Digitalization of market interactions of Russian enterprises

Abstract

The purpose of this paper is to investigate one of the problems of digitalization of market relations in the modern Russian economy. The article examines the peculiarities of market behavior of domestic companies in terms of their implementation of digital technologies in the process of interaction with consumers, which is realized through communication and sales channels, and is characterized as omnichannel. The research question that forms the subject of this study is to determine the direction and level of sales channel integration and identify how it relates to the company’s data practices. The study identified trends, parameters and barriers to digitalization in the implementation of digital tools in the management of interaction with market participants. The article presents a systematic analysis of modern theoretical approaches to the formation of a sales channels and communication strategy of companies, systematizes the parameters affecting its development, as well as factors limiting the digital transformation of marketing in Russian companies. The research reveals trends, parameters and barriers to the introduction of digital tools in the management of interaction with market participants. The results of the empirical study have applied significance for Russian enterprises; they allowed us to analyze the level of digitalization of marketing strategies and to verify the relevant hypotheses. Descriptive statistics, correlation analysis, clustering methods, regression trees and logit models were used to obtain statistically sound conclusions. R and Excel packages were used for data processing and calculations. The field of application of the study results is the management of sales channels and digital communications in Russian business. The results of the empirical study showed that the factors of weak developed data culture and the associated lack of integration of sales and communication channels act as a key obstacle to the development of omni-channel strategies. The results demonstrate the potential of digitalization of management in Russian companies, the directions of training of qualified specialists, as well as the development of affordable and easy-to-use IT solutions.