Economic vector 2022 1(28)Download issue
Currently, the Internet occupies a significant place in the communication process, both between ordinary users and in the interaction of companies with their audiences. With the development of technology, many different methods of evaluating and measuring the audience began to appear because of data on the Internet. The purpose of this article is to describe these methods and assess their strengths and weaknesses. The purpose of this article is to describe these methods and evaluate their strengths and weaknesses. This article provides a sociological analysis of the content of medical communications on the example of the private Russian production and trading company SPLAT, which produces perfumes and cosmetics.
Keywords: internet audience, internet audience measurement technology, audience measurement methods, media communications, sociological analysis
USER INTERFACE MONITORING
Author(s): I.L. Kornilova, N.N.Paramonova
The article is devoted to the consideration of the concept of usability of a software product and monitoring the quality of software products from this point of view. The goals and objectives of usability testing, various testing methods, principles for selecting people for research are considered. Testing methods include individual survey, remote user testing method, A/B testing, eye tracking methods, and focus groups.
Keywords: user interface, software product usability, usability testing, remote user testing method, A/B testing, eye tracking method, focus groups, target user profile.
ONLINE SALES: CHOOSING A SALES CHANNEL IN MODERN CONDITIONS
Author(s): E.V.Kozlyaeva, I.Y.Krylova
The article shows the role of the Internet as a distribution channel for manufactured products. The analysis of such sales channels as an online store, sales through social networks and marketplace is carried out, their main advantages and disadvantages are identified.
Keywords: Internet marketing, sales channels, e-commerce, online store, social networks, marketplace.
ECONOMIC EVALUATION OF THE EFFECTIVENESS OF AN INNOVATIVE-ACTIVE ENTERPRISE AS A FACTOR IN ITS SUSTAINABLE DEVELOPMENT
Author(s): P.S.Shpak, E.G. Sycheva
The progress of the state economy in an innovative way can be determined by the resource conditions of the management of its constituent organizations. In modern economic conditions, innovation is a key factor in the competitiveness of companies.
The article analyzes the results of the activities of the leading innovative and active enterprises of the North-Western region from the point of view of the effectiveness of economic resource management and the formation of company development strategies, namely, the following indicators are presented in dynamics for 2012–2020 years: return on investment, return on assets, return on equity, return on profit before interest and taxes, and etc. The authors have developed the model of strategic management of innovative development of the enterprise.
Keywords: innovations, economic resources, innovative and active enterprises, strategic management of innovative development of the enterprise.
CLASSIFICATION AND ACTUALIZATION OF THE PROBLEM OF INFORMATIONAL AND MANAGERIAL INNOVATIONS IN SMALL ENTERPRISES
Author(s): Vad. A Drabenko, D.V.Drabenko, Val. A.Drabenko, S.N.Zakharov
This article discusses the main approaches to innovative problems in small enterprises related to both the peculiarities of the development of Russian small business and the mentality of decision-makers. The relationship between management innovations, the management system and a number of factors characterizing the sustainability of decisions, product, economic potential, etc., has been determined.
Keywords: innovation, small business, management, solutions, economic potential
DEVELOPMENT AND IMPLEMENTATION OF A PERSONNEL ASSESSMENT SYSTEM AT A MANUFACTURING ENTERPRISE
Author(s): A.A.Dorogovtseva, A.V.Gerasimova, Skopich D.L.
The article presents the results of a study of the personnel evaluation system. The authors identified the main problems and proposed a set of interrelated measures aimed at the formation and implementation of a personnel assessment system at a manufacturing enterprise.
Keywords: personnel evaluation, personnel, evaluation system, production enterprise, system elements.
DEVELOPMENT OF AN AUTOMATED MODEL FOR ANALYZING THE SOCIO-PSYCHOLOGICAL CLIMATE OF THE LABOR COLLECTIVE USING MS POWER BI
Author(s): N.A.Bovykina, A.G. Khaidarov
The article presents an attempt to form a model for monitoring the socio-psychological climate of the labor collective on the basis of interdisciplinary connections of information technologies and labor psychology. A variant of creating a system for monitoring staff moods with high-quality visualization of information at the level of individual employees, departments and the entire working team is proposed. The content part of the monitoring is based on the use of analytical techniques of three aspects of the socio-psychological climate: organizational culture, relationships in the team and personal characteristics of employees, manifested in interaction with other members of the team. The technical part involves collecting information using Google Forms and processing data using MS Power BI.
