DOI: 10.24412/2071-3762-2021-5291-3-9
Efficiency Management of Ecological Tourism Development in Protected Areas

Zhao Jiacheng, 1st year master’s student major of «Business Management of the School of Economics and Management of the FEFU, Russky Island, Ajax, 10, Vladivostok, Russia, 690922 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Garyanina Evgeniya Viktorovna, Senior Lecturer, Department of Service and Tourism, School of Economics and Management, FEFU, Russky Island, Ajax, 10, Vladivostok, Russia, 690922 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes the state of methodological support for assessing the effectiveness of the development of ecological tourism in specially protected natural areas (SPNA). Based on the analysis of marketing research on the behavior of consumers of tourism services, a conclusion is made about the growing demand for ecological tours. It was revealed that ecological tourism has a significant potential to influence the socio-economic development of the region, directions of this influence are given, the need for the development of ecological tourism in protected areas is substantiated. The analysis of publications from Russian and foreign scientometric databases made it possible to identify the reasons for the imperfection of the mechanism for managing the development of ecological tourism in protected areas, and the results of a scientific expedition to the Bikin National Park confirmed the existence of a conflict of interest in the distribution of benefits and risks from the development of ecological tourism between representatives of local communities and the administration Protected areas. The authors of the article have developed requirements for performance assessment indicators and defined a list of factors affecting the effectiveness of the development of ecological tourism in protected areas.

Keywords: ecology; ecosystem; ecological tourism; specially protected nature territory; recreation; accommodation capacity; national park; degradation of natural resources; efficiency of ecological tourism.

DOI: 10.24412/2071-3762-2021-5291-10-13
Modified Customer Portfolio Management Matrix for Banks (with the «Emotional Perception of the Brand» Factor Inclusion)

Almughrabi Mohamad, Research assistant of the Department of Marketing and Logistics, Financial University under the Government of Russian Federation; Kibalchicha Str. 1, Moscow. Russia, 129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Karpova Svetlana Vasilievna,Doctor of Economics, Professor, Department of Marketing and Logistics, Financial University under the Government of Russian Federation; Kibalchicha Str, 1, Moscow, Russia, 129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the modification of the client portfolio management matrix for effective use in the banking sector. The author’s matrix for managing the bank’s client portfolio is proposed, including the factor of emotional perception of the brand and client experience (insight) when banks make effective marketing decisions. The work identified eight main categories of bank customers based on three factors (customer value for the bank, customer service costs, emotional perception of the brand). For each group, the bank can develop a specific strategy to improve the efficiency of life cycle management of the bank’s clients. The modified matrix of client portfolio management allows banks to optimize the decision on attracting, retaining or abandoning clients and contributes to the formation of a stable client portfolio of the bank.

Keywords: client portfolio management; emotional brand perception; brand loyalty; bank marketing.

DOI: 10.24412/2071-3762-2021-5291-14-21
Natural Storytelling as a Tool for Implementing a Brand Communication Strategy Based on the Concept of Atmospheric Marketing

Solovieva Dina Vitalievna, Ph.D., Associate Professor, Faculty of Technological Management and Innovation, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Vasilyeva Anna Aleksandrovna, undergraduate student, Faculty of Technological Management and Innovation, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to describing an approach to developing natural storytelling. The paper considers the concept of storytelling as a tool for atmospheric marketing in order to study its impact on communications and brand image in general. Relevant studies of foreign and domestic authors are analyzed. The authors propose method of creating a natural storytelling for a company. This method includes conducting a correct briefing, brand analysis, analysis of company values, compilation of a brand platform, using a modified brand identity model, definition of brand archetype, conducting in-depth interviews with the target audience, definition of target audience archetypes, articulating a story using plot typology. The method is designed to create natural storytelling in companies that are interested in enhancing the integrity of the brand image.

Keywords: brand communications; brand image; branding; storytelling; natural storytelling; atmospheric marketing.

DOI: 10.24412/2071-3762-2021-5291-22-29
Possibilities of Internet Marketing Development in the Republic of Kazakhstan

Nassakayeva Bakyt Ermekbaykyzy, Candidate of Economic Sciences, Senior Lecturer, Karaganda Technical University; N. Nazarbayev Ave. 56, Karaganda, Kazakhstan, 100027 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Every year, Internet technology and tools for business promotion is rapidly developing. The development of Internet business is one of the relevant topics, and Internet technology is firmly entrenched in our lives. Internet technologies in Kazakhstan have passed a certain stage of formation, the state has created a legislative and organizational structure, the infrastructure of the Internet market is being improved. The article gives an overview of trends in Kazakhstan Internet consumption, market analysis, provides current statistics on the number of Internet users and mobile applications in the country. The dynamics and activity of users of the Internet, mobile applications and networks are assessed favorably. The purpose of the study is to analyze the current situation of development of Internet technologies and Internet marketing in Kazakhstan. The results of the study are to determine the prospects and opportunities of the IT-market. Working hypothesis: the development of IT technologies in Kazakhstan can expand the scope of Internet marketing. The analysis presented in the article is based on statistical and systematic methods.

Keywords: Internet technology; Internet marketing; marketing in social networks; promotion of goods and services; Internet commerce.

DOI: 10.24412/2071-3762-2021-5291-30-35
Evaluation of Online Stores Quality on Example of Wildberries and Ozon

Varlamova Dar’ya Vadimovna, PhD in Economics (qualification category “ordinary associate professor), Faculty of Technological Management and Innovation, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Barabanshchikova Irena Igorevna, student, Faculty of Technological Management and Innovation, ITMO University, Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

There were business direction as e-commerce, as well as the quality and efficiency of the work of two large Russian marketplaces Wildberries and Ozon analyzed in this article, which was the purpose of the study. These Internet platforms were chosen for the study, because these online-stores are the most popular and visited among consumers in 2021. In addition, the role of e-commerce, in particular, online stores in the modern world, as well as their advantages, are indicated. The results of this study showed that the both online-stores are not very different in terms of efficiency. There is a great demand for these platforms. However, Wildberries wins in terms of the quality of the work. This conclusion was made by conducting the online-survey among users of these stores. The respondent’s opinion was analyzed according to the following quality criteria of online stores: «Appearance of websites», «Information load», «Product descriptions completeness «, «Goods delivery speed», «Quality pick-up points service».

Keywords: online-store; Wildberries; Ozon; e-commerce; survey.

DOI: 10.24412/2071-3762-2021-5291-36-40
Conceptual Approach to Formation of Favorable Sea City Image

Petrova Galina Andreevna, Post-Graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Isaev Alexander Arkadyevich, Dr. Sci. (Econ.), Professor of International Marketing and Trade Department, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the description of the conceptual approach to the formation of a favorable image of the sea city as a complex of micro-objects of consumption. A significant difference in this approach is the idea of ? ? introducing into the work of the administration the quality management system of the main characteristics of the city, based on the theory of choosing an integrated product on the market. The novelty of the author’s decision is due to the fact that in the work of the administrative apparatus for the first time it is proposed to use a methodology for assessing the favorability of the image of the sea city. The testing of the proposed system of quality management of the main characteristics of the city will ensure the formation of a favorable image of any territorial unit.

Keywords: sea city; favorable image; quality management system of city characteristics.