title: Increasing consumer loyalty to the online pet selection platform with the help of marketing tools
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
Creators: name: ÐÐ¾Ð»ÐµÐ½Ð¾Ð²Ð°, ÐÐ°ÑÑÑ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ
Ð¿Ð¸ÑÐ¾Ð¼ÑÑ
Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ
marketing
strategy
development
pets
loyalty

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹, Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸, Ð¾Ð±ÐµÑÐ¿ÐµÑÐ¸Ð²Ð°ÑÑÐ¸Ðµ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ðµ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ðµ Ð²ÑÐ±Ð¾ÑÐ° Ð´Ð¾Ð¼Ð°ÑÐ½Ð¸Ñ Ð¶Ð¸Ð²Ð¾ÑÐ½ÑÑ. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐÐ Â«ÐÐ¸ÑÐ¶ÐµÐ²Ð°Ñ Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ° Pet-YesÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ðº Ð¿ÑÐ¾Ð´ÑÐºÑÑ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð², ÑÐ¸Ð½ÑÐµÐ·, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, ÑÑÑÑÐºÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ¾Ð¹ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð´Ð¾ÐºÑÐ¼ÐµÐ½ÑÐ°ÑÐ¸Ð¸ Ð¸ Ð±ÐµÑÐµÐ´. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð¿Ð¾ Ð¿Ð¾Ð´Ð±Ð¾ÑÑ Ð´Ð¾Ð¼Ð°ÑÐ½Ð¸Ñ Ð¶Ð¸Ð²Ð¾ÑÐ½ÑÑ Â«ÐÐµÑ-ÐÐ°Â»; â Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ Ð² ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¾ÑÐ½Ð¾ÑÐ¸ÑÐµÐ»ÑÐ½Ð¾ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ðµ; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²; â Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ°. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ: Ð¿Ð¾Ð´Ð±Ð¾Ñ Ð¿Ð¸ÑÐ¾Ð¼ÑÐµÐ² Ð½Ð° Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð°Ñ. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð½Ð¾Ð²ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ. ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ðº Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ðµ Ð²ÑÐ±Ð¾ÑÐ° Ð´Ð¾Ð¼Ð°ÑÐ½Ð¸Ñ Ð¶Ð¸Ð²Ð¾ÑÐ½ÑÑ. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ Ð´Ð¸Ð¿Ð»Ð¾Ð¼Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°. Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸Ð¼ÐµÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹.
description: The aim of the study is to develop theoretical provisions, methodological and practical recommendations that ensure increased consumer loyalty to the online pet selection platform. The study was carried out on the basis of the LLC âPet-Yes exchange platformâ. Research subject: marketing strategy in the field of increasing loyalty to the product of an online platform. Research methods: analysis of literature and Internet sources, synthesis, generalization, structuring of this information, observation, study of documentation and conversations. The main results of the study: â analysis of the marketing strategy of the online platform for the selection of pets "Pet-Yes"; â identification of problems in the existing marketing strategy regarding consumer loyalty to the platform; â development of a set of marketing activities to increase customer loyalty; â evaluation of the effectiveness of the developed complex. Application field: the selection of pets on online platforms. The scientific novelty of the study is the proposal to develop a new marketing strategy to increase loyalty to the pet selection platform. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.