Pp. 3-15

DOI: 10.24412/2071-3762-2022-1298-3-15
“Spatial Customer Activity” – a New Source of Competitive Advantages for a Retail Company

Tkhorikov Boris Aleksandrovich, Doctor of Economy, Head of the Department of Management and Marketing, Belgorod National Research University, Pobedy St., 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Gerasimenko Olga Aleksandrovna, Candidate of Economy, Associate Professor of the Department of Management and Marketing, Belgorod National Research University, Pobedy St., 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the issues of using the results of the client’s spatial activity as a promising instrument of competitive advantage. The study provides an analytical review of the literature on the institutional conditions for the development of the geomarketing approach and Big Data technologies. Conceptual studies of the concept of spatial activity are given, significant conditions for the formation of competitive advantages (distance of indifference, typical scenarios of client behavior in urban areas) are highlighted. Scenarios of human behavior in urban space have been developed, including an algorithm for managing the client’s spatial activity as a tool for a geomarketing approach. Conclusions are drawn about the possibilities of using the geomarketing approach to form a pool of potential retail objects and select the optimal alternative. The results of approbation of author’s developments are given on the example of choosing a location for opening a fishing accessories store in an urban space.

Keywords: spatial activity of the client; management of spatial activity of the client; geomarketing approach; competitive renaming; strategic planning; model of client behavior.

Pp. 16-23

DOI: 10.24412/2071-3762-2022-1298-16-23
Competitive Strategies in the Pandemic Era

Luchaninov Roman Sergeevich, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The pandemic has changed consumer behavior and forced market players to take a fresh look at product promotion and building competitive strategies. Whether all the habits of the audience acquired in self-isolation will remain after the crisis, how to involve users in communication with the brand and what qualities are necessary for the marketing of the future is a rhetorical question. Self-isolation has set new patterns of consumer behavior – preference for online shopping, rational spending in a crisis, digital content consumption, and the growth of technical literacy. Such trends have become the norm for all sectors of the national economy. The article discusses the main characteristics of competitive strategies of enterprises of different fields of activity, but similar in line of behavior in the era of the pandemic. It is demonstrated that modern marketing technologies make it possible to transform existing business models, creating prospects for growth, increasing efficiency and resistance of enterprises in crisis conditions. It is proved that in the current crisis conditions there is a need to apply new ways of managing enterprises.

Keywords: competitive strategies; marketing; pandemic; trends; customers; consumers; digitalization.

Pp. 24-30

DOI: 10.24412/2071-3762-2022-1298-24-30
Relationship Marketing in the Formation and Development of Labor Collectives of Industrial Enterprises

Semenova Svetlana Viktorovna, Candidate of the Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Originally, marketing was considered only from the point of view of promoting products to the market, forming an assortment of goods and services, setting prices for them, but it gradually began to gain the attention of personnel services of enterprises, including industrial ones. Marketing of relations with personnel has become increasingly considered in the context of creating an attractive image of the company for potential and current employees. Personnel marketing is the process of «selling» a company to members of the workforce or job seekers. Good specialists are worth their weight in gold, and a high salary coupled with a social package is no longer enough for them. To understand what an employee needs, what exactly is valuable for him in labor relations, how to «sell» a vacancy to him, how to retain key employees – all these are the functions of personnel marketing at an industrial enterprise. This article will consider the very concept of human capital marketing, its division into internal and external, the goals, objectives and functions of this area of the company’s activity, the factors determining the content of HR marketing in an industrial organization.

Keywords: industrial enterprise; personnel marketing; personnel management strategy; HR management; working conditions; relationship marketing.

Pp. 31-36

DOI: 10.24412/2071-3762-2022-1298-31-36
Problems and Opportunities for Increasing the Consumer Value of the Offer in the E-Commerce Market Based on the Improvement of Logistics Processes

Delenyan Boris Aleksandrovich, Candidate of Economic Sciences, Associate Professor of the Department of Economic Theory, Economics and Management. State Maritime University named after Admiral F.F.Ushakov; Lenin Ave. 93, Novorossiysk, Russia, 353918 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kayfedzhan Diana Pogosovna, Assistant of the Department of Marketing and Trade, Federal State Budgetary Educational Institution of Higher Education, Kuban State University; Stavropolskaya 149, Krasnodar, Russia, 350540 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronov Aleksandr Aleksandrovich, Doctor of Economics, Associate Professor, Professor of the Department of Logistics and Commercial Work, Saint Petersburg State Transport University of Emperor Alexander I; Moskovsky prospect 9, St. Petersburg, Russia, 190031 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Konogray Olga Anatolyevna, Senior Lecturer of the Department of Logistics and Commercial Work, Saint Petersburg State Transport University of Emperor Alexander I; Moskovsky prospect 9, St. Petersburg, Russia, (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Trends and dynamics of e-commerce market development actualize the consideration of problems and opportunities for increasing the consumer value of an integrated marketing offer. The factors of the external and internal environment of companies engaged in e-commerce identified by the authors allow influencing the customization of the offer. Additional opportunities for increasing the attractiveness of products in the e-commerce market are contained in improving the quality of logistics processes, especially in terms of delivery, since this direction allows you to maximize the individualization of products, taking into account the specifics of consumption in the online environment, as well as increase the company’s competitiveness.

Keywords: consumer value; integrated marketing offer; e-commerce; digitalization; logistics processes; online environment.

Pp. 37-44

DOI: 10.24412/2071-3762-2022-1298-37-44
Foreign Language Websites and Social Networks of Universities as Factors of Increasing University Competitiveness

Liu Yawei, Postgraduate Student, Department of Management and Marketing, Belgorod State National Research University; Victory st. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

For the universities of the Russian Federation Central Federal District, included in at least one of the Expert RA and Interfax ratings at 2018 and 2021, binary matrices of the presence of foreign-language sites and accounts in social networks have been constructed. Binary submatrices consisting of units were constructed for these matrices, which made it possible to identify foreign-language sites and social media belonging to the largest number of universities. On the basis of these matrices, aggregated indicators of the availability of foreign-language websites and social networks for the subjects of the Central Federal District of the Russian Federation are obtained, which are proposed to be included in the intangible assets of the region that affect regional university competitiveness. University websites and social networks of universities play an important role in promoting the university in various rankings, help attract students and establish contacts. This necessitates the development of mathematical tools for comparative analysis of university websites and social networks. As such mathematical tools, the construction of binary matrices and their clustering is proposed.

Keywords: foreign language websites; social networks; university competitiveness; binary matrices; binary submatrices.