Krasnoyarsk, Krasnoyarsk, Russian Federation
Krasnoyarsk, Krasnoyarsk, Russian Federation
Krasnoyarsk, Russian Federation
UDK 339.137 Конкуренция. Демпинг и т. п.
The article examines the changes in the formation and development of competitive advantages of trade and service ecosystems in the digital economy. The analysis of traditional approaches to determining competitive advantages is carried out, and their modern potentials arising in the context of digitalization are revealed. As a result of the analysis of open information on innovations used in trade and service enterprises, the most popular tools for ensuring competitiveness are determined. The ecosystem of trade and services in the Krasnoyarsk Territory is being studied, which allows us to identify its most significant elements that can act as drivers of economic and technical growth. The level of application and development of the 7P marketing mix components in each element of the ecosystem of the trade and services sector is assessed. As a result of the research, current directions for the development of ecosystem elements formed by the digital economy, contributing to the growth of competitive advantages of trade and services enterprises in the Krasnoyarsk Territory, are determined; opportunities for the development of promising business areas and their interactions, including platform-digital ones, are identified.
ecosystem of trade and services, competitive advantages, digital economy, marketing mix, digital platforms
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