BUSINESS INFORM №2-2017

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Section: Innovative Processes
UDC 658.6:330.341.1:67
Naychuk-Khrushch M. B., Gnylianska L. Y.
A Study on the Innovation Approaches in the Management of E-Commerce of Industrial Enterprises (on Example of the OAO «Iskra») (p. 72 - 80)
The article is aimed at formation of the organizational-economic mechanism for improvement of the Internet trading of industrial enterprises on example of the OAO «Iskra», using the innovative e-commerce tools. It has been determined that, in the conditions of application of the model of B2B commerce, considering the necessity of the direct contact settings according to the B2C model, it would be practicable to use the organizational-economic mechanism of formation of the internal corporate electronic trading platform on the basis of an own Internet store. A model of such mechanism has been developed and proposed. A model of the main directions and specific measures, among which are organizational, financial, legal, and technical directions, for managing the Internet trading of enterprise in the process of application of the proposed mechanism, has been elaborated. Usage in the management process of such specific tools for the on-line product promotion as SEO-audit, contextual advertising, and SMM-promotion, has been suggested. The economic efficiency of using these instruments has been substantiated.
Keywords: Internet trading, on-line trading, e-commerce, electronic trading platform, SEO audit, SMM-promotion
Fig.: 2. Tabl.: 3. Bibl.: 27.

Naychuk-Khrushch Marta B. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and International Business, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Gnylianska Lesya Yo. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and International Business, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Naychuk-Khrushch, Marta B., and Gnylianska, Lesya Yo. (2017) “A Study on the Innovation Approaches in the Management of E-Commerce of Industrial Enterprises (on Example of the OAO «Iskra»).” Business Inform 2:72–80.

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