MARKETING APPROACHES TO THE CREATION OF NEW FORMATS OF TRADE

Алла Лялюк, Ілля Степанюк
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Abstract

The article analyzes modern trade formats (hypermarket, supermarket,boutique, convenience store, deli, department store, warehouse store, secondhand, cash&carry), notes the influence on the change of trade formats in Ukraine under the influence of it, investigates the development of shops of the «Vape Shop» type, based on the analysis of foreign literature sources, describes examples of the successful application of modern marketing approaches to the creation of new trade formats: facial recognition , virtual reality, experimental stores, the role of franchising in the creation of new formats of trade is substantiated and it is emphasized that the use of social networks is a powerful marketing tool for franchise business, significant attention is paid to the issue of green trade and its impact on consumers, the impact of investments in private entrepreneurship and trade in particular is shown, it  was emphasized that one of the key areas where entrepreneurs use artificial intelligence is personalization. AI enables the analysis of large volumes of consumer data and the creation of personalized recommendations that help increase sales and improve the customer experience.a conclusion is drawn about the expediency of applying new marketing approaches in the practice of domestic trade.
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创造新贸易形式的营销方法
文章分析了现代贸易业态(大型超市、超市、精品店、便利店、熟食店、百货商店、仓储式商店、二手店、现购自运),指出了在其影响下乌克兰贸易业态变化的影响,在分析国外文献资料的基础上研究了 "Vape Shop "类型商店的发展,介绍了成功应用现代营销方法创建新贸易业态的实例:研究证实了特许经营在创建新贸易形式中的作用,并强调社交网络的使用是特许经营业务的强大营销工具,对绿色贸易问题及其对消费者的影响给予了极大关注,展示了投资对私营企业尤其是贸易的影响,强调企业家使用人工智能的关键领域之一是个性化。人工智能能够分析大量消费者数据并创建个性化建议,从而帮助提高销售额并改善客户体验。
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