключевые его детерминанты, обоснован научно-методический подход к оценке состояния электронной торговли предприятий. Разработаны теоретико-методические подходы к развитию системы управления электронной торговлей предприятия. Обоснованы теоретико-методические инструменты функционального и ресурсно-компетентностного блоков системы управления электронной торговлей предприятий. Разработана модель координации деятельности предприятия электронной торговли. Обоснована интегральная парадигма и концепция развития электронной торговли предприятий. Усовершенствован методический инструментарий выбора стратегий управления электронной торговлей предприятий, определены стратегические направления развития электронной торговли предприятий. The complex decision for the scientific problem of the development of the theoretical, scientific and methodological approaches and practical recommendations to manage the e-commerce of the enterprises was proposed. Theoretical approaches and scientific views towards the e-commerce management as to the process and the phenomenon were systematized, its categorial meaning was amplified. The categorial and terminology apparatus of the management of the e-commerce of the enterprises was extended; the category ‘the e-commerce of the enterprises’ was grounded. Such concepts as: the information society; the information economy; the electronic market and the e-commerce were distinguished. The content of the concept of ’the e-commerce management of the enterprises’ was extended. The conception of the e-commerce management of the enterprises was offered. The model of e-commerce of the enterprises was developed as the object to manage. The continuum of the principles of the enterprises’ e-commerce was proposed. The legislative subsystem was taken as a basis for that. The scientific views at the term of ‘electronic shop’ through a prism of marketing, technical, technological, communication, processing, information, structural and functional, time-and-space and philosophical approaches were systemized. The retrospective analysis of the e-commerce development in Ukraine was conducted, the key determinants of the development were defined. The analysis of the attractiveness and development of e-commerce markets was conducted with the help of KOF Index of Globalization and UNCTAD B2C e-commerce Index. The methodical approach to the estimation of the state and characteristics of the e-commerce of the enterprises was grounded. This approach includes the leading role of the infrastructural, economic and legislative principles and refers to the development of information and communication technologies as the major determinants for the realization of the e-commerce. Theoretical and methodical approaches to the development of the management system for the enterprise’s e-commerce were developed. The theoretical and methodical instruments of functional and resource-and-competence blocs of the management system for the enterprises’ e-commerce were grounded. The theoretical and methodological approaches to form the mechanism of the internal administration of the enterprises’ e-commerce were also grounded. The pool of competences for the enterprise’s stuff was developed. It includes: 1) analytical competences; 2) functional competences; 3) administrative competences; 4) market competences. The model to co-ordinate the activity of the enterprise’s e-commerce was developed. The integral paradigm for the development of the enterprises’ e-commerce was grounded. The conception for the development of the enterprises’ e-commerce, which determines the fundamental strategic goals for the e-commerce progress on the basis of combination of two interdependent impulses (on the makro- and microlevel) was grounded. The priorities in the realization of the concept on the macrolevel include: the bloc of economic priorities, the bloc of social and technical priorities, the bloc of institutional and legal priorities, the bloc of administrative priorities; the key priorities on the microlevel of the enterprise, in their turn, include: the priorities in the field of strategic management, the priorities in the field of marketing management, and the priorities in the field of logistics management. The conceptual model of poli-contour management of enterprises’ e-commerce as the set of interconnected elements of the e-commerce was grounded. The optimum combination of them is conductive to the development of well-balanced resource, competence and functional blocs of the e-commerce management system of the enterprise and provides gaining the stable competitive advantages in the process of the realization of the management functions. The methodical tool for choosing the management strategies of the enterprises’ e-commerce was improved. The two factors matrix of the management strategies for the enterprises’ e-commerce was offered. It contains four strategies: accomodative, convergent, assimilative and divergent. As a result of the diagnostics of the functional bloc of the e-commerce management system of the enterprises and, taking into account the determinants of the development of the enterprises’ e-commerce, the target fields to modernize the logistics subsystem for the e-commerce were offered. These fields are configured within such subsystems as: the purchase logistics, the transport logistics, the financial and information logistics, the distribution logistics, the warehousing and supply chain logistics. The conceptual model for the controlling the logistic subsystem of enterprise’s e-commerce was developed. In the framework of this model the purpose, the object, the subject, the goal, the principles, the tasks and the functions of logistic controlling were defined; the field of action for the logistics of the e-commerce was also defined. The scientific and methodical approach to determine the priority aspects of managing the inventory was offered. This approach provides high transparency of the supplies level and allows to define the key aspects for the changes (the accuracy of prognostication; the diversification policy for the allocation of the trade stocks; the optimization of the process of sales and functioning of the warehouses; the assortment and the commodity strategy). The strategic priorities of the marketing subsystem of the e-commerce of the enterprises were grounded, such key priorities were determined as: to improve the processes of Internet serfing and link building; to optimize the conversion and the content of the site and basic methods of sales; to promote the site and its integration with marketing of the perspective offer, multi-channel marketing and time-marketing; to prolong of buyers’ life cycle; to convert the buyers into those which are valuable and loyal to the enterprises of the e-commerce.