title: ÐÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ Ð² Ð±Ð¸Ð·Ð½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ ÐÐµÑÐ¿Ð°Ð»Ð¾Ð² Ð.Ð.)
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: Gamification in business communications (for example, individual entrepreneur Bespalov A.A.)
Creators: name: ÐÐ°ÑÐ°Ð½Ð¾Ð²Ð°, ÐÐ»ÐµÑ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: 2020
Subjects: Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ
PR-ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸
Ð±Ð¸Ð·Ð½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
Ð¸Ð³ÑÐ°
ÑÐ¼Ð¾ÑÐ¸Ñ
Instagram
gamification
PR-technologies
business communication
game
emotion

description: Ð Ð°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð¾Ð¼Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ ÑÐ¾Ð»Ð¸ Ð¸ Ð¼ÐµÑÑÐ° Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸ Ð² Ð±Ð¸Ð·Ð½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸ Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ â Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸, ÐºÐ°Ðº ÑÐ»ÐµÐ¼ÐµÐ½Ñ Ð±Ð¸Ð·Ð½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð²ÐºÐ»ÑÑÐ°ÑÑÐ¸Ðµ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ (Ð¾Ð¿Ð¸ÑÐ°Ð½Ð¸Ðµ), ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ (ÑÐ¾ÑÐ¼Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ, Ð²Ð¾ÑÑÐ¾Ð¶Ð´ÐµÐ½Ð¸Ðµ Ð¾Ñ Ð°Ð±ÑÑÑÐ°ÐºÑÐ½Ð¾Ð³Ð¾ Ðº ÐºÐ¾Ð½ÐºÑÐµÑÐ½Ð¾Ð¼Ñ), Ð¾Ð±ÑÐµÐ»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ðµ (Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ, Ð¸Ð´ÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ, Ð¸Ð½Ð´ÑÐºÑÐ¸Ñ, Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ) Ð¸ ÐºÐ¾Ð½ÐºÑÐµÑÐ½Ð¾-Ð½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð½Ð°ÑÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾Ð·Ð½Ð°Ð½Ð¸Ñ, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÑÑÑÐ¸Ðµ ÑÐ¾Ð±Ð¾Ð¹ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÑ Ð½Ð°ÑÐº â ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸Ð¸ (Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ) Ð¸ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð¸Ð¸. Ð Ð´Ð¸Ð¿Ð»Ð¾Ð¼Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸ÑÂ» Ð¸ Â«Ð±Ð¸Ð·Ð½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÂ»; Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾ÑÐµÐ¹Ð½Ð¸ Mr. CÐ°t Coffee; Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð¼-Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð²Ð½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð· Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Mr. CÐ°t Coffee; Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° PR-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸ Ð¸ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¾ÑÐµÐ½ÐºÐµ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. ÐÐ±ÑÐ¸Ð¹ Ð²ÑÐ²Ð¾Ð´ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¸Ð·ÑÑÐµÐ½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð¹ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ â PR-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð²ÑÑÐ¸Ñ ÑÐ·Ð½Ð°Ð²Ð°ÐµÐ¼Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÑÐµÐ´Ð¸ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸. ÐÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð¾Ð¹ PR-ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ÐºÐ°Ð·ÑÐ²Ð°ÐµÑ, ÑÑÐ¾ Ð¿Ð»Ð°Ð½Ð¸ÑÑÐµÐ¼ÑÐ¹ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¾ÐºÐ°Ð¶ÐµÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ðµ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ðµ Ð½Ð° ÑÐµÐ»ÐµÐ²ÑÐµ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸. ÐÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ â ÑÑÐ¾ Ð½Ðµ ÑÐ¾Ð»ÑÐºÐ¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹. Ð¡ÐµÐ³Ð¾Ð´Ð½Ñ ÑÑÐµÑÐ° ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿Ð¾Ð´ Ð¿ÑÐ¸Ð·Ð¼Ð¾Ð¹ Ð¼Ð¾Ð½ÐµÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾ÑÑÐ¸, Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð²ÑÑÐ°Ð¶ÐµÐ½Ð¸Ñ ÑÐµÑÐºÐ¾Ð¹ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸.
description: The paper is devoted to a comprehensive analysis of the role and place of gamification in business communications and substantiates the need to use gamification in the company's activities. The subject of research is a gamification tool as an element of business communications. Research methods: General scientific methods, including empirical (description), theoretical (formalization, ascent from the abstract to the concrete), General logical (analysis, generalization, idealization, induction, modeling) and concrete scientific methods of scientific knowledge, which are specific methods of specific Sciences-sociology (observation) and psychology. The thesis deals with the concepts of "gamification" and "business communication"; a situational and competitive analysis of the coffee shop Mr. Cat Coffee; we analyzed the communication policy of competitors, conducted a SWOT analysis of the activities of Mr. Cat Coffee; conducted segmentation and characterization of the target audience; developed a PR campaign with elements of gamification and made recommendations for evaluating effectiveness. The General conclusion based on the data studied and practical work carried out is that a PR campaign will increase the company's awareness among the target audience. Evaluating the effectiveness of the developed PR campaign shows that the planned set of events will have an effective impact on the target audience. Gamification is not just about communicating with your audience. Today, the sphere is considered under the prism of monetization of business and the formation of awareness, customer loyalty, as well as the expression of a clear purchasing power.