title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²Ð¾Ð´Ð° Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑ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 a strategy for launching a new product on the marketplace
Creators: name: ÐÐ°Ð½ÑÑÑÐ¸Ð½Ð°, ÐÐ¾Ð»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: 2024
Subjects: ÑÑÐ½Ð¾Ðº e-commerce
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹ÑÑ
ÑÑÐ½Ð¾Ðº b2c
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹ÑÐ°Ñ
e-commerce market
strategy
marketplaces
b2c market
promotion tools on marketplaces

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ÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑÐ¾Ð´Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹Ñ. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÐÐ Â«Ð­Ð´ÐµÐ»ÑÐ²ÐµÐ¹ÑÂ». ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð°ÑÑ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²Ð°Ñ ÑÐ¸ÑÑÐµÐ¼Ð° Â«GoogleÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð²ÑÐ²Ð¾Ð´Ð° Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐ¾Ð²Ð°ÑÐ° Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹ÑÑ. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ: Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸Ð½ÑÐµÐ·, ÑÐ°Ð±Ð»Ð¸ÑÐ½ÑÐ¹ Ð¼ÐµÑÐ¾Ð´ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð¼ÐµÑÐ¾Ð´ Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð¼ÐµÑÐ¾Ð´Ñ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð´Ð°Ð½Ð½ÑÑ, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¸Ð·Ð¾Ð±ÑÐ°Ð¶ÐµÐ½Ð¸Ð¹ Ð¼ÐµÑÐ¾Ð´Ð¾Ð¼ eye-tracking. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð¸Ð·ÑÑÐµÐ½Ñ Ð¾Ð±ÑÐ¸Ðµ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð²ÑÐ´ÐµÐ»Ð¸ÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸; â Ð¸Ð·ÑÑÐµÐ½Ð° Ð¸ÐµÑÐ°ÑÑÐ¸ÑÐµÑÐºÑÑ ÑÑÑÑÐºÑÑÑÑ Ð¾ÑÐ³Ð°Ð½Ð¾Ð² ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸ÐµÐ¹ Ð¸ ÑÑÐ½ÐºÑÐ¸Ð¸ ÐµÐµ Ð¿Ð¾Ð´ÑÐ°Ð·Ð´ÐµÐ»ÐµÐ½Ð¸Ð¹; â ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½ Ð¿ÑÐ¾ÑÐµÑÑ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹Ñ ÐºÐ°Ðº ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ B2C ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¾Ð¼; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸ Ð²Ð¸Ð´Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð¿Ð»Ð¾ÑÐ°Ð´ÐºÐ°Ñ; â ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¾ Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð´Ð»Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° B2C ÑÑÐ½ÐºÐµ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ Â«Ð­Ð´ÐµÐ»ÑÐ²ÐµÐ¹ÑÂ». ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð° eye-tracking Ð² Ð¾ÑÐµÐ½ÐºÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ Ð¸Ð·Ð¾Ð±ÑÐ°Ð¶ÐµÐ½Ð¸Ð¹ Ð´Ð»Ñ ÐºÐ°ÑÑÐ¾ÑÐµÐº ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¿Ð»ÐµÐ¹ÑÐµ. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  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 Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is development of a strategy for entering the marketplace. The study was carried out on the basis of Edelweiss LLC. The Google search engine was used to collect the data necessary for fulfillment. Research subject: strategy for launching a new product on marketplaces. Research methods: general scientific: analysis and synthesis, tabular method of presentation and processing of information, method of graphical presentation of information, methods of statistical data processing, study of images by eye-tracking method. The main results of the study: â studied the general provisions of the company, to identify the main areas of activity; â studied the hierarchical structure of the management bodies of the organization and the functions of its departments; â the process of entering the marketplace as a strategy for solving the problem of interaction with the B2C segment is considered; â proposed tools and types of promotion strategies on online marketplaces; â the description of the product for realization on the B2C market was formed. Application field: in the operations of Edelweiss, LLC. The scientific novelty of the study is the application of the eye-tracking method in evaluating the effectiveness of advertising images for product cards on a marketplace. 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.