DOI: 10.33917/mic-1.114.2024.55-67

This article examines the sectoral aspects of pricing, segmentation and competition in the Russian market of digital VoD services in modern socio-economic conditions. Various pricing models (video monetization) are considered in order to create a successful video business based on loyal viewers based on three main formats: SVoD, TVoD and AVoD. It is shown that the Russian streaming platform market has been gaining popularity in recent years and grew by 44% in 2023 compared to 2022 year.

The Russian online platforms that produce or plan to produce their own video content and those who have not yet started filming, but have expressed a desire to produce their own content, are analyzed. The partnerships of online cinemas with ecosystems, telecom operators and other service companies are considered.

It is shown that over the past year and a half, Russia has demonstrated a serious breakthrough in creating an alternative to the most popular Western video hosting.  Rutube has already begun to support a load of 50 million people and has successfully survived a number of digital platform upgrades.

References:

1. Antonova V.G., Eliseeva Yu.A. OTT video services market in Russia: current state and development prospects. St. Petersburg Economic Journal. 2022;1-2:61-66. (In Russ.).

2. Asadullina A.V., Novikova M.Yu. Features of the development of digital streaming services in the world. In the book: Sixth International Conference “Business Management in the Digital Economy”. Collection of abstracts of speeches. Under the general editorship of I.A. Arenkova and M.K. Tsenzharik. St. Petersburg, 2023. pp. 112-118. (In Russ.).

3. Belousov G.D. Managing movie streaming platforms during the coronavirus period. Innovation and investment. 2020;10:141-145. (In Russ.).

4. Vatolkina N.Sh., Smirnova K.V. Comparative analysis of consumer value propositions in the OTT services market. Technical and technological problems of the service. 2020;2(52):89-94. (In Russ.).

5. Voloshkina D.S. Streaming services: essence and specifics. In the collection: Journalism, mass communications and media: the view of young researchers. Belgorod, 2021. pp. 79-83. (In Russ.).

6. Dubiv M.V. Television viewing in the context of digitalization of the media landscape. In the collection: Week of Science and Creativity – 2020. Materials of the International Scientific and Practical Forum of Students, Postgraduate Students and Young Scientists. St. Petersburg, 2020. pp. 100-104. (In Russ.).

7. Efimov I.P., Efimov P.P., Ryndina S.V. Business processes for managing digital platforms for viewing video content. Bulletin of Penza State University. 2022;1(37):61-66. (In Russ.).

8. Ivanova N.I., Kranina Z.V. Russian market of online video services: current state and prospects. Innovation. The science. Education. 2021;37:230-235. (In Russ.).

9. Krivoshapkina Ya.V. Trends in the development of advertising media. In the collection: Modern trends and problems of science in the development of digital and innovative technologies. Krasnodar, 2023. pp. 252-258. (In Russ.).

DOI: 10.33917/mic-6.113.2023.29-47

The issues of the correct application of mathematical statistics in the processing of marketing research results, taking into account the type of data obtained, are considered. The indicators of the trend and the spread of data in the analysis of consumer preferences and perception of market objects (goods/ trademarks/firms) in relation to numeric data (interval-type and stronger) are discussed. Examples of constructing images of market objects based on interval type data are given. The advantages of analyzing interval-type factors constructed in an optimal way in solving the tasks are shown.

References: 

1. Zakuskin S.V. Type data consideration in market objects analysis. Part 1. Building images based on factors of non-numeric types. Microeconomics. 2023;5:23–38. (In Russ.).

2. Orlov A.I. Non-numeric statistic. Moscow: MZ–Press, 2004. 513 p.

3. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913–1937. (In Russ.).

4. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: problem statement and identification of factors. Microeconomics. 2021;2: 19–31. (In Russ.).

5. Zakuskin S.V. Analysis of consumer ideals in the image-forming space:  building perfect images. Microeconomics. 2021;3:22–31. (In Russ.).

6. Zakuskin S.V. On the question of the legality of applying mathematical and statistical methods to research data of the «wrong» type. Practical marketing. 2022;9:3–23. (In Russ.).

7. Kendall M.G., Stuart A. Distribution theory. Moscow: Science, 1966. 588 p.

8. Zakuskin S.V. Analysis of emotional preferences in the image-forming space. Microeconomics. 2021;4:42–56. (In Russ.).

DOI: 10.33917/mic-5.112.2023.23-38

The article examines the regional structure of investment in the development of renewable sources of electricity and the impact of the global energy crisis on its volume. Forecasts are made for the development of renewable energy based on the current state and the impact of the global energy crisis on the plans drawn up by the world community to achieve sustainable development goals. Structural changes in the global energy transition and, in particular, in the process of developing electricity generation based on renewable energy sources in the period from 2021 to 2022 are analyzed.

