Schepakin M.B., Oblogin M.V., Mikhaylova V.M., Sokolova L.I.Published in:
Russian Journal of Innovation Economics
– Volume 9, Number 2 (April-June 2019)

JEL classification: L81, M31, M39

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


Share:

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.

---

References:
Fedotov A N. (2002). Prakticheskiy marketing [Practical marketing] Irkutsk: BGEUP. (in Russian).
Filippova T.A., Mirosedi S.A., Neserin A.M. (2017). Podkhody k klassifikatsii predpriyatiy roznichnoy torgovli [Approaches to the classification of retailers]. Tavrichesky scientific observer. (5(22)). 59-62. (in Russian).
Khandamova E.F., Schepakin M.B. (2015). Razvitie motivatsionno-komunikatsionnoy kontseptsii marketinga [Development of the motivational and communication concept of marketing]. Journal of Economy and Entrepreneurship. (8-2(61)). 968-973. (in Russian).
Kotelnikova Z.V. (2008). Razvitie roznichnyh setey kak sistemoobrazuyuschiy element transformatsii torgovli (na primere prodovolstvennogo sektora). Evolyutsiya torgovyh formatov v rossiyskom produktov riteyle [Development of retail networks as a backbone element of the transformation of the trade (for example, food sector). The evolution of retail formats in Russian food retail] M.: GU VShE. (in Russian).
Krug E.A. (2013). Aktualizirovannye priznaki klassifikatsii roznichnyh torgovyh predpriyatiy: pozitsii raznyh avtorov [Updated showings classification of trading companies: position different authors]. Problems of economy and management. (4(20)). 36-44. (in Russian).
Levina A.B. (2016). Klassifikatsiya predpriyatiy roznichnoy torgovli s uchetom priznakov logisticheskoy integratsii [Retailers classification in terms of the logistics integration characteristics]. Bulletin of the South Ural State University. Series: economics and management. 10 (4). 170-175. (in Russian). doi: 10.14529/em160425 .
Mikhaylova V.M., Krivosheeva E.V., Kurenova D.G. (2016). Model upravleniya investitsionno-innovatsionnoy deyatelnostyu proizvodstvennyh predpriyatiy (na primere khlebopekarnoy otrasli Krasnodarskogo kraya) [The model of management of investment-innovative activity production companies (for example, the baking industry of Krasnodar territory)]. Journal of Economy and Entrepreneurship. (8(73)). 495-502. (in Russian).
Mikhaylova, V.M., Kurenova D.G., Krivosheeva E.V. (2016). Issledovanie konkurentnoy sredy na primere rynka fasovochno-upakovochnogo i vesoizmeritelnogo oborudovaniya (Krasnodarskiy kray) [Analysis of the competitive environment on the market of packaging and weighing equipment (Krasnodar Krai)]. Practical Marketing. (10(236)). 34-42. (in Russian).
Nikolaeva T.I. (2009). Ekonomika predpriyatiy torgovli i obschestvennogo pitaniya [Economics of enterprises of trade and public catering] M.: KNORUS. (in Russian).
Nikulina T.A. (2011). Ponyatie, priznaki i klassifikatsiya roznichnyh torgovyh setey [The concept, characteristics and classification of retail chains]. Journal of Marketing in Russia and Abroad. (5). 115-125. (in Russian).
Schepakin M.B. (1996). Motivatsiya i povedenie lyudey i organizatsiy v usloviyakh rossiyskogo rynka [The motivation and behavior of people and organizations in the Russian market] The enterprise in market conditions. 18-24. (in Russian).
Schepakin M.B. (2000). Innovatsionnost i effektivnost potrebleniya v usloviyakh rynka [Innovation and efciency in the market]. News of higher educational institutions. The North Caucasus region. Series: Social Sciences. (2(110)). 81-86. (in Russian).
Schepakin M.B., Avdeeva R.A., Ivakh A.V., Latynina A.V. (2016). Zavoevanie konkurentnoy pozitsii predpriyatiem v usloviyakh ego marketingovoy mimikrii na nestabilnom rynke [Conquest is the competitive position of the enterprise in terms of its marketing mimicry of a volatile market]. Journal of Economy and Entrepreneurship. (11-1(76)). 691-700. (in Russian).
Schepakin M.B., Basyuk A.S., Yanova V.V. (2014). Upravlenie kachestvom [Quality management] Krasnodar: Kubanskiy gosudarstvennyy tekhnologicheskiy universitet. (in Russian).
Schepakin M.B., Erok A.D., Kuznetsova O.A. (2016). Sinkhronizatsiya marketingovogo povedeniya subektov pri postroenii modeley ekonomicheskogo rosta biznesa [Synchronization of subjects' market behavior when building a model of business economic growth]. Economics. (12-2(77)). 743-758. (in Russian).
Schepakin M.B., Khandamova E.F. (2015). Formirovanie integrativnogo multiplikativnogo effekta v marketingovom kommunikatsionnom prostranstve [Formation of integrative multiplicative effect in marketing communication space]. Journal of Economy and Entrepreneurship. (3(56)). 894-899. (in Russian).
