title: Ð¢ÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²ÑÑ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐµÐ½ÑÐ°Â»)
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: Technologies for introducing new communication channels (on the example of "Lenta" LLC)
Creators: name: ÐÐ°ÐºÐ°ÑÐ¾Ð², ÐÐ³Ð¾Ñ
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: ÐºÐ°Ð½Ð°Ð»Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¼ÐµÑÑÐµÐ½Ð´Ð¶ÐµÑÑ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ
communication channels
messengers
communication
implementation technologies

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐµÐ½ÑÐ°, Ð° Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° Ð² Â«ÐÐÐÂ» ÐÐµÐ½ÑÐ° Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ°Ð½Ð°Ð»Ð°. 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:
1.ÐÐ½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²Ð¾Ð¹ ÑÐ¾Ð·Ð½Ð¸ÑÑ;2.ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¼ÐµÑÑÐµÐ½Ð´Ð¶ÐµÑÐ¾Ð² ÐºÐ°Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° Ð² ÐÐÐ Â«ÐÐµÐ½ÑÐ°Â»; 3.ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸; 4.ÐÐ½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ Â«ÐÐµÐ½ÑÐ°Â»; 5.ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° Ð´Ð»Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÐµÐ¹Ð»Ð°. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð² ÐÐÐ Â«ÐÐµÐ½ÑÐ°Â», Ð³Ð´Ðµ Ð°Ð²ÑÐ¾ÑÐ¾Ð¼ ÐÐÐ  Ð±ÑÐ»Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ñ Ð½Ð¾Ð²ÑÐµ ÐºÐ°Ð½Ð°Ð»Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ â Ð¼ÐµÑÑÐµÐ½Ð´Ð¶ÐµÑÑ, Ð° ÑÐ°ÐºÐ¶Ðµ, ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð° â Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð´Ð°Ð½Ð½ÑÐµ Ð´Ð»Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ°ÑÑÐµÑÑ Ð¿Ð¾ Ð±ÑÐ´Ð¶ÐµÑÑ, Ð¾ÑÑÐ°Ð¶Ð°ÑÑÐ¸Ðµ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ ÑÑÐ¼Ð¼Ñ Ð´Ð»Ñ Ð¿Ð¾Ð´Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° Ð½Ð° Ð³Ð¾Ð´. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ñ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÐºÐ°Ð½Ð°Ð»Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÐµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¼ÐµÑÑÐµÐ½Ð´Ð¶ÐµÑÐ¾Ð², Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ°Ñ-Ð±Ð¾ÑÐ¾Ð², ÑÑÐ¸ÐºÐµÑÐ¾Ð², Ð¿Ð¾ÑÐµÐ²Ð¾Ð² Ð¸ ÑÐ¿Ð¾Ð¼Ð¸Ð½Ð°Ð½Ð¸Ñ ÐºÐ°Ð½Ð°Ð»Ð° Ð² ÑÐ¶Ðµ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÐºÐ°Ð½Ð°Ð»Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: The subject of the graduate qualification work is âThe technology of introducing new communication channels on the example of LLC Â«LentaÂ».The given work is devoted to studying communication activities LLC Â«LentaÂ», and in particular, the introduction of a new communication channel in the LLC Â«LentaÂ» and the development of channel promotion. The research set the following goals: 1.Analysis of the communication channels of grocery retail: 2.Definition of the technology for introducing instant messengers as a new communication channel in LLC Â«LentaÂ»;
3. Determining the effectiveness of a given communication channel; 4.Analysis of the communication activities of LLC LLC Â«LentaÂ». 5.Determination of the features of the communication channel for retail trade. The work was fulfilled in LLC Â«LentaÂ», where the author of the GQW was introduced new communication channels â messengers, also work included collection of factual materials â main statistics for analysis of the communication activities of the company. The calculations, made during the research, depict the amount of budget needed for the whole year of promotion. As a result, the communication activities of the company were analyzed and the technology for introducing a new communication channel was determined. Effective recommendations have been developed on the paid and free promotion of messengers, using chatbots, stickers, postings, and mentioning the channel in the company's existing digital channels.