Abstract
Intensive development of specialized electronic trade platforms through Internet changes significantly the mechanism of interaction at the market of industrial goods. Development of online trade allows to steel manufacturers to expand the geography of metal products sales, to deal with small orders customers, to improve the service, as well as to make the process of marketing transparency. The role of online sales in the forming of income of metallurgical companies grows stably, and increase of share of sales through online shops becomes an important part of their further development strategy. It was shown, that practically all big Russian steel companies like NLMK, “Severstal”, OMK, TMK, ChTPZ and other the trade internet platforms have trade internet platforms. Big steel manufacturers use the new possibilities and take advantage of competitive preference. In parallel significant transformations at the market of metal products are observed. In particular, the reduction of transaction expenses due to automation of sales processes excludes practically middlemen - metal traders out the process, who earlier accomplished a significant share of internal sales of steel-works' products. This change resulted in an increase of the number of direct contractors, allows to the producers of metal products to understand better the demand status at the market, needs and expectations of customers. Another important factor is the additional stimulating of production and commercial cooperation of metal products manufacturers within a frame of a model of competitive cooperation, joint usage of technological and infrastructural potential with a purpose of synergy effect obtaining. Therefore, the deeper interaction of companies within a frame of infrastructure of online commerce creates a base for rationalization of production and logistic activity in steel industry, as the following: determination of optimal assortment and volume of production, reduction of logistic arm of delivery and decrease of warehouse costs.
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