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Economic vector 2024 2(37)

SECURING ENTERPRISES: UNVEILING THE IMPORTANCE AND PROCESS OF PENETRATION TESTING
Author(s): J.Neumeier, A.L. Zelezinskii, O.V. Arhipova

Nowadays, as IT systems are more and more complex, the safeguarding of company’s IT assets has become essential. The interconnectedness of companies Information Systems over the internet, coupled with the ingenuity of cyber adversaries, poses a formidable challenge for enterprises striving to protect their assets. Within this context, cyber security emerges as a discipline that encompasses strategies and technologies aimed at fortifying digital defenses against malicious actors.

Keywords: IT-system, security, cybercrime, cybersecurity, digital information protection.

PROBLEMS OF NEGATIVE IMPACT AND ECONOMIC HARM CAUSED BY BOTNETS
Author(s): L.U. Molkova, E.D.Pasechnic

Currently, malicious bots pose a serious threat in the field of information security due to the fact that they are used for such crimes on the Internet as fraud, extortion, blocking the Internet resources of enterprises, which leads to a deterioration in the reputation of enterprises and the inability to fully implement business processes. Thus, at the present stage of development of information systems and information protection, detection and elimination of malicious bots is one of the most pressing tasks. This article discusses the architecture of malicious bots and possible ways to destroy them.

Keywords: malware; botnets; botnet; botmaster; DDoS attack, Internet traffic tags.

ANALYSIS OF NEURAL NETWORKS’ APPLICATION IN THE INTERNET MARKETING
Author(s): D.F.Zakirova, K.E. Mizina

The article discusses the main areas of neural networks’ application in the marketing promotion, and also highlights promising ways of developing this tool. The relevance of the topic is due to the fact that today neural networks are developing at a rapid pace and are actively becoming part of everyday life in society. According to the Russian company Tele2, a person's "communication" with neural networks has recently tripled. Both foreign and Russian scientists are working to improve neural networks, making them more and more "smart" and accessible. Every day these new technologies bring our society closer to a new reality. Neural networks and the marketing sector were not bypassed, providing new opportunities in the field of product promotion.

Keywords: neural network, application of neural networks, Internet marketing, artificial intelligence.

MARKETPLACES AS A MODERN CHANNEL OF MARKETING PROMOTION AND SALES
Author(s): D.F.Zakirova

This article presents an analysis and trends in the development of modern online trading platforms/marketplaces (Wildberries, Ozon, Yandex.Market, etc.), reveals the advantages of using marketplaces in product promotion, and also justifies the need for organizations to enter these trading platforms in order to maintain their competitiveness, including in the off-line market. Marketplaces have gained particular popularity in recent years, attracting more and more people to their marketplaces, which serves as a beneficial ground for using online marketplaces not only as sales channels, but also as promotion channels.

Keywords: marketplaces, marketing, promotion channels, online trading, trading platform.

COMPARATIVE ANALYSIS OF THE ACTIONS OF GOVERNMENT AGENCIES IN THE PROCESS OF IMPLEMENTING SPECIALIZED SOFTWARE FOR COMPUTER-Aided DESIGN ON THE EXAMPLE OF RUSSIA, CHINA, THE USA
Author(s): V.A. Drabenko, I.V. Kuznetsov, D.V. Drabenko, N.V. Drabenko

The article provides a comparative analysis of the actions of government agencies of three countries – Russia, China and the United States, in the process of implementing specialized software for computer-aided design. The article discusses the main stages of the implementation of such software, as well as assesses the actions of government agencies in each of the countries. The purpose of the study is to identify best practices and identify factors influencing the success of the implementation of this software.

Keywords: information technology, computer-aided design, computer-aided design.

INTERNATIONAL FINANCIAL REPORTING STANDARDS: IMPLEMENTATION AND PROBLEMS OF APPLICATION IN THE RUSSIAN FEDERATION
Author(s): M.A. Laboskin

The article examines the process of implementation of international financial reporting standards in the Russian Federation in connection with the transition to market relations, analyzes the main problems that arise in their practical application.

Keywords: international standards, financial statements, international financial reporting standards.

