title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ALIBABA)
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: Development of recommendations for the development of the marketing system of a trading company (on the example of Alibaba)
Creators: name: Ð¡ÑÐ¹ Ð§ÑÐ½ÑÐ»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: 2024
Subjects: ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÐ¸ÑÑÐµÐ¼Ð°
Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ñ Ñ ÐºÐ»Ð¸ÐµÐ½ÑÐ°Ð¼Ð¸
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ
Ð¾Ð¼Ð½Ð¸ÐºÐ°Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
trading company
marketing system
customer relationships
digital platforms
omni-channel marketing

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÐ¸ÑÑÐµÐ¼Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð¾Ð² Ð¾ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ALIBABA. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÐµÐ¾ÑÐ¸Ð¸ Ð¸ Ð¿ÐµÑÐµÐ´Ð¾Ð²ÑÑ Ð¿ÑÐ°ÐºÑÐ¸Ðº Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ, Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÑÐ¸Ð½ÑÐµÐ·. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: â Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð¸ÑÑÐ¾ÑÐ¸Ñ ÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ°Ð¿Ð° ÐµÐ³Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ, Ð¸Ð·ÑÑÐµÐ½Ñ Ð¿ÐµÑÐµÐ´Ð¾Ð²ÑÐµ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹; â Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; â Ð´Ð°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ALIBABA, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð½ÑÐµ Ð·Ð¾Ð½Ñ; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð²Ð°ÑÐ¸Ð°Ð½ÑÑ Ð¾ÑÐ²ÐµÑÐ¾Ð² Ð½Ð° Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÐµ Ð²ÑÐ·Ð¾Ð²Ñ, Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  â Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÑÐµÑÐ°ÑÑÐ¸Ñ Ð·Ð°Ð´Ð°ÑÐ¸ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð°Ð²ÑÐ¾Ð¼Ð°ÑÐ¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÐ¹ ÑÐ±Ð¾Ñ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð¾ÑÐ¸ÑÐ½ÑÐ¹ Ð¿Ð°ÐºÐµÑ. 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.
description: The aim of the graduate qualification work is the formation of a set of measures to improve the marketing system of a trading company. The work has been carried out on the materials materials on the activities of the trading company ALIBABA. Research methods used: study of marketing theory and best practices, financial analysis, comparison, analysis and synthesis. The main results of the graduate qualification work: â the history of the formation of marketing and the features of the current stage of its development are analyzed, and best practices for conducting marketing campaigns are studied. â tools for improving the marketing system have been identified. â the current state of the ALIBABA marketing system is characterized, and problem areas are identified; â options for responding to current challenges were proposed, the effectiveness of measures was assessed The areas of the graduate qualification work results application: â activities of companies solving problems of improving marketing systems. When working on the project, digital technologies were used, automated collection and analysis of information, and an office suite. Conclusions. The objectives of the WRC have been resolved, the goal has been achieved, and the scope of application of the results has been determined.