Keywords: monitoring, socio-psychological climate, labor collective, organizational culture, labor relations, employee personality, automation of personnel analysis, visualization of the personnel situation.
COVID-19 PANDEMIC, SERVICE INDUSTRY INNOVATION AND COMPETITIVENESS
Author(s): A.V.Kuchumov, E.V.Pecheritsa, Kuchumova V.N.
Nowadays, innovation is becoming increasingly important for both scientists and practitioners due to the significant increase in the level of global competition and the constant search for customers to maximize the benefits from their purchasing decisions. The subject of the study is innovations in the service sector and their impact on the competitiveness of an organization in the context of the COVID-19 pandemic. The aim of the study is to study the mandatory introduction of innovations to increase competitiveness in a pandemic. Research methods: information search, systematic approach and comparison. More than 30 scientific works of foreign English-speaking scientists have been analyzed. It was revealed that the introduction of innovations at service enterprises in a crisis allows: to try to keep existing customers in a changing environment; consider the introduction of innovations as creating competitive value for customers, including for attracting new customers. It is concluded that in times of severe market disruption, offerings and business models can become obsolete as a result of changes in customer behavior and competitors' service value creation models.
Keywords: innovation, service industry, marketing, competitiveness, COVID-19 pandemic, digitalization, globalization.
CORONA BUSINESS, GEOGRAPHY OF LOSSES
Author(s): A.L. Zelezinsky, O.V.Arkhipova, I.W.Porodin, D.O.Agarkova
This article reviews the impact that the COVID-19 coronavirus infection has had on the business activities of economic entities around the world. The pandemic has made its own adjustments and caused enormous damage to such industries as air transportation, holding mass events (concerts, exhibitions, etc.), the service sector (beauty salons, travel agencies, hotels), catering, small and medium-sized businesses also suffered losses. The relevance of this topic lies in the fact that entrepreneurship is the basis of a market economy.
Keywords: crisis, COVID-19, economics, damage, company, tourism.
ANTI-CRISIS MANAGEMENT OF A HOTEL ENTERPRISE IN CONDITIONS OF INCREASED UNCERTAINTY FACTORS AND INSTABILITY OF THE EXTERNAL ENVIRONMENT
Author(s): A.L. Zelezinsky, O.V.Arkhipova, A.A.Musakin
The article discusses modern approaches to the organization of anti-crisis management of hotel enterprises in a crisis and increased factors of uncertainty and instability of the external environment. The authors examined the impact of the COVID-19 coronavirus pandemic on the Russian hospitality market, analyzed the current problems in the industry that have developed as a result of the new crisis. Also, an analysis was made of a number of approaches to the exit of hotel enterprises from a crisis situation. At the end of the article, reasonable conclusions and recommendations are made that can be used to level the consequences of the coronavirus pandemic.
Keywords: hotel business, quality of hotel services, crisis management, pandemic Covid-19, hospitality industry.
The article discusses the economic effects of the presence in various regions of states of sports infrastructures, complex engineering facilities that ensure the functioning of professional sports complexes. Using econometric models proposed by a number of economists, an attempt was made to adapt their use in the modern conditions of the Russian Federation. It has been shown that the most relevant form of organizing the operational characteristics of sports infrastructure facilities is to a greater extent those that experience the maximum influence of American professional sports.
Keywords: sports infrastructure, professional sports, econometric models in the sports economy, economic dominants in the construction of sports infrastructure, economic effects in the sports economy.
RENTED TRANSFORMATIONS IN THE SECTORAL AND REGIONAL ECONOMIES
Author(s): V.A.Chernenko, S.V. Efimova
The article discusses the rented transformations that determine the sectoral structure of the regional economy.
Keywords: regional rents, rent-seeking transformation, sectoral and regional economy, rent mechanism, international sustainable development goals.
