METHODOLOGICAL APPROACHES TO THE FORMATION OF INTERNET TRADE CHANNELS

Abstract

The article is devoted to topical issues of substantiation of methodical approaches to the formation of Internet trade channels. The following research methods were used in the article: analysis and synthesis in the studying of the interaction of buyers and sellers of the trading platform, as well as in determination the theoretical foundations of the formation of sales channels; the method of economic analysis for assessing the effectiveness of the use of a particular sales channel; the method of scientific generalization for formulating scientific problems and general conclusions. The main means of promoting and selling goods on the Internet were characterized. The essence of the concept of a trading platform was considered. The stages of choosing optimal sales channels were defined. First stage is setting the goals of trading on the Internet. The budget of the advertising campaign and the terms of achieving results are determined taking into account the set goal and as a limitation for some sales channels. Segmentation of the market, selection of the target audience and compiling a profile of a potential client are carried out in order to minimize risks and correctly set up targeted advertising. Analysis of the state and trends of market development involves studying and forecasting its conjuncture. Competitor analysis is carried out by analyzing the website (and other points of contact) of competitors with a mystery shopper. Selected product sales channels are being tested. Internet sales channels are proposed to be defined separately for industrial and consumer goods. A system of indicators for evaluating the effectiveness of product sales channels was proposed, which we propose to include: traffic, number of registrations, conversion in registration, number of sales, conversion in sale, cost of an engaged lead, cost of an engaged client, return on investment for marketing activities. It is recommended to analyze the communication policy of selected channels of sales of goods on the Internet using the following method. An in-depth analysis of the effectiveness of the formation and implementation of each component of Internet marketing is a perspective for further development.