title: ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐ¸ Merries)
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: Effectiveness evaluation of online store promotion tools (example of the Merries trademark)
Creators: name: Ð¡Ð¾ÑÐ¾ÐºÐ¸Ð½, ÐÐ°Ð²ÐµÐ»
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: 2021
Subjects: Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÑÐ°ÐºÑÐ¾ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Ð¼ÐµÑÐ¾Ð´Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸
kpi Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð°
Ð°Ð½Ð°Ð»Ð¸Ð· Ñ Ð¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸
promotion tools
factor analysis
efficiency evaluation methods
kpi indicators
online store promotion
analysis of economic activity

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ Ð¼Ð°ÑÐºÐ° Merries ÑÐµÐ°Ð»Ð¸Ð·ÑÐµÐ¼Ð°Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð¾Ð¼ ÐÐÐ Â«ÐÐ·Ð¸Ð°Ð½Ð°Â». Ð¦ÐµÐ»ÑÑ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ Ð¼Ð°ÑÐºÐ¸ Merries Ð´Ð»Ñ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½ÑÐµÑÐºÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÐ½ÐºÐ° ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ Ð±ÑÐ»Ð¸ Ð²ÑÐ´ÐµÐ»ÐµÐ½Ð° Ð¾ÑÐ½Ð¾Ð²Ð½Ð°Ñ ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ñ Ð³ÑÑÐ¿Ð¿Ñ Ð¿Ð¾ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸. ÐÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ñ Ð¿ÑÐ¾ÐµÐºÑÑ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð¿ÑÐ¸Ð²Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¼Ð°ÐºÑÐ¸Ð¼Ð°Ð»ÑÐ½Ð¾ Ð±Ð¾Ð»ÑÑÐ¾Ð³Ð¾ ÑÐ¸ÑÐ»Ð° Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹ Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐ¼Ð¸ ÑÐ°ÐºÑÐ¾ÑÐ°Ð¼Ð¸, ÑÑÐµÐ±ÑÑÑÐ¸Ð¼Ð¸ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ, ÑÐ²Ð»ÑÑÑÑÑ Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ðº ÑÐ¾Ð»Ð¾Ð´Ð½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, ÑÑÐ¾Ð²ÐµÐ½Ñ ÑÑÐµÐ´Ð½ÐµÐ³Ð¾ ÑÐµÐºÐ° Ð¸ Ð¿ÐµÑÐµÑÐ°ÑÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¸Ð½Ð²ÐµÑÑÐ¸ÑÐ¸Ð¹ Ð¼ÐµÐ¶Ð´Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. Ð¡Ð´ÐµÐ»Ð°Ð½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð´Ð¸Ð½Ð°Ð¼Ð¸ÑÐ½Ð¾-Ð¸Ð·Ð¼ÐµÐ½ÑÑÑÐµÐ¹ÑÑ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ. Ð Ð°ÑÑÑÐ¸ÑÐ°Ð½ ÑÐ°ÐºÑÐ¾ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐ¸Ð±ÑÐ»Ð¸ Ð¾Ñ Ð¿ÑÐ¾Ð´Ð°Ð¶, ÑÐµÐ½ÑÐ°Ð±ÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ Ð·Ð°Ð¿Ð°ÑÐ° ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾Ð¹ ÑÑÑÐ¾Ð¹ÑÐ¸Ð²Ð¾ÑÑÐ¸ Ð¿Ð¾ ÑÐµÑÑÑÐµÐ¼ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½Ñ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ, ÑÐ¸Ð½ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¸ Ð±Ð¸Ð·Ð½ÐµÑ KPI Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾Ð½Ð¸ ÑÐ¾Ð¾ÑÐ½ÐµÑÐµÐ½Ñ Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¾Ð¼ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð¾Ð¹ ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸.
description: The Object of study is the online store LLC âAzianaâ. The purpose of the graduation qualification work is to evaluate the effectiveness of using tools for promoting an online store using the example of the Merries brand to make management decisions to improve their effectiveness. On the basis of the analysis of the retail market, the main target audience was allocated and the groups by purchasing ability were segmented. Were developed and implemented projects to improve the effectiveness of promotional tools to attract the largest possible number of potential buyers, and it was found that the main factors that require improvement are the optimization of tools for moving to a cold audience, the average check level and the redistribution of investments between promotional tools. A set of measures and recommendations to improve the effectiveness of promotional tools in a dynamically changing external environment. The factor analysis of profit from sales, profitability and financial stability margin was calculated for the four tools of pro-movement, economic, synthetic and business KPI indicators were calculated, and they are also correlated with the analysis of the financial business activity of the organization.