INCREASING THE EFFICIENCY OF STAFFING OF REGIONAL WASTE MANAGEMENT SYSTEMS BASED ON PROFESSIONAL STANDARDS
Author(s): M.A.Liubarskaia, V.V.Bushikhin, E.A. Mustafaev
The article substantiates the relevance of improving the staffing of regional waste management systems. The authors identify the problems of the current state of the sphere of waste management in cities and offer ways to solve them based on changing the system of personnel training, taking into account newly introduced professional standards. The novelty of the approach lies in the definition of targets for the development and implementation of professional standards not only for specialists involved in the field of waste management, but also for employees involved in the process of waste management at enterprises and organizations in various fields.
Keywords: staffing, waste management system, region, professional standard, efficiency.
CLUSTER DEVELOPMENT OF HIGHER EDUCATION – THE BASIS OF THE CREATION OF THE INFORMATION SOCIETY
The article reveals the creation of lateral clusters, as the basis for the development of higher education – the basis of the creation of the information society.
Keywords: cluster development of higher education – the basis of creating an information society.
THE ROLE OF TARIFF AND INVESTMENT POLICY IN THE IMPLEMENTATION OF ECO-SOCIAL-ORIENTED MANAGEMENT OF AN INDUSTRIAL ENTERPRISE
Author(s): A.A. Artemiev, P.N.Kosarev
The article reveals the content of a new approach to the management of an industrial enterprise, which is focused not only on economic, but also on environmental and social characteristics. Such an approach, in particular, can be promoted through the implementation of an appropriate tariff and investment policy. The authors identify trends in the transformation of methods for forming this policy, taking into account ESG factors. The novelty of the proposals put forward by the authors consists in substantiating the feasibility of conducting the tariff and investment policy of industrial enterprises based on the balance of interests of stakeholders.
Keywords: eco-social-oriented management, tariff policy, investment policy, industrial enterprise, ESG factors.
A HYBRID APPROACH TO EVENT PROJECT MANAGEMENT
The article considers the issues of project management processes related to the field of event organization, the use of agile project management methodologies, their advantages and limitations concerning implementation to the event industry. Based on the hybrid project management model proposed by David Robins and the Event Management Body of Knowledge (EMBOK) framework, the author has developed a model of event project management workflow, combining traditional and iterative approaches to event project management.
Keywords: project management, event management, project management processes, agile project management, event domains, hybrid project management, iteration.
PERFORMANCE MARKETING: STRATEGY, STAGES, IMPLEMENTATION
Author(s): M.S.Starikova, L.V.Denike, E.A. Shchetinina
In the article, we have revealed the concept of performance marketing (RM) as a type of Internet marketing integrated into the overall business management system, tied to real performance evaluation indicators. The complex of methodological tools of RM with the use of metrics having business sense is generalized and meaningfully refined. We considered the stages, the sequence of step-by-step implementation of the performance marketing strategy. Based on the results of the comprehensive strategy of RM, a forecast of the effectiveness of the promotion of the S7 company with the use of strategic and tactical media planning has been compiled.
Keywords: performance marketing, end-to-end analytics, metric, performance indicator, advertising channel, target audience, comprehensive strategy, media planning, optimization, contextual advertising, targeting, conversion, point of contact, customer journey map, banner advertising, analytics tools, remarketing, retargeting.
CRM SYSTEMS: HISTORY, DEFINITIONS, CLASSIFICATION
Author(s): A.V. Kuchumov, Ya.S.Testina
The transformation in marketing research, the emergence of various sales methods leads to a change in relations with consumers. CRM systems are a relevant tool for managing customer relationships. More and more enterprises are using it in practice, however many Russian businessmen, as research shows, still do not use CRM in their business activities. The article discusses the genesis of CRM systems. Various approaches to the definition of the system of relationships with customers in domestic and foreign sources are investigated. The classifications of CRM systems are presented according to: installation method, purpose, level of information processing and architecture/availability. The current state of the CRM systems market in Russia has been studied using Google Trend and WordStat.
Keywords: CRM, customer relationship management, CRM history, definition of CRM, types of CRM, sales management.
