Authors: I. V. Razorvin,
N. V. Usova,
M. P. Loginov
The Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management, Ekaterinburg, Russia
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Abstract. At the present stage of development, digital services offering various goods and services are becoming increasingly popular and in demand among the population. For medium and small farms, there are difficulties in entering the market, due to the volume of their production. For network operators and large retail facilities, it is most preferable to cooperate with large producers of the agri-food complex, which can ensure the supply of their products in accordance with the required volumes. In turn, the cooperation of producers with processing enterprises and sales intermediaries leads to an increase in the cost of goods for the end user. One of the important factors is the availability of agricultural products for the population. In addition, in accordance with Federal strategic documents, digital technologies should be implemented in all areas of activity, which will improve the quality of life of the population and the competitiveness of the national economy at the international level. The COVID-19 coronavirus pandemic highlighted the importance of introducing and developing digital services in the marketing of agricultural products. The purpose of the study is to form priority directions for the development of digital marketing services for agricultural products to increase the availability of agricultural products for the population and expand marketing opportunities for farmers. Methods. During the research, the authors used such methods as analysis, synthesis, and comparison. The scientific novelty of the study is to consider digital services for the sale of agricultural products as a new and popular way of interaction between farmers and consumers in the context of digital transformation of the national economy, the COVID-19 pandemic and forced self-isolation. Results. Based on the results of the study, the authors identified trends and problems in the development of digital services for the sale of agricultural products, as well as recommendations for their improvement in modern conditions.
Keywords: digital services, digital economy, agro-industrial complex, agriculture, sales, digital retail services, synergy effect, competitiveness, marketplace, digital platform.
For citation: Razorvin I. V., Usova N. V., Loginov M. P. Povysheniye dostupnosti sel’skokhozyaystvennoy produktsii dlya naseleniya na osnove razvitiya tsifrovykh sbytovykh uslug [Increasing the availability of agricultural products for the population through the development of digital marketing services] // Agrarian Bulletin of the Urals. 2021. Special issue “Economics”. Pp. 79–85. DOI: 10.32417/1997-4868-2021-13-79-85. (In Russian.)
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