msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.38050/013001052019610msuecon-578Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESТрансформация методов и инструментов конкурентного анализа в условиях цифровой экономикиTransformation of methods and tools of competitive analysis in the digital economyГерасименкоВ. В.GerasimenkoV. V.

Герасименко Валентина Васильевна, д.э.н., профессор, заведующая кафедрой маркетинга

Москва

Moscow

vv_gerasimenko@mail.ruСлепенковаЕ. М.SlepenkovaE. M.

Слепенкова Елена Михайловна, к.э.н., доцент кафедры  маркетинга

Москва

Moscow

selena557@yandex.ruМГУ имени М. В. ЛомоносоваРоссияLomonosov Moscow State UniversityRussian Federation20192004202106126146Copyright © Герасименко В.В., Слепенкова Е.М., 20212021Герасименко В.В., Слепенкова Е.М.Gerasimenko V.V., Slepenkova E.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/578

В статье рассматриваются процессы трансформации методов конкурентного анализа под воздействием цифровизации экономики, развития электронных рынков и коммуникаций. Показано, что для разработки рыночных стратегий необходимы новые методология и структура аналитических инструментов, позволяющие получать значимые результаты о конкурентах и потребителях на различных рынках. Предлагаемый авторами подход к проведению конкурентного анализа основан на методологии комплексного использования всех блоков бизнес-аналитики: аналитики больших данных, контент-анализа, веб-аналитики, мобильной аналитики. Оцениваются новые интернет-сервисы и платформы, которые позволяют проводить эффективный конкурентный анализ. На основе данных опросов о степени готовности российского менеджмента к использованию цифровых технологий рыночных исследований формулируются рекомендации о направлениях развития образовательных программ в российских университетах. Статья написана по итогам выступлений авторов и дискуссий в рамках научного семинара по цифровой экономике, проводившегося в 2018–2019 гг. на экономическом факультете МГУ имени М. В. Ломоносова.

The article deals with the transformation processes of competitive analysis methods under the influence of digital economy, the development of electronic markets and communications. It is shown that the development of market strategies requires a new methodology and structure of analytical tools to obtain valuable results about competitors and consumers in different markets. The proposed approach to competitive analysis is based on the methodology of integrated use of all business intelligence blocks: big data Analytics, content analysis, web Analytics, mobile Analytics. New Internet services and platforms that allow for effective competitive analysis are evaluated. On the basis of surveys about readiness of Russian management to use digital technologies in market research, recommendations on the directions of development of educational programs in Russian universities are formulated. The article is based on the results of the authors ‘ presentations and discussions at the scientific seminar on digital economy held in 2018–2019 at the faculty of Economics of Lomonosov Moscow state University.

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The authors declare that there are no conflicts of interest present.