THE INFLUENCE OF DIGITALIZATION ON THE BUILDING OF MARKETING STRATEGIES ON THE B2B MARKET
Authors:   Khmelnytskyi National University, Kobets Dmytro , Nezdorovin Oleksandr ,   Khmelnytskyi National University
Published: June 2023

The article analyzes the impact of information, globalization and digitalization transformations on the formation of marketing and market strategies promotion of the product/service on the B2B market in the conditions of military time. Today, digitalization has penetrated practically all spheres of life and activity. Therefore, special attention should be paid to the instruments, means, formats of digital communications in the commercial space, that is, on the B2B market. It has been established that on the market B2В there is a difficulty in building marketing strategies, due to the specifics of doing business of the parties of the commercial space in the format B2B. Since the company that sells the services, goods of other kinds of business, should be oriented not only on their demand, but it is necessary to take into account the specific attributes of the business entities to which it offers its goods when developing marketing strategies. It is necessary to pay attention to the human factor, when developing marketing strategies for В2В, because in commercial communications involved personnel of the enterprise, which buys a product or service not for itself, but for an enterprise that has certain values, organizational culture, which must also be taken into account. The peculiarity of the B2B market is also the high cost, high technology of goods, and their realization is often long-term, what also has an impact on the construction of the marketing strategy in the conditions of total digitalization. During the research the positive influence of the digitalization on the image positions of enterprises was revealed, promoting competitive advantage, increasing demand and improving business position in the market, growth of marketing attractiveness of commercial space subjects, ensuring stability of enterprise functioning, opportunities for rapid adaptation to unpredicted changes in the market, increase of enterprise profitability, attraction of new clients, stimulation of strengthening sales channels, possibilities of scaling. At the same time, the researchers point to a number of business problems on the B2B market in the conditions of digitalization and military condition, among them: high level of uncertainty caused by rising prices, lack of fuel, difficulties with transport connections; it is impossible to use enterprises engaged in foreign economic activity, already traditional for them ways of export of their own products. Most scientists present a general vision of the impact of digitalization on marketing activity in general, partly taking into account the specifics of the B2B market, but do not specify peculiarities of building marketing strategy in the retail environment by enterprises implementing high technologies, expensive equipment, provide strategically important types of human activity, such as machine-building industry. Moreover, scientific research leaves out the field of view problems and prospects of technically complex and interconnected production, with which they encountered during the period of total digitalization, do not reflect the ways of solving the challenges of the digital epoch in specific fields of activity. Therefore, such trends define the need to specify the impact of digitalization on B2B market providers.