DISTANT MANAGEMENT: HOW TO MANAGE A TEAM IN A DISTANT WORK ENVIRONMENT EFFECTIVELY
Author(s): A.L. Zelezinsky, O.V.Arkhipova, D.V.Hodos, E.R. Khasanova
The COVID-19 pandemic, which has engulfed the whole world with consequences, has forced many managers to switch to a remote work format. At this time, it is impossible to imagine a manager who does not have remote management skills. One of the key skills is the ability to develop and implement a communication and interaction plan with the team, wherever the employees are.
For the effective work of a distributed team, appropriate technologies and, importantly, the ability to use them are required. In addition, for effective team management in the conditions of remote work, it is necessary to apply some tactics in the organization of employees' activities. In this article, we will consider the actual problems of remote management and methods of its improvement.
Keywords: distant management, distant work, distant management of employees, tactics of improving remote management, modern technologies.
BUILDING BUSINESS PROCESSES IN DIFFERENT STRATEGIC TYPES OF FIRMS
Author(s): A.A. Dorogovtseva, M.E Salakhova
This article is devoted to the analysis of the strategic types of firms and the construction of business processes for each type. Theoretical aspects and foundations of the firm's strategies are considered. Each type has a notation for building business processes, examples are given.
Keywords: company strategy, strategic types of company, notation, business process, business process construction, strategic management.
PURCHASING LOGISTICS OF STATE UNITARY ENTERPRISE PETERSBURG METRO
Author(s): L.K. Gorba
When assessing the quality of life in the selected city, considerable attention is paid to the availability of public transport. In St. Petersburg, this type of transport includes the metro. It is well known that the predetermining factor in the success of the enterprise is the procurement policy. The St. Petersburg Metro is a state-owned enterprise, which complicates procurement procedures. This article discusses the existing logistics model of enterprise procurement, with a description of the participants and their functional responsibilities. The sources of formation of the procurement budget are described and an analysis is carried out according to the basic monitoring scheme. The conclusions of the article are substantiated by the financial statements of the State Unitary Enterprise "Petersburg Metropolitan".
Keywords: public procurement logistics, audit and monitoring of procurement activities, social criteria for evaluating procurement, public transport.
Clusters are perceived as a determining factor in the development and competitiveness of each economy, especially in times of crisis. By creating a network of collaboration, clusters encourage companies to create new relationships, new assumptions and trust, emphasizing the values of partnership and mutual collaboration. The purpose of the article is to substantiate a theoretical basis for the development of an organizational and economic mechanism for increasing the effectiveness of partnership relations between cluster structures, the functioning of which ensures the growth of stability during periods of crisis. The hypothesis of the study is the assumption that the activation of partnership relations between cluster structures within the framework of a well-functioning organizational and economic mechanism can increase their stability, including in a crisis. Currently, important categories of enterprise management include flexibility, the ability to respond to the environment and meet the expectations of customers and other stakeholders, and the collaboration of actors based on a network rather than a hierarchy, by building collaboration and partnerships. The research methodology includes a set of general scientific and special methods of scientific cognition, including systematization, generalization and system analysis of theoretical concepts. This article is based on in-depth case studies and available empirical research. It is shown that in Russia clusters are the object of interest of government bodies at different levels, however, as studies show, the policy of Russia in the field of supporting clusters is not well thought out. It has been substantiated that the organizational and economic mechanism for increasing the effectiveness of partnerships between cluster structures, including formal and informal ties, promotes the exchange of technologies and information and supports various initiatives undertaken in the cluster. the use of the tools and methods proposed in the work to increase the effectiveness of partnerships will allow us to form an independent set of measures aimed at implementing the main opportunities for the development of cluster structures in crisis conditions.
Keywords: cluster, region, competition, partnership model, sustainability.
STATISTICS AND EXPANSION OF ITS SPHERE IN THE POLITICAL SPACE OF THE COUNTRY AND ITS REGIONS
Author(s): M.V. Butorin, A.E.Vikulenko
The article reflects the development of statistical bodies in Russia over the entire period under review, noting their significant contribution to the development of statistics in the country, studying the problems facing the country as a whole and its Northern province (Arkhangelsk region), and suggesting ways to solve them.
Keywords: provincial statistics, socio-economic space, scientific and educational center, research, works of statisticians..