Published in «Russian Journal of Innovation Economics»2 / 2019
DOI: 10.18334/rp.20.5.40624

To the development of classifications of retail chains in terms of their marketing adaptation to the requirements of an unstable market

Schepakin Mikhail Borisovich, Kuban State University of Technology, Russia

Oblogin Miroslav Vladimirovich, Kuban State University of Technology, Russia

Mikhaylova Veronika Mikhaylovna, Kuban State University of Technology, Russia

Sokolova Lyubov Ivanovna, Kuban State University of Technology, Russia

К разработке классификаций розничных торговых сетей в условиях их маркетинговой адаптации к требованиям нестабильного рынка - View in Russian

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Abstract:
The importance of developing retail trade in a changing market economy is indicated. The main advantages and disadvantages of retail chains in terms of resource constraints and the need to tighten control over their marketing behavior are formulated. Shortcomings of traditional classifications are revealed. It is proposed to carry out the development of retail trading networks on the basis of the revealed features, reflecting the change in marketing-informative status in the trading sector. The need to take into account the features of the digital sector in retail trade in the development of measures for its development in conditions of limited resources and reducing the effective demand of the population is indicated. It is concluded that the classification factor is important in determining the vector of development of retail trade and the implementation of modern marketing and communication platforms.

Keywords:

classification, communication and motivational permeability, digital sector, electronic networking, marketing and behavioral adaptation, retail networks, retail sector

JEL-Classification: L81, M31, M39

Citation:
Schepakin M.B., Oblogin M.V., Mikhaylova V.M., Sokolova L.I. (2019). To the development of classifications of retail chains in terms of their marketing adaptation to the requirements of an unstable market [K razrabotke klassifikatsiy roznichnyh torgovyh setey v usloviyakh ikh marketingovoy adaptatsii k trebovaniyam nestabilnogo rynka]. Russian Journal of Innovation Economics, 9(2). (in Russian). – doi: 10.18334/rp.20.5.40624.


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