INNOVATION IN PERSONNEL MANAGEMENT AS A FACTOR IN IMPROVING THE EFFICIENCY OF THE ENTERPRISE
Author(s): V.S. Konopleva, A.V.Gerasimova, I.A.Konopleva

Based on the results of the socio-economic analysis of the catering company, the authors developed and proposed recommendations for the introduction of modern methods of innovation management in the personnel work of the enterprise under study, which, according to the calculations of indicators with a forecast value, should have a positive effect.

Keywords: innovations, personnel management, enterprise, personnel innovation, effectiveenes.

VENTURE INVESTMENTS AS AN AUXILIARY TOOL IN THE IMPLEMENTATION OF INNOVATION AND INVESTMENT PROJECTS
Author(s): D.M. Kasatkin

The article examines the essence of venture investments and their main features. The basis of venture investments is, first of all, innovative projects implemented by developing companies; the form of investment should not be limited by any other conditions. The main problems of the Russian venture investment market are analyzed: small volume, legislative uncertainty, personnel shortage, difficulties in attracting foreign investment. For a solution, it is proposed: improvement of legislation, limited involvement of insurance companies and pension funds in venture investments, redistribution of state support for venture investments, additional tools for a safe exit from venture investments for all interested parties. The implementation of innovation and investment projects through the purchase and integration into the internal processes of a large company, which was previously a strategic investor, also depends on solving the problems of the entire venture market as a whole, since at the moment the number of such transactions is insignificant.

Keywords: venture investments, innovation investment project, investments, stock market, innovation, innovative activity.

FOOD SHARING: LEGAL REGULATION AND IMPACT ON FOOD RETAIL
Author(s): G.Yu.Mityashin, E.V.Stelmashonok, V.L.Stelmashonok

The purpose of the study is to develop recommendations for the use of food sharing in food retail in Russian Federation, taking into account legislative initiatives to regulate the distribution of food surplus. An analysis of the legislative initiative submitted to the State Duma of the Russian Federation was carried out. It is shown that the optimal option for food sharing in Russia is its implementation based on the food retail trade infrastructure. It is shown that food sharing should become an important element of the food retail business model and a tool for its ESG transformation.

Keywords: food security, food sharing, food retail, food surplus, legal regulation.

EDUCATIONAL OPPORTUNITIES AS THE INSTRUMENT OF STAFF MOTIVATION
Author(s): Yu.S.Konoplina

In the article it is represented the analysis of the preconditions and the factors, which allow to introduce successfully the additional professional education as the instrument of staff motivation. The author researches the peculiarities of economic evaluation of the costs and the results connected with the usage of the additional professional education as the instrument of staff motivation. In the article it is characterized the risk connected with the usage of the additional professional education as the instrument of staff motivation from the employer’s point of view. The represented approach is built up upon several basic theses concerning the formation of personnel motivation system, the necessity of stable improving personnel motivation system especially in the conditions of sustainably rising economic indicators of organization, the profitability of the non-material motivation prevailing, the leading role of the additional educational opportunities in frames of non-material motivation.

Keywords: professional education, staff motivation, personnel management, costs and benefits of motivation instruments.

ANALYSIS OF THE STATIC FACTORS SPECIFICS IN THE DEVELOPMENT OF TOURISM COMPLEX OF THE DESTINATION
Author(s): M.V. Voloshinova, A.V.Kuchumov, P.Yu. Eremicheva

This article analyzes the features of the formation of large categories of spatial specific factors in tourism and the significance of the nature of the parameters for assessing the resource base of a destination in the context of these factors. The authors examined the basic features and non-obvious characteristics of the factors and studied their nature. The difficulties in categorizing static factors are considered and its specificity is revealed based on global experience. As a result of the study, the relationship between the categories of static and dynamic factors was determined.

Keywords: tourist complex, destination, tourism economics, static factors, factors in tourism, tourism.

COMPREHENSIVE DIAGNOSTICS OF THE INVESTMENT ATTRACTIVENESS OF THE REGION
Author(s): E.N.Sokolova, A.O.Muravyeva

The article presents the main factors of complex diagnostics of the investment attractiveness of the region. The factors of investment potential as the main mechanism of growth of the economic environment are investigated. The main ratings are considered, which help to assess the possibilities of investment inflow into the main regional spheres of the Russian Federation. The review of practical and scientific-theoretical information is made, the author's conclusions are given.

