title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð°ÑÐ¸Ð°Ð½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÑ ÑÐ¾ÑÐ³Ð¾Ð²ÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Researching company promotion options and developing unique trading offers
Creators: name: ÐÐ¾Ð²Ð¸ÐºÐ¾Ð²Ð°, ÐÐ°ÑÑ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: 2019
Subjects: ÐÐ½ÑÐµÑÐ½ÐµÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
seo
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
Ð¼ÐµÑÐ¾Ð´ ÐºÐ°Ð½Ð¾
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
marketing
competitiveness
kano method
competitive analysis
e-business

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐÐÐ Ð£ÐÐ  â 18. 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 Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÑÐºÑÑÑÑ Ð¸ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»Ð° Ð¸Ð½ÑÐµÑÐ½ÐµÑ â ÑÐ°Ð¹ÑÐ° Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÐºÐ¾ÑÐ¾ÑÐ¾Ð³Ð¾ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÑÑÑÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»Ð° ÑÐ°Ð¹ÑÐ°, ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ñ ÑÑÐ°ÑÑ Ð¾Ð±ÑÐµÐºÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±Ð¾Ð»ÐµÐµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½ÑÐ¼. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐ°Ð¹ÑÐ° Ð¸ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð±ÑÐ»Ð¾ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ð¹ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ, Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐ°Ð¹Ñ, Ð½Ðµ ÑÐ¿ÑÐ°Ð²Ð»ÑÐµÑÑÑ Ñ Ð·Ð°Ð´Ð°ÑÐµÐ¹, ÑÐ°Ð´Ð¸ ÐºÐ¾ÑÐ¾ÑÐ¾Ð³Ð¾ Ð¸ Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½. ÐÐ½ Ð½Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾ÑÐ¿Ð¾Ð±ÐµÐ½, Ð´Ð»Ñ Ð¸ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÑÐ¾Ð¹ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð±ÑÐ»Ð¾ ÑÐµÑÐµÐ½Ð¾ Ð¿ÑÐ¸Ð¼ÐµÐ½Ð¸ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð²ÑÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ. ÐÑÐ»Ð¸ Ð¸Ð·ÑÑÐµÐ½Ñ Ð¸ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ Ð½Ð° ÑÐ°Ð¹ÑÐµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐµÐ´Ð¸ Google Ð¸ Yandex, Ð´Ð»Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð»ÑÑÑÐ¸Ñ Ð¿ÑÐ°ÐºÑÐ¸Ðº Ñ Ð³Ð»Ð°Ð²Ð½ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². ÐÐµÑÐ¾Ð´ ÐÐ°Ð½Ð¾ Ð´Ð»Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð£ÐÐ  â 18. SEO Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ñ, Ð½Ð° Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¾Ð² Ð´Ð»Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÑ ÑÐ¸ÑÑÐµÐ¼, Ð¿ÑÐ¾Ð²ÐµÑÐºÐ° Ð½Ð° ÑÐ·Ð°Ð±Ð¸Ð»Ð¸ÑÐ¸ Ð¸ ÑÐ²ÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð¯ÐºÐ¾Ð±Ð° ÐÐµÐ»ÑÑÐ¾Ð½Ð°. ÐÐ¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¿ÐµÑÐµÑÐ¸ÑÐ»ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð±ÑÐ»Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ, Ð¸Ð·ÑÑÐµÐ½Ñ Ð¸Ñ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÐµ ÑÐ¾ÑÐ³Ð¾Ð²ÑÐµ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð»ÑÑÑÐ¸Ðµ Ð¸Ð´ÐµÐ¸ Ð¾ÑÑÐ°ÑÐ»Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¼Ð¾Ð¶Ð½Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÑ. Ð¢Ð°Ðº Ð¶Ðµ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð³ÑÑÐ¿Ð¿Ñ Ð£ÐÐ  â 18, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¸Ð¼ Ð½Ðµ ÑÐ²Ð°ÑÐ°ÐµÑ Ð½Ð° ÑÐ°Ð¹ÑÐµ. ÐÑÐ»Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ðµ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¸. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð½Ð¾Ð²ÑÐµ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÐ¹ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¸ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿ÑÐ¾ÑÐ¾ÑÐ¸Ð¿ (Ð¼Ð°ÐºÐµÑ) Ð½Ð¾Ð²Ð¾Ð¹ Ð³Ð»Ð°Ð²Ð½Ð¾Ð¹ ÑÑÑÐ°Ð½Ð¸ÑÑ. ÐÑÐ¸Ð¼ÐµÐ½Ð¸Ð² ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¸ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ, ÑÐ°Ð¹Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐ°Ð½ÐµÑ Ð±Ð¾Ð»ÐµÐµ Ð¿ÑÐ¸Ð²Ð»ÐµÐºÐ°ÑÐµÐ»ÐµÐ½, ÐºÐ°Ðº Ð¸ Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, ÑÐ°Ðº Ð¸ Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÑ ÑÐ¸ÑÑÐµÐ¼, ÑÑÐ¾ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐ°ÑÑ Ð±Ð¾Ð»ÐµÐµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾Ð¹.
description: The object of study is ÐÐÐ UNRâ18. The aim of the final qualification work is to analyze the activities of the enterprise, in particular the structure and functionality of the Internet site, on the basis of which recommendations are presented for improving the functionality of the site, which will make the research object more competitive. Based on an analysis of the site and the activities of the organization, it was revealed that the existing tool, the website, does not cope with the task for which it was developed. It is not competitive, to fix this problem, it was decided to apply marketing research methods and develop recommendations for their further application. The following marketing methods were studied and applied on the site of the research object: competitive analysis among Google and Yandex, to determine the best practices of the main competitors. Kano method for determining the preferences of the target audience of the organization UNRâ18. SEO optimization, to identify deficiencies for search engines, test for usability and heuristics by Ecob Nilson. Based on the results of applying the above methods, the main competitors were identified, their unique trading offers were studied, as well as the best industry ideas that can be used. Also revealed are the preferences of the target group of UNR â18, which they lack on the site. Technical flaws were identified. New unique offers were developed and a prototype (layout) of the new main page was compiled. By applying the recommended solutions, the companyâs website will become more attractive both to the target audience and search engines, which will allow the company to become more competitive.