Позитивні та негативні аспекти автоматизації ціноутворення у цифровому маркетингу
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Дата
2021
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Анотація
У роботі досліджується позитивні та негативні аспекти автоматизації ціноутворення у цифровому маркетингу. Автори досліджують вигоди від впровадження системи автоматизації ціноутворення для керівництва підприємства, що здійснює свою господарську діяльність в інтернет-просторі (економія часу повноважених осіб, прискорення збору, аналізу та обробки інформації про ціни на ринку, встановлення цін на підприємстві за встановленими алгоритмами). Виділяються ризики, що необхідно мати на увазі під час впровадження будь-яких систем аторматизації ціноутворення (необхідність доопрацювань в процесі використання програмних засобів, можливість похибок у алгоритмах, залежність від виконавця програмного забезпечення). Наводяться світові програмні продукти, що застосовуються для вирішення досліджуваного питання. Детально розглядається метод парсингу, як популярний на національному ринку. Розкриваються переваги (автоматичність та оперативність, цільове направлення, виділення спірних моментів, відстеження динаміки) та недоліки (можливість різночитань алгоритмів, тривалість тестування, вартість програмного забезпечення) цінового парсингу для інтернет-рітейлерів.
The aim of the article. The relevance of the study is justified by the fact that users of online shopping services are becoming more and more every day and at the same time there is an active spread of online commerce in terms of digital marketing. In the circumstances of the trading company development and the growing number of its outlets, the task of automating pricing, collecting and analyzing information about market prices is becoming increasingly important. Since trade margins vary for different groups of goods, and the final price depends on the input price of the supplier, setting the selling price for the entire range of goods takes a significant amount of time from the management (director or manager) of the company, distracting him from important strategic objectives. Thus, the solution of the problem of pricing automation and definition of its digital aspects will allow to direct valuable time resource on business development, diversification of risks and maintenance of profitability of the enterprise. The purpose of the work is to study the positive and negative aspects of pricing automation in digital marketing. Analyses results. The positive and negative aspects of pricing automation in digital marketing are investigated in the work. The authors disclosed the benefits of implementing a pricing automation system for the management of the enterprise carrying out its business activities in the Internet space: saving time for authorized persons, accelerating the collection, analysis and processing of market prices, setting prices at the enterprise according to established algorithms, minimizing errors during pricing, profit growth, increased motivation. The risks that need to be kept in the mind when implementing any pricing automation systems are highlighted too: the need for refinements in the use of software, the possibility of errors in algorithms, dependence on the software executor, the need to back up data, averaging prices when revaluing goods. There is provided a list and summary of the world's popular software products used to address the research issue: Prisync, Informed, Amazon Repricer from Repricer Express, Skuuudle. The parsing method is considered in detail in the article as one of a popular in the national market. The advantages (automaticity and efficiency, target direction, allocation for processing controversial points of pricing, tracking the dynamics of market prices) and disadvantages (possibility of misreading of algorithms, duration of testing, software cost) of price parsing for Internet retailers are revealed in this work. The novelty of the study lies in the selection of previously unresolved issues of research and application of the process of automation of pricing in the market of IT and Internet retail. Conclusions and directions for further research. Prospects for further exploration should be a more detailed study of pricing automation methods of enterprises operating in the global Internet.
The aim of the article. The relevance of the study is justified by the fact that users of online shopping services are becoming more and more every day and at the same time there is an active spread of online commerce in terms of digital marketing. In the circumstances of the trading company development and the growing number of its outlets, the task of automating pricing, collecting and analyzing information about market prices is becoming increasingly important. Since trade margins vary for different groups of goods, and the final price depends on the input price of the supplier, setting the selling price for the entire range of goods takes a significant amount of time from the management (director or manager) of the company, distracting him from important strategic objectives. Thus, the solution of the problem of pricing automation and definition of its digital aspects will allow to direct valuable time resource on business development, diversification of risks and maintenance of profitability of the enterprise. The purpose of the work is to study the positive and negative aspects of pricing automation in digital marketing. Analyses results. The positive and negative aspects of pricing automation in digital marketing are investigated in the work. The authors disclosed the benefits of implementing a pricing automation system for the management of the enterprise carrying out its business activities in the Internet space: saving time for authorized persons, accelerating the collection, analysis and processing of market prices, setting prices at the enterprise according to established algorithms, minimizing errors during pricing, profit growth, increased motivation. The risks that need to be kept in the mind when implementing any pricing automation systems are highlighted too: the need for refinements in the use of software, the possibility of errors in algorithms, dependence on the software executor, the need to back up data, averaging prices when revaluing goods. There is provided a list and summary of the world's popular software products used to address the research issue: Prisync, Informed, Amazon Repricer from Repricer Express, Skuuudle. The parsing method is considered in detail in the article as one of a popular in the national market. The advantages (automaticity and efficiency, target direction, allocation for processing controversial points of pricing, tracking the dynamics of market prices) and disadvantages (possibility of misreading of algorithms, duration of testing, software cost) of price parsing for Internet retailers are revealed in this work. The novelty of the study lies in the selection of previously unresolved issues of research and application of the process of automation of pricing in the market of IT and Internet retail. Conclusions and directions for further research. Prospects for further exploration should be a more detailed study of pricing automation methods of enterprises operating in the global Internet.
Опис
Ключові слова
автоматизація ціноутворення, інтернет-торгівля, цифровий маркетинг, ціновий парсинг, інтернет-маркетинг, pricing automation, e-commerce, digital marketing, price parsing, internet-marketing
Бібліографічний опис
Маркетинг і цифрові технології