Keywords: investment attractiveness, region, rating, assessment, risk, diagnostics.

PROBLEMS OF BALANCED REGIONAL DEVELOPMENT: REAL ESTATE SPHERE
Author(s): M.A. Liubarskaia, K.V. Glazkov

The authors considered the issues of balanced development of the real estate sector at the regional level. The article shows the historical aspects of the development of the balanced scorecard system for enterprise management and emphasizes the relevance of using a similar approach to the strategic management of real estate development in the regions of Russia. This process must take into account the interests of various groups of participants, including investors, the population with different income levels, government structures responsible for both overseeing the construction and real estate sector, and for solving social issues. As a scientific novelty, it is worth noting proposals for improving the conceptual as well as methodological aspects of the balanced scorecard for regional development based on a combination of positivist and phenomenological approaches.

Keywords: balanced development, strategic planning, region, real estate.

ANALYSIS OF LABOR ORGANIZATION INDICATORS IN ENTERPRISES WITH A CHEMICAL FACTOR OF THE PRODUCTION ENVIRONMENT
Author(s): A.K. Kulik, M.K.Staritsyna

The article is devoted to the analysis of labor organization indicators in sectors of the national economy with a chemical factor of the production environment. The concepts of working conditions and the chemical factor of production are considered. The spheres of activity for which the impact of the chemical factor of production on workers is most characteristic are identified. Such indicators as labor productivity; the state of labor conditions and safety at the enterprise, the level of occupational morbidity; the amount of wages and its dynamics; the state of labor discipline; the availability of state guarantees and compensation to employees are studied. The most problematic issues of labor organization have been identified, and directions for the subsequent development of measures to minimize them have been identified.

Keywords: labor organization, chemical factor of production, labor protection, productivity, occupational diseases, working conditions, remuneration and labor rationing, labor discipline.

TERRITORIAL BRANDING AS A TOOL IN THE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN THE REGION (ON THE EXAMPLE OF ST.PETERSBURG)
Author(s): M.A. Zharkova

The article is devoted to territorial branding, its features, and its role in the development of artificial intelligence in the region. The tools and technologies of territorial branding have been studied on the materials of St. Petersburg. In the article there were researched the problems, opportunities and prospects of branding for attracting investments in the field of artificial intelligence and stimulating innovation. With the help of an in-depth interview there were revealed the peculiarities of the influence of St. Petersburg branding as a tool for the development of the region on artificial intelligence, business, innovation, and, in general, on the regional infrastructure. In this article there was applied a secondary analysis of trends in the development of artificial intelligence in the region. The author has analyzed the events from 2019 to the present day in electronic media. There were found the successful examples of the use of tools for the formation of the city's brand. With the help of content analysis of regional media in 2024 the problems were identified in the communication strategy of branding of the large city. There were proposed some recommendations and directions for the development of the territory using branding of Saint-Petersburg as an effective tool.

Keywords: territorial branding, Saint-Petersburg, artificial intelligence, artificial intelligence technologies.

ANALYSIS OF CURRENT METHODS FOR ASSESSING THE COMPETITIVENESS OF THE TERRITORY
Author(s): А.А.Dorogovtseva, E.M.Postnikova

The article considers the concept of competitiveness of the region. The analysis of the methods used to assess the competitiveness of the territory, developed by both Russian and foreign authors, is carried out. A comparative analysis of the indicators was carried out, as well as the advantages and disadvantages of each methodology were identified, which confirmed the relevance in the study of this topic and revealed the lack of a unified methodology for assessing the competitiveness of the territory.

Keywords: competitiveness, region, methodology, rating, index.

ANALYSIS OF THE PHARMACEUTICAL MARKET IN THE SEGMENT OF LOCAL PTOTEOLYTICAL DRUGS
Author(s): G.S.Stepanov, A.A.Lotsmanov, D.M.Medvedeva

The article presents the results of the segments analysis of the Russian drugs and care products containing proteolytic enzymes for topical use market. The analysis based on the data from the State Register of Pharmaceutical Products for Medical Purposes (GRPP), the Unified Register of certificates of state registration of the EAEU and the analytical company DSM Group (for the period 2019-2023). The data contains the sales volume in physical and monetary terms by medical institutions and sales by retail pharmacy organizations. It was found that the structure supply of drugs includes nine trade names (TN). The dominant drugs group is enzymes from the pancreas of cattle. The segment of the perfumery and cosmetics market is represented by four TN, the leaders are the brands Fermencol® and Imoferase®.

