title: Ð¡Ð¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐÐ¢-Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Â«Ð¯Ð½Ð´ÐµÐºÑ ÐÐ°ÑÐºÐµÑÂ» (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¯Ð½Ð´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: Improving the marketing strategy of the IT product "Yandex Market" (using the example of Yandex LLC)
Creators: name: ÐÐ¾Ð¼ÑÐ°ÑÐµÐ², ÐÐ°ÐºÑÐ¸Ð¼
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: Ð¿ÑÐ¾Ð´ÑÐºÑ
ÐÐÐ
Ð²ÐµÐ½Ð´Ð¾Ñ
Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
GMV
product
pick-up point
vendor
user
strategy

description: ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐÐ¢-Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Â«Ð¯Ð½Ð´ÐµÐºÑ ÐÐ°ÑÐºÐµÑÂ» (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¯Ð½Ð´ÐµÐºÑÂ»). Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐÐ¢-Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Â«Ð¯Ð½Ð´ÐµÐºÑ ÐÐ°ÑÐºÐµÑÂ» Ð´Ð»Ñ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¸Ð±ÑÐ»Ð¸ Ð¸ Ð´Ð¾Ð»Ð¸ ÑÑÐ½ÐºÐ°. 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: 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Ð¾Ð´ÑÐºÑÐ°, ÑÑÐ¾ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ñ: ÑÐ²ÐµÐ»Ð¸ÑÐ¸ÑÑ GMV, ÐºÐ¾Ð»Ð¸ÑÐµÑÑÐ²Ð¾ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ Ð¸ Ð´Ð¾Ð»Ñ ÑÑÐ½ÐºÐ°.
description: The aim of the thesis is to improve the marketing strategy of the IT product "Yandex Market" to increase profit and market share. The thesis utilized empirical research methods (observation, survey and questionnaires, description, comparison) and theoretical research methods (analysis, synthesis, deduction), as well as marketing analysis methods: Porters five forces, PEST analysis, and SWOT analysis. Yandex.ru and Google.ru search engines were used for data collection. The electronic library of the Saint Petersburg State Polytechnic University elib.spbstu.ru was used for literature search. The following information technologies were used in processing structured data: Google Forms and Microsoft Excel. The result of the thesis is the development of a differentiated marketing strategy, which includes key internet promotion tools that were detailed with the help of a developed media plan. Additionally, an evaluation of the economic efficiency of the proposed solutions was conducted. The developed proposals can be used and applied to improve the marketing activities of the product, which will enable increasing GMV, the number of users, and market share.