Anna O. Derykolenko
Internet Platform as a Basis for Effective Promotion of Industrial Enterprises
(original language – Ukrainian)
https://doi.org/10.21272/mer.2020.87.10
The article clarifies the definition of an Internet platform. The main markets are identified where the use of Internet platforms would be most appropriate. The existing definition of Internet platforms is analyzed and the author’s vision is proposed, which is based on the research. The main characteristics of the Internet platform for the promotion of industrial goods are highlighted.
It is noted that in the modern world of digital technologies, Internet platforms have wide opportunities and prospects for application by domestic industrial enterprises. The main purpose of the existence of Internet platforms is to help enterprises whose goal is to enter global markets. Due to the high technical level, their implementation can significantly increase the speed of logistics operations, increase the efficiency of activities (communication, logistics, innovation, investment, etc.), improve its quality (thanks to customization), realize unique after-sales service opportunities for various markets, various target consumer groups, etc. The use of Internet platforms by industrial enterprises is, on the one hand, aimed at establishing mutually beneficial relations with stakeholders, and on the other, at coordinating the company's internal business processes with external capabilities and threats. The author formulated the main features of the creation and use of Internet platforms for the promotion of industrial products, identified the business processes of an industrial enterprise when using an Internet platform. Separately, a structural diagram of the business processes of an industrial enterprise using the Internet platform is proposed.
Key words: Internet platform, business processes, tools, industrial enterprises.
Placed in №1, 2020.
Affiliations: Anna Oleksandrivna Derikolenko, Junior Research Fellow, Department of Economics and Business Administration, Sumy State University
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