Keywords: marketing research, proteolytic enzymes, collagenase, bromelain, trypsin, treatment of burns, scar treatment.

PROXY FOR RANKING COMPANIES ACCORDING TO THE CRITERIA OF INNOVATION MANAGEMENT
Author(s): A.A.Sinitsina, A.P.Taburchak, R.A.Sinitsin

A study of the correspondence of the ranking series of innovative companies according to the criterion of stochastic dominance and using the hierarchy analysis method was conducted. Within the framework of the latter, an analysis of the factors of the innovative potential of companies and their assessment were carried out, quantitative values of the influence of factors were determined. A significant rank correlation was revealed between the results obtained using two methods.

Keywords: innovative companies, second-order stochastic dominance, hierarchy analysis method, innovation potential factors.

CURRENT TRENDS IN THE LOGISTICS PROCESSES OF CONTAINER TRANSPORTATION IN RUSSIA
Author(s): V.V. Nikolaev

The article examines the current trends in the logistics processes of container transportation in Russia and describes the stages of the logistics process of container cargo delivery. Special attention is paid to the dynamics of container transportation with the identification of the causes of changes.

Keywords: logistics, process, transportation, containers, market, analysis.

MAIN TRENDS OF DEVELOPMENT OF LOGISTICS IN RUSSIA AND ABROAD: A COMPARATIVE ANALYSIS
Author(s): A.D.Lychakova, V.V. Bakharev

The article describes the most priority directions of development of Russian and international logistics. The article considers peculiarities of logistics in the Russian Federation, which determine the main vectors of development. These include business software development, route maintenance, growth in online commerce, and growing digitalization. Examples of national logistics companies implementing the considered ways of development in practice are given. Trends in the development of foreign logistics have been identified. These include the creation of transport alliances, the increasing role of outsourcing and logistics operators, and the minimization of environmental risks. The reasons of differences and similarities in the directions of development of Russian and foreign logistics are described. Recommendations to Russian logistics companies to improve efficiency and gain a competitive advantage have been presented.

Keywords: logistics, digitalization, route updating, logistics providers, transport alliances, ecologization.

SPECIFICS OF SWOT-ANALYSIS AS A STRATEGIC MANAGEMENT TОOL
Author(s): A.V. Kuchumov, M.A. Safronov, P.Yu. Eremicheva

This article presents the definition and analyzes the specifics of such a strategic management tool as SWOT analysis. The authors reveal the role and characteristics of the components of the analytical method, determine the importance of additional tools when analyzing the macroenvironment of an enterprise. A study of a non-profit project and its results is presented and an independent assessment of the qualitative content of the SWOT analysis of the project under consideration is carried out, conclusions about the dependence of the effectiveness of the results obtained on the human factor are reflected. The characteristics of the use of SWOT analysis as an independent tool of strategic management are derived.

Keywords: strategic management, management, SWOT analysis, analysis, marketing, marketing analysis, strategy.

EXPANSION OF ASSORTMENT POLICY AS A FACTOR OF PROMOTION OF ACCOMMODATION ENTERPRISES
Author(s): A.L.Zelezinskii, O.V.Arhipova, O.E. Morozova

The article is devoted to the consideration of the problem of assortment policy management as part of the overall strategy of development of accommodation enterprises. The authors consider the key aspects of determining strategies, formation and selection of assortment, development of additional services. It is noted that during the formation of assortment policy the management of enterprises is forced to optimize the completeness of the assortment, as well as to search for profitable markets for sales. The practical significance of the article lies in determining the directions of expanding the assortment policy and planning the range of additional services of the accommodation enterprise taking into account the needs of customers.

Keywords: assortment policy, promotion strategies, product groups, additional services, planning the range of services of the accommodation enterprise, hospitality industry.

