文章基本信息

标题：Digitalization of the Marketing Activities of Enterprises: Case Study
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作者：Nestor Shpak , , Oleh Kuzmin , Zoriana Dvulit , Tetiana Onysenko ; Włodzimierz Sroka
期刊名称：Information
电子版ISSN：2078-2489
出版年度：2020
卷号：11
期号：2
DOI：10.3390/info11020109
出版社：MDPI Publishing
摘要：The pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed “tree of goals,” the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC “Ukrzaliznytsia”) was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.
关键词：digitalization; marketing activity; management; electronic tickets; joint-stock company “Ukrzaliznytsia”; electronic distribution channels; sales activity digitalization ; marketing activity ; management ; electronic tickets ; joint-stock company “Ukrzaliznytsia” ; electronic distribution channels ; sales activity