Amidst China’s burgeoning population and rapid technological strides, this study explores how elderly citizens navigate and embrace electronic governance (e-governance) platforms. Addressing a ...crucial gap in knowledge, we delve into their limited digital fluency and its impact on e-governance adoption. Our meticulously crafted online survey, distributed via WeChat across significant cities (Beijing, Shanghai, Tianjin, Changsha), yielded 396 responses (384 analyzable). Utilizing Structural Equation Modeling (SEM), we unearthed key influencers of subjective norms, including perceived ease and usefulness, trust, supportive conditions, and past tech exposure. These norms, in turn, positively shape attitudes. Crucially, educational background emerges as a moderator, amplifying the positive link between attitudes and e-governance engagement intent. This underscores the necessity of an inclusive, customized e-governance approach, offering valuable policy insights and advocating for holistic solutions for older adults. Our research yields empirical and theoretical contributions, paving the way for actionable Social Sustainability Marketing Technologies in China, particularly championing digital inclusivity for seniors.
The modern Ukrainian marketing environment at the present stage undergoes both changes and introduction of new practical knowledge. But one of the necessary conditions for the effective functioning ...of any economic entity is the active use of marketing instruments to achieve its own socio-economic goals. The revival of the activation of domestic firms in international markets is a complex process that requires systematic marketing research, determination of potential and creation of sustainable competitive advantages. Therefore, the shortest and fastest way to launch this process is to introduce marketing technologies. This topic is relevant because currently our market does not pay enough attention to the promotion of the latest technologies for Ukrainian enterprises and uses their classic list without observing the stages. The article is aimed at exploring the possibilities of using marketing technologies to activate the development of domestic enterprises. Statistics on the use of marketing technologies in Ukraine are analyzed. Both the classical and the novel marketing technologies are examined, the classic ones being: segmentation, targeting, positioning, analysis, forecasting; the novel being: viral marketing, event marketing, Internet marketing. The concept and essence of these technologies are disclosed in view of practical content. The advantages of modern marketing technologies in competitive rivalry are determined; it is specified, why more and more enterprises prefer marketing technologies when creating new products. The main factors that facilitate the introduction of marketing technologies for Ukrainian enterprises are allocated and systematized. The advantages of each proposed marketing technology are outlined. The stages of introduction of technologies into the market of Ukrainian enterprises are characterized, recommendations on improving approaches to their implementation are provided.
The article states that the impact of Internet technologies on public life has become a prerequisite for creating a new type of marketing - digital marketing, a characteristic feature of which in ...addition to the specific environment of information dissemination was the need to develop an information product that meets consumer information needs. The authors note that under the current conditions of development of the world economy in general and the economy of Ukraine in particular, there are significant changes in the activities of enterprises and approaches to doing business. The development of globalization is analyzed and the emphasis is on its transformation into globalization processes. The most obvious change is that most companies and people have moved to the online environment. Current trends in the development of digital marketing in the context of globalization are considered. Important aspects of the impact of information technology on the change of everyday life and business activities are highlighted. The importance of digital marketing to meet the needs of a new generation of consumers has been identified. The main directions of using information technologies in marketing with their tendency to personification are determined.
It is substantiated that the effective practice of digital marketing in the conditions of global informatization for enterprises is content marketing, which is based on the formation of interesting, relevant information material in accordance with the needs and desires of the consumer. Content should be relevant to current issues and issues of concern to consumers, have a clear and understandable structure of material, combine different tools of visualization and interactivity.Modern digital marketing is actively developing in the direction of video marketing, creation of audio content and voice processing systems; the role of messengers as a low-cost and more efficient SMM implementation environment is growing.
Taking into account the analysis of modern scientific research, the authors noted that they have not substantiated the tools of Internet marketing, which are relevant in the context of globalization. Effective tools for promoting products on the Internet, which have developed significantly in recent years, are analyzed. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of business globalization is substantiated. Taking into account the current trends in the development of online communications, the authors based on a study of modern publications summarized the current tools of digital marketing and systematized current trends in digital marketing. It is concluded that the further transformation of marketing in connection with the rapid development of technology.
