E3S Web Conf.
Volume 164, 2020Topical Problems of Green Architecture, Civil and Environmental Engineering 2019 (TPACEE 2019)
|Number of page(s)||6|
|Section||Environmental and Resource Economics|
|Published online||05 May 2020|
Conceptual and strategic framework for the digitalization of modern retail as part of innovative marketing
Peter the Great St. Petersburg Polytechnic University, 29, Polytechnicheskaya, St. Petersburg, 195251, Russia
* Corresponding author: firstname.lastname@example.org
Change of a market situation causes necessity of innovative development of economy that causes necessity in research of methodical bases of formation of innovative activity. In work the questions causing necessity of application of digital technologies in economy are considered. The object of research is digital system of retail. The research is based on application of descriptive-analytical, comparative and other methods necessary for carrying out research in the chosen sphere. The work systematizes the main approaches in the development of the theory of innovation, identified a logical relationship between marketing and innovation activities, identified the priority role of innovation in the formation of consumer value chain. The necessity of digitalization of retail based on the application of innovative marketing tools has been substantiated. The strategic orientation of innovative solutions applying information technologies is proved.
© The Authors, published by EDP Sciences 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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