ЗАСТОСУВАННЯ УПРАВЛІНСЬКИХ ТА МАРКЕТИНГОВИХ ІННОВАЦІЙНИХ ТЕХНОЛОГІЙ ДЛЯ ЗАБЕЗПЕЧЕННЯ РОЗВИТКУ ЦИФРОВОЇ ТОРГІВЛІ НА ГЛОБАЛЬНИХ РИНКАХ

Abstract

The development of digital trade causes the search for new levers to ensure it. Protest, the identification of certain obstacles in the system of digital trade slows it down somewhat. Obstacles are insufficient specialization in the IT field, outdated equipment, lack of specialists, etc., to eliminate existing problems, it is necessary to attract investments. It is appropriate to consider the experience of attracting foreign and domestic investments. Consideration of the research topic made it possible to make sure that the experience of crowdfunding can act as an alternative to such involvement. The work reveals the use of innovative technologies, namely crowdfunding to ensure the development of digital trade on global markets. The purpose of the study is to reveal the features of the crowdfunding process to promote the development of digital trade in global markets. The essential understanding of crowdfunding was studied by revealing its models and their characteristics. The work focuses on understanding the features of the identified models. An attempt was made to substantiate the need for the introduction of crowdfunding models in the process of developing digital trade by revealing trading platforms for its implementation. Crowdfunding platforms consist of real estate, high technology and science, investment in products, social ideas and charity, creative initiatives, securities of small and medium-sized businesses and platforms without a strict target orientation of investments. It was found that they contribute to the implementation of ideas through the implementation of commercial, non-commercial and social projects. The platforms facilitate the expansion of trading activities to all countries, which contributes to the development of digital trade in global markets. The role of crowdfunding as an innovative technology is to use crowdfunding models to promote the development of digital commerce in global markets by using them, namely: reward crowdfunding, donation crowdfunding, loan or debt crowdfunding and equity crowdfunding to create crowdfunding. The introduction of crowdfunding will allow to solve obstacles in the system of digital trade that slow down its development in global markets.