Marketing activity focuses on new forms of relations with consumers, and marketing communications determine the current research topic and its relevance. The purpose of the study was to substantiate ...the use of modern marketing tools in business activities to ensure the sustainable development of the enterprise. During the research, empirical methods were used to review and comprehensively present indicators and features of marketing activity and marketing tools, analysis, and synthesis for a visual representation of the features of marketing tools in use in modern conditions of entrepreneurial activity. Objective information on the state of the industrial products market and the presented elements of the industrial enterprise’s marketing activities have been systematized and analysed. A detailed analysis of current trends in the development of marketing activities and the impact of information technology on the development of entrepreneurship is carried out, which is now the basis for the formation of the necessary set of marketing tools that can be used to improve the efficiency of the enterprise. It was determined that in the transition to market mechanisms of functioning, Ukrainian machine-building enterprises needed to optimize their activities, considering the mutual influence of the components of each enterprise’s external market and internal marketing environment. It was concluded that Ukrainian enterprises are forced to pay great attention to the processes in a rapidly changing external environment to adapt and adapt to them promptly; this is especially important for industrial enterprises focused on marketing activities. The presented research in the form of recommendations for using marketing tools has practical significance for modern business structures
The article is aimed at researching the marketing communication technologies for promotion of domestic products to international markets, as well as identifying the current development tendencies and ...features of export promotion of Ukrainian goods to promising foreign markets, particularly, in the People’s Republic of China (PRC) as one of Ukraine’s leading foreign economic partners. The level of competitiveness and attractiveness of Ukraine as a foreign partner for the countries of the world has been analyzed and the prospects for promoting the export of certain types of Ukrainian products to international markets have been evaluated. It is defined that when promoting domestic products to international markets, enterprises use mainly classical marketing communication technologies, including advertising, marketing promotion, public relations, direct marketing, personal sales. It is determined that export promotion should be accompanied by a detailed analysis of the marketing environment of the recipient country in order to choose an efficient strategy and form an effective set of marketing communications for a certain foreign market. Taking into account the specifics of the local market of PRC as one of the promising to promote Ukrainian exports, the article recommends the use of marketing technology adaptation strategies by Ukrainian enterprises and presents a complex of marketing communications of enterprise. Prospects for further research in this direction is to find ways to strengthen Ukraine’s competitive positions in the global market of goods and services, to form an image of a reliable partner, as well as to define new, efficient instruments of the complex of marketing communications in promotion of exports of Ukrainian products to foreign markets.
The formation of the harmony of the maritime trade market is based on the reaction of ship-owning and port structures to the nature of changes in the main characteristics of cargo flows. At the same ...time, relations and the reaction of the ship-owning complexes to the optimization of the technical and economic level of the competitors are being formed. A shipping company as an enterprise develops and functions in contrast to other production structures of the national economy in the context of international competition. Regardless of the flag of registration of ships, companies operate in the global maritime trade market. It is the priorities of international conventions that determine managerial and marketing technologies. Therefore, a special nature of the participation of shipping companies in the formation of the final economic results is formed. It is this factor that requires constant clarification of the patterns of sustainable positionning in the system of the international division of labor. Also, it should be noted that the most important tendencies in improving the management of the development of subsystems of the national maritime transport industry are balancing the assessment of the merchant fleet and ports both from the standpoint of macroeconomic and entrepreneurial interests. Therefore, research focuses on the selection andimplementation of the special priorities of the national maritime transport complex. In this regard, the temporal characteristics of the routes are considered rather thoroughly. However, the inconsistency of approaches to the formation of systemic security remains.The efficiency of the state and functional and economic stability should be consi-dered as the main criterion for changing the form of the ownership. With the stability and sustainability of maintaining the liquidity conditions of the enterprise, the change of ow-nership is determined by market conditions and the marketing strategy of the owner himself. Usually, in this state, the change in the form of ownership on the part of the owner has particular number of non-standard reasons. For such enterprises, privatization is problematic because it does not optimize the social and economic con-sequences and results.Keywords: maritime trade, shipping companies, cargo flows, marketing techno-logies.