CREATIVE APPROACHES AND SOLUTIONS IN THE EVENT MARKETING
Author(s): D.F.Zakirova, P.E. Yushina

This article reflects the application of some creative approaches and solutions in event marketing, which is especially relevant in conditions when traditional marketing tools (advertising on television, radio, in the press) no longer demonstrate the desired level of effectiveness. The authors note that if event marketing exists within the framework of an organization, then, as a rule, it is used without the use of creative approaches and methods, which ultimately reduces their effectiveness. The article also proposed an author's algorithm for increasing the creativity of events, which will make event marketing in the organization more successful.

Keywords: event marketing, company events, creative approaches, association with the company, audience involvement.

MOBILE APPLICATIONS AS A PROMISING ELEMENT OF MARKETING COMMUNICATIONS OF MODERN BUSINESS
Author(s): D.F. Zakirova

This article highlights the main advantages of using mobile applications to build effective marketing communication with consumers, and also reveals the prerequisites for the need to create them as a whole. The relevance of this topic is associated, firstly, with the active distribution of «smart» smartphones among the population. According to the GSMA, as of 01.01.2024, 4.6 billion people use mobile Internet, which is about 54% of the world's population. Secondly, in recent decades, business owners have begun to increasingly use mobile applications as one of the tools for promoting their goods/services. The article also presents statistics that allow you to clearly demonstrate the latest trends related to the use of mobile applications.

Keywords: mobile applications, marketing, business, promotion, marketing communications.

ESG-CONCEPT IN LOGISTICS COMPANIES BRANDING
Author(s): Y.K.Gritsay, V.V.Nikolaev

The article discusses the main approaches to the implementation of branding using the basic principles of the ESG concept. The largest international and domestic logistics companies that have taken into account the modern agenda in the field of sustainable development are analyzed. Recommendations are given on how to evaluate the effectiveness of the ESG concept in the branding of logistics companies.

Keywords: ESG, branding, logistics company, sustainable development, ecology, logistics, transport.

SPECIFIC FEATURES OF MARKETING ON THE MARKET OS TRANSPORT AND LOGISTICS SERVICES
Author(s): Wang Yue, T.Yu. Ksenofontova

The work demonstrates the specifics of the activities of large transport and logistics companies, which determines the distinctive features of their marketing policy. Despite the fact that classical marketing tools have relatively low effectiveness in this market because logistics operators and their key customers prefer long-term relationships, in the current conditions the role of marketing is increasing. This is due to the transformation of the global logistics market and the release of niches in it, as well as the need to attract small customers. The main directions of marketing activities in the market of transport and logistics services are demonstrated.

Keywords: marketing, performance marketing, transport and logistics services.

ANALYSIS OF THE INVOLVEMENT OF EDUCATIONAL ORGANIZATIONS OF THE SIBERIAN FEDERAL DISTRICT IN THE PROCESS OF IMPROVING FINANCIAL LITERACY
Author(s): N.I.Razheva, T.V.Petrova

The question of leveling up the financial literacy of the population is attracting increasing attention from economic institutions of the state. In recent years, the government has actively supported initiatives to develop financial literacy, recognizing the importance of this aspect for the economic development of the country. Higher education institutions play an important role in improving the financial literacy of the population. However, the degree of their involvement in this process may vary. Some universities are actively introducing educational programs on financial literacy into the educational process, conducting seminars, lectures and master classes for students and the general public. Other schools may pay less attention to this topic or may not have specialized financial literacy courses. This article is devoted to the analysis of the involvement of educational organizations in the process of improving financial literacy. To assess the current level of involvement, monitoring of the websites of universities in the Siberian Federal District was carried out, since the level of financial literacy of residents of this territory can be considered as a problematic link that requires additional attention and effort on the part of educational institutions, government bodies and public organizations to increase the awareness and skills of the population in the field finance. The results of the study made it possible to assess the involvement of higher education institutions in the Siberian Federal District in the process of increasing the financial literacy of the population, identify the main problem areas in this area, and offer recommendations for increasing the degree of participation of educational organizations in increasing the level of financial literacy of the population.

Keywords: outreach, educational programs, financial literacy.

