Analysing problems and improving the marketing strategy of online store

Annotation for the current research paper“Analysing problems and improving the marketing strategy of online store”By the student Shebyrev Vsevolod VladimirovichArgument consultant Ekaterina A. MakarovaMarketing departmentIntramural form of studyKey words: INTERNET, INTERNET-SHOP, MARKETING CAMPAIGN, SALES, GOODS.The main object of research is the Internet-storeThe subject of research is the marketing strategy The aim of this paper is to study the problems of promoting Russian Internet store and design a marketing strategy of the internet company Research methodology includes market research in the form of interviews and questionnaires. Marketing research has exploratory design. The sampling method - continuous survey of all employees engaged in the sphere of promotion and sales. Venue interviewing and questionnaire - office CJSC "Biohimplast" in Dzerzhinsk. To develop tools to promote the Internet-shop of used data services Yandex Wordstat, Yandex Direct, and some others.In the first part of the paper considers the theoretical features of promotion of Internet-shops. In this work, I introduce the General concept of Internet Commerce, selected and classified its components, ways of doing business on the Internet, and discusses the main advantages and disadvantages of going online. Then examined in more detail niche of Internet shops, classified their main types, with special attention to detail design of Internet-stores and the main methods of promotion. In addition, the paper focuses on what the different product groups have different levels of profitability on the Internet.In the second part of the paper analyzes the state of the domestic market of Internet-Commerce. This part begins with an analysis of Internet penetration in Russia and analysis of the market of Internet-Commerce in General. Then investigate the market segment of Internet trade. In work considers the basic problems of development Internet-Commerce in Russia, the main of which is named inefficient structure of the logistics for many market players. Besides, explains the reasons why some goods have different levels of profitability on the Internet.In the third part of work developed the strategy of promoting the Internet-store of the company CJSC "Biohimplast". The paper identifies the basic methods of promotion of the Internet shop, the basic requirements to the services of the Internet-shop, estimated budget for promotion.The main research method that will be used in this work is the analysis. Scientific novelty of the research is development promotion strategy of the Internet shop for specific products - of the tubes and hoses PVC. The practical significance of the work is in collecting recommendations which will allow the analyzed company to increase the effectiveness of marketing activities.