title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ SMART-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸ Ð´Ð»Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°
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
title: Development of SMART-platform for the target audience of the medium price segment
Creators: name: ÐÑÑÐ°Ð±ÐµÐºÐ¾Ð²Ð°, Ð¡ÐµÐ¹Ð»Ð°Ð½Ð°
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: 2021
Subjects: Ð­ÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ðµ ÑÐ¸ÑÑÐµÐ¼Ñ
Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹Ñ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½
ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
ÑÑÐµÐ´Ð½Ð¸Ð¹ ÑÐµÐ½Ð¾Ð²Ð¾Ð¹ ÑÐµÐ³Ð¼ÐµÐ½Ñ
marketplace
online store
e-commerce
mid-range price segment

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸ Ð´Ð»Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. Ð Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. Ð£ÑÐ¾ÑÐ½Ð¸ÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÐ½Ð¾ÑÑÑ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸. 2. ÐÑÐµÐ½Ð¸ÑÑ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ðµ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð² Ð Ð¾ÑÑÐ¸Ð¸. 3. ÐÐ·ÑÑÐ¸ÑÑ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½ÑÐµ Ð¸ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸ Ð¿ÐµÑÐµÑÐ¾Ð´Ð° ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð² Ð½Ð¾Ð²ÑÐµ ÑÐ¾ÑÐ¼Ð°ÑÑ. 4. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Pest-Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸. 5. ÐÐ¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð½Ð¾ÑÑÐ¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹. 6. ÐÑÐ¾Ð²ÐµÑÑÐ¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸. 7. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸. 8. ÐÑÐ²ÐµÑÑÐ¸ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸ Ð´Ð»Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð±ÑÐ»Ð¾ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÐ½Ð¾ÑÑÑ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Â», Â«Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹ÑÂ», ÐºÐ°Ðº Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐ¾ÑÐ¼Ð°ÑÑ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸, ÑÐ°ÐºÐ¶Ðµ Ð±ÑÐ»Ð¾ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Â«ÑÐºÐ¾ÑÐ¸ÑÑÐµÐ¼Ð°Â». ÐÑÐ´ÐµÐ»ÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ°Ð¶Ð´Ð¾Ð³Ð¾ ÑÐ¾ÑÐ¼Ð°ÑÐ° ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ Ð¸ Â«ÑÐºÐ¾ÑÐ¸ÑÑÐµÐ¼ÑÂ». ÐÐ°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹, Ð²ÑÐ´ÐµÐ»ÐµÐ½Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ½ÑÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐµÐ¼ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÐ°Ð»Ð° Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸ Ð´Ð»Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐ½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°Â». ÐÑÐ»Ð° Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ smart-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ¸.
description: This work is devoted to the formation of the concept of smart-platform development for the target audience of the medium price segment. In the course of the research, the following tasks were solved: 1. Clarify the concept and essence of e-commerce. 2. Evaluate the state of e-commerce in Russia. 3. To study international and domestic trends of e-commerce transition into new formats. 4. Conduct a Pest-analysis of the external environment of the smart-platform. 5. Determine the needs of the average price segment of customers. 7. Justify the need to create a smart-platform. 8. Derive an algorithm for developing the concept of a smart-platform for the target audience of the medium price segment. The paper considered the concept and essence of e-commerce. Considered the concept of "online store", "marketplace" as the main formats of trade, also considered the concept of "ecosystem". The features of each trade format, including the "ecosystem" are highlighted. The characteristic of the average price segment of customers is given, the characteristic features are highlighted. The marketing analysis of marketing communication tools used by competitors of the smart-platform was carried out. The result of the study was an algorithm for developing a smart-platform for the target audience of the medium price segment. The need to create a smart platform was justified.