DOI: 10.24411/2071-3762-2020-10045
Marketing Research of Consumers in the Paid Medical Services Market

Kapustina Larisa Mikhailovna,Doctor of Economics, head of Marketing and International Management Department, Ural State University of Economics, 8 Marta str. 62, Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Beloborodova Olesya Georgievna, assistant of Marketing and International Management Department, Ural State University of Economics, 8 Marta str. 62, Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article deals with the results of consumer behavior analysis in the paid medical services market based on a review of scientific literature and the data from field marketing research. A review showed that the choice of a medical organization depends on the recommendations of the friends, the quality and price of medical services, the convenience of the clinic’s website. Based on the interview of the patients at the Sverdlovsk Regional Clinical Hospital No. 1, the authors identified the information channels that the patients use to search for medical services. It was found that the main channel for the patients who first applied to the clinic is the Internet (61%). The advices of friends is a second most popular source of information (27%). Among the most important factors of a consumer choice, respondents note the reputation of a medical institution, affordable prices, location and the services, convenient working hours, no queues, and the ability to communicate via the website. 43% of the patients, who communicated via Internet services of the medical institution, applied for admission to the hospital online. The regular patients figure out a satisfaction with the quality of medical services, the reputation of the organization, the qualifications of medical personnel, supervision by a certain physician, proximity to home and the level of prices as the main factors of a consumer choice. The study confirmed the growing importance of the digital marketing technologies for promoting paid healthcare.

Keywords: consumer behavior; information channels; factors of consumer choice of medical services; medical organization website.

DOI: 10.24411/2071-3762-2020-10046
Trends in Digitalization Management in the Russian Federation

Stepanova Olga Alexandrovna, Financial Controller, Separate subdivision General Service Center of JSC “UIT Saint Petersburg” in Kazan; Petersburgskaya street 40B, Kazan, Russia, 420107 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of this article is to study the main trends in digitalization management in the Russian Federation. The article presents the results of a review and analysis of the main trends in digitalization management. The actual nature of the impact of the intensity of digital economy development in the Russian Federation on the dynamics of the average level of innovation activity and profitability of production of products, works, and services is estimated. The features of the development of the main models for managing the integration of organizations into the modern digital economy within the framework of the management systems of domestic companies are characterized. On the basis of economic and statistical analysis, the nature of the influence of the share of the digital economy in the GDP of the Russian Federation on the dynamics of the average level of profitability and innovative activity in the national economy in 2012 – 2019 was assessed. The main features of the implementation of models for integrating companies into the structure of the digital economy in the modern Russian Federation are systematized. As demonstrated by economic and statistical analysis, the intensive development of the digital economy in 2012 – 2019. did not have a significant impact on the average level of profitability of domestic companies, which indicates the insufficient efficiency of the processes of managing the integration of economic entities of the Russian Federation into the structure of the digital economy. The revealed tendency testifies to the insufficient use of the economic potential of the digital economy in the system of innovative management of domestic organizations of various profiles.

Keywords: digital economy; digitalization management trends; structure of the world digital economy; intensity of the digital economy development; level of innovative activity; profitability; integration management model.

DOI: 10.24411/2071-3762-2020-10047
Genesis of the Marketing Mix in the Innovative Development of Retail Trade Structures

Medvedeva Yulia Yurievna,Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University; Gagarin square 1, Rostov-on-don, Russia, 344001 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pasholikov Maxim Aleksandrovich,PhD in Economics, Vice Rector for information and social work, Associate professor of the Institute of Industrial Management, Economics and Trade of Peter the Great Saint Petersburg Polytechnic University; Polytechnic str. 29, Saint Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Trade evolves along the path of innovative development. Marketing orientation of innovative development of retail trade allows trade enterprises to effectively meet the interests of consumers and align them with the capabilities of commodity producers and also provides for leveling the risks of innovation. The article examines the transformation of approaches to the definition of elements of the marketing mix and their content in it. The development of the marketing complex in trade is based on taking into account the peculiarities of the production of trade services and the changing role of retail trade services. The article suggests marketing mix 7P +5E as basis for operational marketing management of innovative development of trade structures. The use of such a complex will allow retail trade structures (TRS) to optimize their efforts for innovative development.

Keywords: marketing management, marketing mix, innovation, retail.

DOI: 10.24411/2071-3762-2020-10048
Management of Marketing Activities of Regional Retail Chains in Consumer Markets

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

The article is devoted to the modernization and development of organizational, economic and methodological support of marketing management of regional retail chains. The author’s contribution is presented by the development of existing scientific views and approaches in the following main directions: competitive advantages and marketing-competitive strategies of regional retail chains; regional trade network as an effective system of marketing channels for promoting consumer products; promising marketing opportunities for a multi-format strategy for retail trade networks; marketing management of the competitiveness of the regional trade network; a methodology for assessing the competitiveness of a regional trade network in the regional consumer market. The information obtained in the course of the research can be used in marketing control of the efficiency of operating activities and marketing strategies of regional retail chains, marketing planning and audit of the activities of objects included in the distribution network.

Keywords: competitive environment; retail; competitive advantages; trade area; marketing strategies of regional retail chains.

DOI: 10.24411/2071-3762-2020-10049
Analysis and Clarification of Regional Positioning Attributes for the Investors Target Audience

Starikova Maria Sergeevna, Doctor of Economics, Professor of the Marketing Department, Belgorod State Technological University named after V.G. Shukhov, Kostyukova 46, Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ponomarev Ivan Nikolaevich, Post-Graduate Student, Belgorod State Technological University named after V.G. Shukhov, Kostyukova 46, Belgorod, Russia, 308012 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Based on the generalization of theoretical approaches to the interpretation of the essence and content of positioning at the regional level, the article substantiates the significance of differentiated determination of critical attributes of regional product attractiveness for different target audiences. It is proposed to determine the most significant attributes of the region’s positioning for the business community, based on the evaluation parameters used in the published investment attractiveness ratings. As a result of comparing the determinants identified on the basis of the analysis of five national ratings of investment attractiveness and the marketing constructs presented on the investment portals of the subjects of the Central Federal District, it was concluded that there is a need for targeted adaptation of the positions of the regions to the needs of investors. It is advisable to take into account the parameters of the ecological environment, crime situation, financial security, innovation development and sustainability in the region’s positioning system.

Keywords: positioning of the region; investment attractiveness of the region; target audiences of the region; territory marketing; promotion of the region.