Цифровая экономика: Управление электронным бизнесом и электронной коммерцией

Abstract

The monograph "Digital Economy: E-Business and E-Commerce Management" is the result of many years of scientific work of Doctor of Economics, Professor of the Faculty of Economics of Lomonosov Moscow State University Lapidus. This is the first complete and comprehensive study devoted to one of the most pressing issues of our time – Digital Economy. Themonographrevealstheessenceofthedigitaleconomy, substantiatesthechangestakingplaceinthemodelsofproduction, distribution, exchange and consumption. The objective reasons for digitalization of economy have been analyzed. The reasons of transition to the new model of joint consumption of Sharing Economy are grounded. The processes of reducing the life cycle of innovations, increasing competition for the Internet audience and a record growth of companies' capitalization are explained. The influence of the digital economy on various spheres of business is shown. Theoretical propositions and practical recommendations for managing e-business and e-commerce are presented in terms of the transformation of business models under the influence of the evolution of digital technologies. The branch peculiarities of e-business and e-commerce development in transport, on-line travel, in catering and in the market of on-line food delivery, in the digital content market in the segment of computer games, in the segment of music services (streaming services) and etc.are studied. The principles of business modeling, the features of building business models for different market segments (B2B, B2C, C2C, etc.), success factors and risks of electronic commerce are disclosed. Particular attention is paid to the world practice of successfully building effective business models of e-business and e-commerce from the birth of a business idea to market launch, embedding e-business tools in the development strategy of traditional companies. The business models Free-to-Play, Freemium-model, Print-on-Demand, Sharing Economy, Full-Crowdsourcing, Donation, etc., the basics of monetizing network communities, the structure of Facebook income, WhatsApp, LINE, success factors and risks of electronic business, features of building an electronic marketing system, managing advertising and business promotion in a digital economy are revealed. Particular attention is paid to innovative e-commerce technologies and their impact on consumer behavior, the formation of new markets and changing the nature of companies that conduct business on the Internet, taking into account the world trends and features of conducting electronic business in Russia. The possibilities of crowdsourcing and crowdfunding, Internet of things (IoT), BIG DATA, artificial intelligence based on Machine Learning technologies, virtual and augmented reality, robotization, 3D printers are considered. Features of management of an infrastructure of electronic business and electronic commerce are revealed.