AUGMENTED AND VIRTUAL REALITY IN THE FASHION INDUSTRY: LITERATURE REVIEW
Author(s): E.S.Markelova, V.R.Safonova, I. Liu

The paper presents the main approaches to the definition of the concepts of "augmented reality" and "virtual reality", describes their key advantages and disadvantages. The authors propose their own definitions of these concepts, developed taking into account the advantages and disadvantages of existing approaches. The paper also presents a comparative analysis of augmented and virtual reality technologies. The main advantages and disadvantages of using these technologies are identified, and the goals of their use are formulated. Based on the conducted research, the authors determine the type of technology that is most suitable for the development of such a digital tool as a virtual fitting room.

Keywords: virtual fitting room, augmented reality, virtual reality, digital tools, technology.

SUSTAINABLE DEVELOPMENT WITH ENVIRONMENTAL SAFETY INVOLVED
Author(s): I.L.Kornilova, A.E.Vikulenko

As a result of human development, the environment is deteriorating. Human economic activity, causing a global ecological and economic crisis, hits the humankind ("boomerang effect"). It is necessary to develop new forms of interaction between society and nature. In this case, a complex problem arises – ensuring environmental safety. The concept of "sustainable development" is interpreted as the optimization of human economic activity in the biosphere and the optimization of management of the entire set of natural and sociocultural wealth.

Keywords: biosphere; environment; "boomerang effect"; new forms of interaction between society and nature; ensuring environmental safety; transition to a green economy; environmental responsibility of commodity producers; environmental friendliness and energy efficiency of products.

E.S.Markelova, V.R.Safonova, I. Liu

SOCIAL GASIFICATION HELPS OVERCOME DIFFICULT TIMES IN THE COUNTRY'S FUEL AND ENERGY COMPLEX
Author(s): A.I. Bykov, A.N. Tsatsulin

The material of the proposed article seems to the authors to be extremely relevant in connection with the 12 packages adopted by the Western community against Russia, containing more than 17 thousand of all kinds of sanctions and restrictions, including in relation to the export of hydrocarbons. This circumstance has put the domestic economy in an extremely difficult situation, especially in the context of the restoration of the country's national economy. Reorientation of the oil and gas industry to the East, to the countries of Greater Eurasia, year-round transport and industrial development of the Northern Sea Route and the Arctic zone of Russia will not only overcome the problems and difficulties that have arisen, but also strengthen political and economic ties with the states of the Silk Road and the Organization of the Collective Security Treaty (CSTO). The purpose of the study is a comprehensive economic assessment of the implementation of state regional development programs based on the use of hydrocarbon raw materials, including the social gasification/additional gasification program in the constituent entities of the Federation, to which the President paid special attention in his Address to the Federal Assembly 2024. A separate task is to forecast industrial production based on processing of hydrocarbon raw materials at various stages of technological conversion into lines of consumer goods and into products intended for export. The research results obtained so far by the authors of the article boil down to a review of information sources on the identified problems, an analysis of individual issues of the dynamics of production, export supplies, transportation and pricing of domestic hydrocarbon raw materials, and to determining the success of the implementation of the gasification program in individual regions of the Federation. The conceptual approaches involved were discussed. The article concludes with three conclusions.

Keywords: gas market, gasification/post-gasification, Power of Siberia, sanctions, restrictions, industry competition, liquefied natural gas, gas transportation.

STRATEGIC GOAL-SETTING OF THE COUNTRY'S FOOD SUPPLY
Author(s): L.I. Sergeev, D.L. Sergeev

The substantive provisions of the consistency (complexity) of the general strategic goal of achieving food security are developed. Attention is focused on the need to transfer the tasks of improving the quality of food to a new level. It is emphasized that the solution of the complex problem of providing high-quality food to the population requires the allocation of the main performers of the set targets by the levels of government. The problem of the need for calculations of regional balances of food production and consumption is actualized. It is argued that the regional aspect of food security should get its place on the upper tier of doctrinal food security in the country. The necessity of generalization at the upper level of the tier of goals within the framework of both economic and financial accessibility of food is justified. The necessity of including in the upper tier of the tree the goals of the processes of digital transformation of the organization and management system of ensuring food security of the country is highlighted.

Keywords: doctrine, food security, strategic goals, food, top tier of goals, food availability, food balance, digital transformation.