sciresНаучные исследования экономического факультета. Электронный журналScientific Research of Faculty of Economics. Electronic Journal2078-3809Moscow State University10.38050/2078-3809-2023-15-1-55-70scires-244Research ArticleМАРКЕТИНГMARKETINGНовые формы взаимодействия поставщиков и потребителей в цифровой рыночной средеNew Forms of Interaction between Suppliers and Consumers in the Digital Market EnvironmentКурковаД. Н.KurkovaD. N.

Куркова Дина Николаевна, кандидат экономических наук, доцент кафедры маркетинга, экономический факультет 

г. Москва

Dina N. Kurkova, PhD, Associate Professor of Marketing Department, Faculty of Economics 

Moscow

KurkovaDN@my.msu.ruМГУ имени М.В. ЛомоносоваРоссияLomonosov Moscow State UniversityRussian Federation2023050420231515570Copyright © Куркова Д.Н., 20232023Куркова Д.Н.Kurkova D.N.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://scires.elpub.ru/jour/article/view/244

Цель настоящей статьи – предложить системный взгляд на омниканальность как новую форму взаимодействия рыночных субъектов. Для решения этой задачи автор рассматривает особенности клиентоориентированной концепции маркетинга и выявляет те противоречия, которые наблюдаются между усложняющимся потребительским поведением, с одной стороны, и традиционными стратегиями и технологиями взаимодействия компании со своими клиентами, с другой, а также анализирует омниканальность как решение, которое призвано не только оптимизировать это взаимодействие, но и по факту создает новую технологическую основу этого взаимодействия. В статье рассмотрены основные принципы, этапы и особенности разработки омниканальных систем. На основании эмпирического исследования автор выявляет фактические результаты развития новых форм цифровизации в управлении взаимодействием российских компаний со своими потребителями, а также барьеры, с которыми сталкиваются организации при их внедрении.

The purpose of this article is to offer a systematic view of omnichannel as a new environment for interaction of market actors. To solve this problem, the author examines the features of the customer-oriented marketing concept and identifies the contradictions between the increasingly complex consumer behavior and the traditional company's strategies and technologies of the interaction with its customers. The author analyzes omnichannel as a solution that not only optimizes this interaction, but also creates a new technological basis and the environment of this interaction. The article examines the expected benefits, challenges and limitations that companies face when developing omnichannel strategies. Based on the theoretical analysis and own empirical research, the author determines the features of the introduction of omnichannel strategies into the practice of Russian business, and also specifies the directions of future research.

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The authors declare that there are no conflicts of interest present.