Features of the development of the agricultural marketing system using information technologies

Abstract

Forecasting prices for agricultural products is a complex, end-to-end and dynamic task of agricultural marketing. With constant development and changes in data sources, data types, data quality, data processing methods, model building methods, and model evaluation methods, agricultural price forecasting methods will also be updated and improved. An overview of the use of digital technologies is proposed, leading to profound changes in the functioning of economic factors, including in the agro-industrial complex. The article shows that the digital transformation (digitalization) of the agro-industrial market will lead to a change in the sectoral structure of the agro-industrial complex due to the replacement of traditional industries with new ones based on forecasts obtained using artificial intelligence systems. The paper provides an overview of specialized applied software products that are available on the Internet and are used to analyze financial data. An overview of modern information technologies, which allow convenient processing, systematization and visualization of data, as well as forecasting the movement of asset prices, was carried out. Scientific abstraction, analysis and synthesis methods, quantitative and qualitative assessment methods, which were used to determine the content of marketing concepts and its features in the activities of agro-industrial enterprises, as well as the method of source analysis served as the scientific and theoretical basis for deepening the research. When selecting sources for analysis, a search was made in open databases available in the global information network Internet, on the basis of which neural network training was carried out. The main functionalities of the created system are described, including a visual comparison of historical data, price movement forecasting using machine learning, and recommendations on the optimal content of the investment portfolio. The results obtained in the work substantiate the following basic propositions: - digitalization leads not only to technological, but also to organizational transformations in the agro-industrial complex; - the result of digital transformation will be a profound change in the model of the organization of the agro-industrial complex and its role in the national economy; - agribusiness needs to take measures to support the digital transformation of the agro-industrial market and the adaptation of the agro-industrial complex to the new digital system.