DEVELOPMENT STRATEGIES FOR MARKETING AND LOGISTICS IN THE INNOVATIVE ECOSYSTEM OF E-COMMERCE
DOI:
https://doi.org/10.20397/2177-6652/2025.v25i2.3162Resumen
Rapid transformation of social relations directed to post-industrial development requires economic entities to respond quickly to market changes. When using the systemic approach by applying marketing and logistics tools in innovative ecosystems, it allows enterprises increasin their profitability and competitiveness, which necessitates deepening research on development of development strategies of marketing and logistics in the innovative ecosystem of e-commerce. The purpose of the study is justification of development strategies of marketing and logistics in the innovative ecosystem of e-commerce using the methodological basis of the system approach. Pprinciples of combining marketing and logistics activity systems are outlined, which are based on deepening market differentiation, increased competition, growth in demand on the global scale, shortening the life cycle of goods, creating and branching new distribution channels and developing innovative ecosystems, integrating economic and management processes at enterprises. The relationship between marketing and logistics functionalities of enterprises in relation to production, distribution and sales channels, pricing policy and product market promotion is determined. It was found that innovative and informational development of enterprises allows for prompt response to rapid changes in the external environment and contributes to formation of the e-commerce ecosystem, covering all elements of the enterprise's potential, including investment, marketing and technological potential. Strategies for development of marketing and logistics are substantiated using the methodology of the system approach in the innovative ecosystem of e-commerce. Components of development of the innovative ecosystem of e-commerce in structural, functional and potential directions are determined.
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