Krasnoyarsk, Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
Krasnoyarsk, Krasnoyarsk, Russian Federation
UDK 339.138 Маркетинг
UDK 004.04 Ориентация процесса обработки данных
The article considers the peculiarity of the use of digital tools in the branch market of the service sector, adapted to the tasks of subjects of market relations. The solutions of using services and mobile applications as tools of cooperation and network interaction between subjects of the market of goods and services of the pharmaceutical industry are described. The authors conclude that digital technologies and online activity in society have changed the behavior of market participants, which has led to the emergence of new challenges to economic agents of market relations. Modern tools for managing market relations with the development of the Internet have predetermined the evolution of the transition to digitalization of business in an effort to develop new sales channels and communications with end consumers, improving the value proposition based on the study of consumer experience, in order to make the service of choosing and buying medicines more convenient. The substantiation of the relevance of considering the optimization of business processes using mobile applications in the context of cooperative network interactions is given. The current model of the partner development strategy with signs of cooperative network interaction (CWS) is presented on the example of the largest pharmaceutical distributors in Russia. It is shown that active market participants in the conditions of cooperative network interaction (CWS) consciously coordinate their actions with the ability to use individual advantages and neutralize the weaknesses of each participant. The development and implementation of mobile applications and services for managing a variety of business processes leads to the formation of new business models that demonstrate their effectiveness in practice. It is shown that the integrated use of mobile applications as a tool for forming interactions between market participants brings economic benefits for all their types: manufacturers, distributors, logisticians, retail, etc., giving additional advantages and convenience of using the service to the final beneficiary − the average consumer.
mobile applications, pharmaceutical market, cooperative networking, digitalization of business processes, omni-channel, digital marketing
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