Development of a Method of Promotion on Marketplaces

Annotation This master's thesis is devoted to the development and testing of a method for promoting products on marketplaces, the purpose of which is to increase the visibility and competitiveness of products, as well as increase sales. The study was conducted within the framework of the program "Electronic business and digital innovations" in the field of training 04/38/05 "Business Informatics". The relevance of the topic In the context of the rapid growth of the popularity of marketplaces in e-commerce, sellers face serious challenges in promoting their products. High competition and rapidly changing market trends require sellers to take effective and innovative approaches to promotion. The research is aimed at solving an applied issue: how to develop effective methods and tools for promoting products on marketplaces. The purpose and objectives of the study The purpose of the work is to develop a method of promoting products on marketplaces that will increase their visibility and competitiveness. To achieve this goal, the following tasks were set: 1. Analysis of existing methods and tools for promoting products on marketplaces. 2. Research on the characteristics of consumer behavior on marketplaces and their impact on the effectiveness of various promotion strategies. 3. Development of a product promotion method that takes into account the specifics of a particular marketplace. 4. Approbation of the proposed method on the example of the Wildberries marketplace and evaluation of its effectiveness. Research methods The research uses theoretical methods (analysis, synthesis, comparison, generalization, modeling), empirical methods (observation, study of documentation, questionnaires, interviews) and mathematical methods (quantitative data analysis, modeling). Main results In the first chapter of the dissertation, a comprehensive analysis of the marketplace market was carried out, including the classification of marketplaces, the study of their features in global and Russian contexts, as well as an analysis of consumer behavior and current trends in the industry. The second chapter discusses methods and tools for internal and external product promotion on marketplaces. A comparative analysis of the promotion tools was carried out using the example of the Wildberries and Ozon platforms, which allowed us to identify the key factors influencing the success of the promotion. The third chapter is devoted to the development and testing of a method for promoting products on the Wildberries marketplace. As a result of testing, it was found that the proposed method can significantly increase the visibility and sales volume of products. Scientific novelty and practical significance The scientific novelty of the work lies in the development of a new method of product promotion on marketplaces, taking into account current trends and consumer behavior features. The practical significance of the study lies in the readiness of the proposed method to be put into practice, which will allow sellers on marketplaces to promote their products more effectively and increase sales. Conclusion The dissertation summarizes the results of the research and confirms the importance of developing effective methods of promoting products on marketplaces for modern business. The results obtained and the proposed method can be used by sellers to improve their promotion strategies and increase competitiveness in the dynamically developing e-commerce market.

The research is based on theoretical and empirical methods, including analysis, synthesis, modeling, questionnaires and interviews. The main sources of information were scientific articles, marketing research reports, as well as data provided by marketplaces and analytical platforms.