title: ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð°ÑÐµÐ½Ð´Ñ Ð¶Ð¸Ð»ÑÑ Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ¸ ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ñ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Marketing analysis of a digital platform of accommodation rent in context of sharing economy
Creators: name: ÐÐ»ÐµÐ½Ð¸Ð½Ð°, ÐÐºÐ°ÑÐµÑ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: 2020
Subjects: ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ° ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ñ
ÐºÑÐ°ÑÐºÐ¾ÑÑÐ¾ÑÐ½Ð°Ñ Ð°ÑÐµÐ½Ð´Ð° Ð¶Ð¸Ð»ÑÑ
avito
Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹
ÐºÐ°ÑÑÐ° Ð¿ÑÑÐ¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»Ñ
sharing economy
short-term accommodation rent
consumer behaviour
customer journey map model

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð°ÑÐµÐ½Ð´Ñ Ð¶Ð¸Ð»ÑÑ Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÐºÐ¸ ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸ÑÂ».
ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð°ÑÐµÐ½Ð´Ñ Ð¶Ð¸Ð»ÑÑ AVITO. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ:
ï¾ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÐ½ÐºÐ° Ð­Ð¡Ð Ð Ð¾ÑÑÐ¸Ð¸;
ï¾ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð²Ð½ÐµÑÐ½ÐµÐ¹ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ ÑÑÐµÐ´Ñ Ð½Ð° ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Ð°ÑÐµÐ½Ð´Ñ Ð¶Ð¸Ð»ÑÑ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÑÐµÐ¹ ÑÐµÑÐµÐ½Ð¸Ñ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½ÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼;
ï¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ°ÑÑÑ Ð¿ÑÑÐ¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»Ñ Ð¸ Ð¼Ð¾Ð´ÐµÐ»Ð¸ ÑÐ¾ÑÐµÐº ÐºÐ°ÑÐ°Ð½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° AVITO;
ï¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÑÐµÐ¼Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ.
Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐÐ Â«ÐÐÐ¥ ÐµÐÐ¾Ð¼Ð¼ÐµÑÑÂ», ÐºÐ¾ÑÐ¾ÑÐ¾Ð¼Ñ Ð¿ÑÐ¸Ð½Ð°Ð´Ð»ÐµÐ¶Ð¸Ñ Ð±ÑÐµÐ½Ð´ AVITO. ÐÐ½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð» Ð±ÑÐ» ÑÐ¾Ð±ÑÐ°Ð½ Ð¸Ð· ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð²: Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÐ°Ð¹ÑÐ°, Ð¡ÐÐ, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ ÑÐ¾Ð±ÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° ÑÐ°Ð±Ð¾ÑÑ, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ Ñ.Ð¿.
Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´Ð°Ð½Ð½ÑÑ, Ð±ÑÐ»Ð° ÑÐ¾Ð·Ð´Ð°Ð½Ð° Ð²Ð¾ÑÐ¾Ð½ÐºÐ° Ð¿ÑÐ¾Ð´Ð°Ð¶, ÑÐ°ÑÐ°ÐºÑÐµÑÐ½Ð°Ñ Ð´Ð»Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¼Ð¾Ð´ÐµÐ»Ð¸, Ð¸ ÐºÐ°ÑÑÐ° Ð¿ÑÑÐ¸ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»Ñ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ AVITO. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ° Ð±ÑÐ»Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ ÑÐ°ÑÐ°ÑÐ°Ð½Ð½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¸ digital-ÑÐµÑÐµÐ½Ð¸Ñ ÑÐ²Ð»ÑÑÑÑÑ ÑÐ°Ð¼ÑÐ¼Ð¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÐ¼Ð¸ Ð¼ÐµÑÐ¾Ð´Ð°Ð¼Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð°.
description: The subject of the graduate qualification work is âMarketing analysis of a digital platform of accommodation rent in context of sharing economyâ.
The given work is devoted to developing of recommendations for improving the marketing solutions of the digital platform AVITO. The research set the following goals:
ï¾ the analysis of the sharing economy market in Russia;
ï¾ the analysis of influencing factors of internal and external environments of the digital platform and the developing of solutions of possible problems;
ï¾ the development of customer journey map model and brand touch point wheel of the brand AVITO;
ï¾ developing of recommendations for improving the marketing solutions of the analyzed platform.
The work was fulfilled on premises of âKECH eCommerzâ that owns the brand AVITO. The informational material was collected from various recourses: official website, media, and researches of marketing agencies. Methods of the research are studying and analysis of the literature, observation, synthesizing of the personal working experience, comparative analysis of the results, etc.
The specific for the particular business-model sales funnel and AVITO customer journey map model were created as the result of the data analysis. On the basis of the conducted research and the calculation of economic effect it was ascertained that word-of-mouth marketing and digital solutions are the most effective ways of brand promotion.