The role of digital marketing in improving the efficiency of the product distribution system of agricultural enterprises in the Krasnoyarsk Region

Krasnoyarsk State Agrarian University, Krasnoyarsk, Russia

^* Corresponding author: tutor.eng@yandex.ru

Abstract

The article considers the system of product distribution and the possibilities of its development and improvement through the use of progressive, digital marketing technologies on the example of agricultural enterprises in the Krasnoyarsk Region in Russia. This problem becomes particularly relevant in times of crisis, when the need to reduce the cost of production increases. The process of product distribution is quite expensive, it has a number of organizational disadvantages. This process does not fully use modern digital marketing technologies to form a customer base, which would significantly speed up the process of product distribution. The article identifies the factors that restrain the development of the process of product distribution, which include: long distances between the subjects of the process, insufficient development of the transport network, its slow renewal, lack of distribution centers and their weak technical equipment, insufficiently developed infrastructure. Also, for a more effective organization of product distribution channels, it is necessary to actively implement modern digital marketing technologies in the process of product distribution, which will help to form a customer base and develop long-term communications with potential customers.