THE IMPACT OF MARKETING PRICING POLICY IN SOCIAL NETWORKS ON THE FORMATION OF CLIENT ORIENTATION OF INDUSTRIAL ENTERPRISES
Abstract
The article examines the impact of marketing pricing policy implemented through social networks on the formation of client orientation of industrial enterprises. The specifics of digital transformation of industrial marketing and the role of social networks as a channel for communicating pricing information are analyzed. The purpose of the study is to identify the mechanisms of influence of pricing policy in social networks on the client orientation of industrial enterprises and to develop practical recommendations for optimizing this process. The research methodology is based on the analysis of modern theories of pricing, client orientation, and digital marketing in B2B markets, as well as the study of best practices of industrial enterprises in using social networks for pricing communication. Key mechanisms of influence of pricing policy in social networks on client orientation are identified, including price transparency, personalization of offers, and consumer engagement. The study shows that social networks provide industrial enterprises with new opportunities for flexible pricing communication, rapid response to market changes, and building closer relationships with customers. Price transparency in social networks contributes to trust building and reduces information asymmetry between sellers and buyers. Personalization of price offers based on customer data analysis allows for better satisfaction of individual client needs and increases perceived value. Active consumer engagement through social networks enables enterprises to receive real-time feedback on pricing decisions and adapt their pricing policy accordingly. A conceptual model of the relationship between pricing policy in social networks and client orientation is developed. The model demonstrates that effective pricing policy in social networks influences client orientation through three main channels: price transparency mechanisms, personalization of offers, and consumer engagement, which ultimately leads to increased customer loyalty and long-term relationships. The practical value of the article lies in the proposed recommendations for optimizing the pricing policy of industrial enterprises in social networks to increase client orientation. These recommendations include developing a transparent pricing communication strategy, implementing personalized pricing mechanisms, creating platforms for dialogue with customers about pricing, using social media analytics to monitor price perception, and integrating pricing policy in social networks with overall customer relationship management strategy. The findings can be used by marketing and sales departments of industrial enterprises to develop effective pricing strategies in the digital environment.
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