DETERMINATION OF THE STRATEGY OF CAPACITY BUILDING IN THE CYBER ENVIRONMENT ON THE INDUSTRIAL MARKET

Abstract

The information environment promotes the emergence and development of new technologies, the improvement of existing business processes. Basic tools are transformed in accordance with the requirements of modern life. Marketers adapt the environment with an increasing focus on consumers and the maximum satisfaction of their needs. It is important to understand the vectors of further actions that form a strategy to make the activity successful and efficient in the variable market conditions. The object of research is the marketing strategy in cyberspace. The focus is on electronic distribution, which is connected with an ever-widening of the boundaries of digital space. To determine your own strategy, you need to understand what their types are, what they are conditioned, and what features each type characterizes. The lack of a clear classification complicates the selection process. To determine classification criteria, the article reveals the key differences in marketing in offline and online environments that based on the following criteria: access to information, decision-making process, speed and distance of communication, organization of activities, marketing complex. Taking into account the above features, the sales pattern in the cyberspace is reflected: depending on the chosen marketing strategy, a certain format of the offer is created, the way of communication, analytical tools is determined. On the basis of the selected criteria: the type of environment involved, the level of customer retention, the subject of the implementation of actions, decisions for own resources, solutions for a third-party resource - a classification of marketing strategies for participants of the B2B market was developed. Attention is focused on a certain hierarchy of choice, when each next step depends on the previous one. This fact makes it necessary to identify the qualitative and quantitative determinants that are considered in determining the marketing strategy. The original author's opinion will be interesting to experts in the sphere of marketing, trade, business activity in general.