Schepakin M.B., Khandamova E.F. (2015). Modulyatsiya marketingovyh vozdeystviy subekta khozyaystvovaniya na uchastnikov marketingovogo kommunikatsionnogo prostranstva [Modulation of marketing impacts of the subject of managing on participants of marketing communication space]. Journal of Economy and Entrepreneurship. (4-2(57)). 912-915. (in Russian).
Schepakin M.B., Khandamova E.F. (2015). Razvitie sistemnoy struktury predpriyatiya v usloviyakh deystviya kommunikatsionnogo rezonatora [Development of system structure of the entity in the conditions of operation of the communication resonator]. Journal of Economy and Entrepreneurship. (8-1(61)). 730-734. (in Russian).
Schepakin M.B., Khandamova E.F., Erok A.D., Fedin S.V. (2016). Upravlenie konkurentnoy pozitsiey predpriyatiya na nestabilnom rynke [Competitive position business management in volatile market]. Journal of Economy and Entrepreneurship. (10-1(75)). 969-979. (in Russian).
Schepakin M.B., Khandamova E.F., Ivakh A.V., Fedin S.V. (2017). Upravlenie konkurentnoy pozitsiey predpriyatiya na osnove povysheniya doveriya k biznesu [Enterprise competitive position management on the basis of boosting confidence to business]. Vestnik of Astrakhan State Technical University. (2). 7-21. (in Russian). doi: 10.24143/2073-5537-2017-2-7-21.
Schepakin M.B., Krivosheeva E.V., Eremeev A.V. (2017). Marketingovyy protektor – instrument uderzhaniya biznesom konkurentnogo polozheniya na rynke [Marketing protector as a business tool for keeping competitive position in the market]. Bulletin of the Astrakhan State Technical University. Series: economics. (3). 16-35. (in Russian). doi: 10-24143/2073-5537-2017-3-16-35.
Schepakin M.B., Mashtakov A.I. (2010). Motivatsionnyy faktor v formirovanii strategiy ustoychivogo i bezopasnogo razvitiya regiona [The motivational factor in the formation of strategies for sustainable and safe development of the region]. Sbornik nauchnyh trudov Sworld. 17 (2). 78-81. (in Russian).
Schepakin M.B., Mikhaylova V.M. (2013). Klassifikatsiya osnovnyh modeley upravleniya resursami predpriyatiya [Classification of the basic models of resource management] Alternative ways of overcoming the global economic crisis. 337348. (in Russian).
Schepakin M.B., Mikhaylova V.M., Bazhenov Yu.V., Kuzmenko A.A. (2017). Klassifikatsionnyy aspekt k otsenke faktorov, vliyayuschikh na ekonomicheskiy rost biznesa [Classification aspect to evaluation factors affecting on economic growth of business]. Journal of Economy and Entrepreneurship. (2-1(79)). 1227–1230. (in Russian).
Schepakin M.B., Mikhaylova V.M., Seleznev D.A. (2017). Innovatsionnoe biznes-modelirovanie: suschnost i podkhody [Innovativebusiness-modeling: essence and approaches]. Journal of Economy and Entrepreneurship. (3-1(80)). 1128–1137. (in Russian).
Schepakin M.B., Mikheev G.V. (2014). Setevye tekhnologii v roznichnoy torgovle [Network technology in retail] Factors of increase of efficiency of the Russian economy. 286-292. (in Russian).
Schepakin M.B., Mikheev G.V. (2015). Razreshenie protivorechiy mezhdu subektami vzaimodeystviya v ekonomicheskom prostranstve roznichnoy torgovoy seti v usloviyakh ee funktsionirovaniya i razvitiya [Resolution of conflicts between subjects of interaction in economic space of a retail distribution network in the conditions of its functioning and development]. Journal of Economy and Entrepreneurship. (6-1(59)). 1124-1127. (in Russian).
Shchepakin M., Khandamova E., Bzhennikova J., Tolmacheva O., Bazhenov Y. (2018). The Impact of Supply Chain Management on Mar-keting Frontiers in Competitive Business Building International Journal of Supply Chain Management. 7 (5). 865-876.
Shchepakin M.B., Khandamova E.F. ; Fitsurina M.S., Kuznetsova O.A., Shumsky N.V. (2018). Marketing Tools Of Innovation Development Management Espacios. 39 (31). 9.
Shnorr Zh.P. (2013). Osnovnye priznaki klassifikatsii sovremennyh organizatsiy roznichnoy torgovli [Main features of the classification of modern retail]. Bulletin of Kemerovo State University. 1 (2(542)). 318-323. (in Russian).
Solomatin A.N. (2001). Ekonomika i organizatsiya deyatelnosti torgovogo predpriyatiya [Economics and organization of activities of commercial enterprises] M.: INFRA-M. (in Russian).
Zakharova Zh.Zh. (2015). Sovremennye formaty magazinov [Modern store formats]. Sibirskiy torgovo-ekonomicheskiy zhurnal. (2(21)). 17-21. (in Russian).
Zavyalov P.S. (2006). Marketing v skhemakh, risunkakh, tablitsakh [Marketing schemes, figures, tables] M.: INFRA-M. (in Russian).