Особливості та проблеми дифузії клієнтських баз у діяльності ІТ-підприємств України

Abstract

The purpose of the study is to identify the features and problems of diffusion of the client base of IT enterprises in Ukraine, to develop recommendations for solution of the latter. The article outlines the general situation in the IT market, in particular, draws attention to its turbulence and high instability of consumer preferences, when supply in the market dominates over demand. The components of the concept of «diffusion of client bases of enterprises» are considered. Under the concept of «diffusion» it is proposed to consider the conception that describes the patterns of distribution of cultural, social, economic and other phenomena, initially concentrated in one or more places, which imply the presence of a certain share of uncertainties, and «client base» – as the main source of business and income of the enterprise, containing information about both existing and potential clients. The main advantages of maintaining a client base of activities are presented, in particular: preservation of data; transfer of a client from one manager to another; analysis of the market situation; assessment of the target audience; formation of marketing strategy and business development. It is noted that client-oriented business management allows to increase the profit and overall efficiency of the enterprise by increasing the amount of revenue from the existing client base, as well as by optimizing operating costs. The stages of formation of the client base of activity for IT enterprises are proposed and detailed as: planning, development, implementation, and analysis. Attention is drawn to the matter that the main indicator of the diffusion of the client base of an IT enterprise is the «drawdown» of sales, which can be caused by both internal and external factors of influence. The statistics of changes in the geography of hiring on the example of the largest domestic IT enterprises, which is one of the indicators of client behavior, has been studied. It is noted that large enterprises do not experience the diffusion of the client base of activity to the same extent as it happens with small companies, so the diffusion of the client base of IT enterprises from Ukraine is not a mass phenomenon. Recommendations to encourage clients to cooperate with Ukrainian IT companies are proposed. Prospects for further research in this direction are the study of the specifics of the recovery of global demand in the IT industry after the recession.