title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«ÐÐµÑÑÐµÐºÑ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: Development of strategy of Internet brand promotion (on the example of JSC "Vertex")
Creators: name: Ð¯Ð±Ð»Ð¾ÐºÐ¾Ð²Ð°, 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: 2023
Subjects: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
strategy of internet-promotion
development of positioning
marketing communications

description: ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ- Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° LE SANTI. Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÐ¾Ð²Ð½Ñ ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° LE SANTI Ð¸ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð¿ÑÐ¸Ð²ÐµÑÐ¶ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð±ÑÐµÐ½Ð´Ñ. Ð Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ Ð¼ÐµÑÐ¾Ð´Ñ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ (Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, Ð¾Ð¿ÑÐ¾Ñ Ð¸ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ðµ) Ð¸ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ (Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¸Ð½ÑÐµÐ·, Ð´ÐµÐ´ÑÐºÑÐ¸Ñ), Ð° ÑÐ°ÐºÐ¶Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°: Ð¿ÑÑÑ ÑÐ¸Ð» ÐÐ¾ÑÑÐµÑÐ°, PEST-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Yandex.ru, Google.ru. ÐÐ»Ñ Ð¿Ð¾Ð¸ÑÐºÐ° Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð°ÑÑ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð°Ñ Ð±Ð¸Ð±Ð»Ð¸Ð¾ÑÐµÐºÐ° Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¾Ð³Ð¾ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ° elib.spbstu.ru. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ ÑÑÑÑÐºÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: Google Forms Ð¸ Microsoft Excel. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÑÐ°Ð»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð¸ÑÑÐµÑÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð³Ð´Ðµ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ñ ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð±ÑÐ»Ð¸ Ð´ÐµÑÐ°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ Ð¼ÐµÐ´Ð¸Ð°Ð¿Ð»Ð°Ð½Ð°, ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ ÑÐµÑÐµÐ½Ð¸Ð¹. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÐµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð°, ÑÑÐ¾ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ñ: ÑÐ²ÐµÐ»Ð¸ÑÐ¸ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ, ÑÑÐ°ÑÑ Ð±Ð¾Ð»ÐµÐµ ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼ÑÐ¼ Ð±ÑÐµÐ½Ð´Ð¾Ð¼, ÑÐ¾Ð·Ð´Ð°ÑÑ Ð±Ð¾Ð»ÐµÐµ Ð´Ð¾Ð²ÐµÑÐ¸ÑÐµÐ»ÑÐ½ÑÑ ÑÐ²ÑÐ·Ñ Ñ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÐ¼Ð¸ Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÑ ÑÑÑ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ñ Ð´Ð»Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð°.
description: The subject of work is formation of strategy of Internet-promotion of LE SANTI brand. The purpose of work is working out of Internet-promotion strategy for increase of LE SANTI brand recognition level and creation of consumers adherence to the brand. This final qualification paper used methods of empirical research (observation, survey and questionnaire, description, comparison) and theoretical research (analysis, synthesis, deduction), as well as marketing analysis methods: Porters five forces, PEST-analysis and SWOT-analysis. While collecting data search engines Yandex.ru and Google.ru were used. The digital library of Saint Petersburg State Polytechnic University elib.spbstu.ru was used for literature search. During the processing of structured data, the following information technologies were used: Google Forms and Microsoft Excel spreadsheet editor. The result of the work was the development of a differentiated marketing strategy, where the key tools of Internet promotion were presented, which were detailed with the help of the developed media plan, also the assessment of the economic efficiency of the proposed solutions was made. The developed proposals can be used and applied for the improvement of the brand marketing activity, which will allow to: increase the audience, to become more recognizable brand, to create more trustful connection with the customers, and to use this information for further brand development.