In the face of the present-day situation, Ukrainian economy is going through difficult times. The efficiency of domestic enterprises was rather destructively affected by martial law. In order to ...realize their goals, enterprises are forced to adapt to changing crisis conditions and find new ways to promote goods and services. High competition forces enterprises to fight for consumers. There is also a problem of finding new effective methods of communication with customers to promote goods and services. Further, there is an increase in people’s dependence on the online space due to restrictions in communication. Therefore, most domestic enterprises have found methods of promotion and marketing through the use of the Internet. Today, use of the Internet for enterprises is one of the most effective forms of communication with consumers. The online space is used by enterprises to optimize their marketing activities. Traditional marketing is no longer as effective compared to the use of modern digital technologies. This article is aimed at substantiating the necessity of using marketing technologies in the activities of domestic enterprises. The article considers existing Internet technologies and identifies specifics of their application in the information society. The essence of the concept of «Internet marketing» is closer defined. The advantages of its use to attract consumers are substantiated. The main marketing processes when using Internet marketing are defined. The existing types of Internet technologies for promoting goods and services in the online space are considered and systematized. The current state of the problem of introduction of marketing technologies in crisis conditions is disclosed. It is shown how the use of marketing technologies affects the improvement of promotion of goods and services on the example of enterprises in the sphere of postal services. It is found that the use of marketing Internet technologies contributes to more intensive promotion and marketing of goods and services even in crisis conditions.
The article is aimed at researching features of application of the marketing technologies of interaction with consumers in conditions of application of information systems to ensure economic security ...of enterprises. The stages of carrying out the content analysis concerning the research on the strategy of interaction with consumers on the Internet are defined. The author elaborates the matrix of strategies of interaction with the consumer on the Internet based on the use of two-vector coordinate system: the degree of consumer’s readiness to purchase and the communication environment. The means of promotion are analyzed in accordance with the strategy of interaction with the consumer on the Internet. The mechanisms of targeting and retargeting are considered as sufficiently efficient instruments in the process of implementation of crowdtechnologies in the marketing communications. The KPI-system of performance indicators for communication activity of enterprise’s activity on the Internet on the basis of crowdtechnologies is proposed. The developed matrix of directions of correction of communication policy allows company to determine the further direction of communications on each level of the communication influence. To apply the provisions of the conception of crowdmarketing in the communication activities of enterprises in the market a structural-logical scheme of the formation of marketing communication strategy on the Internet is developed.
The article considers the evolution of methodological approaches and prospects for the use of modern marketing technologies in the development of creative industries in Ukraine. The authors note the ...emergence of a new concept of economy - creative economy, which forms new economic models, new types of social relations, and, accordingly, the requirements for different management methods, activities, and hence the marketing process. The subject of research is a set of marketing technologies that should be used for the development of creative industries in our country. The purpose of the article is to study the current state and prospects of development of marketing of creative industries in Ukraine. The study was conducted on the basis of system-functional, integrated scientific approaches, using scientific methods: analysis and synthesis, systematization of statistical data, modeling. The following results were obtained. The study confirms the relevance of using SMM-marketing to promote creative industries. All creative industries can use social networks such as Facebook and Twitter to promote, less social networks such as Instagram, YouTube and Twitter. The least functional at the moment is the social network TicTok, this is due to the fact that it is just beginning to be used to promote business. Holding or attending events is an important part of the strategy of attracting sponsors, events help to gather an audience that is interested in your field of activity, product or new opportunities in general.According to the authors, marketing of impressions is the best way to promote creative industries due to its specifics. Given a positive impression, consumers not only return to the institution, but also "advertise" it among their friends and subscribers. Conclusions. The use of modern marketing technologies, such as SMM-marketing, event-marketing and impression marketing, in the promotion of enterprises in the creative sector of the economy gives a competitive advantage, helps to expand the audience and succeed in the market. Thus, in modern conditions of market development, a necessary condition for the existence and development of small and medium enterprises is the formation and implementation of the correct marketing strategy.
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