References: 

1. Aivazyan S.A., Buchstaber V.M., Yenyukov I.S., Meshalkin L.D. Applied statistics: Classification and reduction of dimensionality. Moscow: Finance and Statistics, 1989. 607 p.
2. Zakuskin S.V. On the question of the legality of applying mathematical and statistical methods to research data of the «wrong» type. Practical marketing. 2022;9:3-23 (In Russ.).
3. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: building perfect images. Microeconomics. 2021;3:22-31(In Russ.).
4. Zakuskin S.V. Analysis of consumer ideals in the image-forming space: problem statement and identification of factors. Microeconomics. 2021;2: 19-31(In Russ.).
5. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937 (In Russ.).
6. Kendall M.G., Stuart A. Distribution theory. Moscow: Science, 1966. 588 p.
7. Orlov A.I. Non-numeric statistic. Moscow: MZ-Press, 2004. 513 p.

DOI: 10.33917/mic-5.106.2022.26-49

This study considers the analytical principles of market object perception (goods, trademarks, firms) by consumer in the image-forming space, with an emphasis on the correctness of the application of methods and interpretation of results (in terms of comparing perceived positions with competitors’ positions against the consumer ideals). The proposed approach to analysis is based on the identification of factors that determine market processes and the construction of images of real goods / brands / firms in the perception of representatives of the target group. The issues of product / brand / company promotion are discussed based on the analysis of consumer perception. The presented approach is applied to solve some practical problems, such as identifying factors of perception of goods / brands / firms, building their images in the space of consumer attitudes, analyzing the configuration of images in comparison with the competitors and ideals, developing a strategy and essential details of promotion.

References:

1. Aivazyan S.A., Buchstaber V.M., Enyukov I.S., Meshalkin L.D. Applied Statistics: Classification and Dimension Reduction. M.: Finance and statistics, 1989. 607 p. (In Russ.).

2. Zakuskin S.V. Analysis of consumer perception in the space of image-forming factors. Part 1. Positions in comparison with the ideal. Microeconomics. 2022;4:5-24. (In Russ.).

3. Zakuskin S.V. Analysis of rational preferences in the image-forming space. Microeconomics. 2022;1:40-54. (In Russ.).

4. Zakuskin S.V. Analysis of rational choice in the image-forming space. Microeconomics. 2021;5:14-29. (In Russ.).

5. Zakuskin S.V. Formation of integral indicators in marketing research based on the results of quantification. Creative Economy. 2021;15(5):2091-2114. (In Russ.).

6. Zakuskin S.V. Features of the analysis of formation and differentiation of market images in the space of rational relations/ Creative Economy. 2020;14:12. (In Russ.).

7. Zakuskin S.V. Controlling the movement of market images in a competitive environment. Creative Economy. 2020;14(10):2457-2480. (In Russ.).

8. Zakuskin S.V. Analysis of the competitive situation through the study of the configuration of images in the market space. Creative Economy. 2020;14(8):1795-1820. (In Russ.).

9. Zakuskin S.V. Analysis of differentiation of market images. Creative Economy. 2020;14(7):1447-1466. (In Russ.).

10. Zakuskin S.V. Analysis of the formation of market images. Creative Economy. 2020;14(6):1115-1136. (In Russ.).

11. Zakuskin S.V. The entertainment center services market: a look through the prism of image-forming factors. Part 7. Peculiarities of rational perception. Creative Economy. 2020;14(1):93-113. (In Russ.).

12. Zakuskin S.V. The entertainment center services market: a look through the prism of image-forming factors. Part 3. Peculiarities of emotional perception. Creative Economy. 2019;13(8):1573-1596. (In Russ.).

13. Kendall M., Stuart A. Theory of distributions. M.: Nauka, 1966. 588 p. (In Russ.).

DOI: 10.33917/mic-4.105.2022.5-23

This study considers the analytical principles of market object perception (goods, trademarks, firms) by consumer in the image-forming space, with an emphasis on the correctness of the application of methods and interpretation of results (in terms of comparing perceived positions with consumer ideals). The proposed approach to analysis is based on the identification of factors that determine market processes and the construction of images of real goods / brands / firms in the perception of representatives of the target group. The issues of product / brand / company promotion are discussed based on the analysis of consumer perception. The presented approach is applied to solve some practical problems, such as identifying factors of perception of goods / brands / firms, building their images in the space of consumer attitudes, analyzing the configuration of images in comparison with the ideal, developing a strategy and essential details of promotion.

References:

1. Aivazyan S.A., Buchstaber V.M., Yenyukov I.S., Meshalkin L.D. Applied statistics: Classification and reduction of dimensionality. M.: Finance and statistics, 1989. 607 p. (In Russ.).

2. Zakuskin S.V. Analysis of rational preferences in the image-forming space. Microeconomics. 2022;1:40-54. (In Russ.).

3. Zakuskin S.V. Analysis of consumer ideals in the image-forming space. Building perfect images. Microeconomics. 2021;3:22-31. (In Russ.).

4. Zakuskin S.V. Analysis of consumer ideals in the space of image-forming factors. Problem definition and identifying the factors. Microeconomics. 2021;2:19-31. (In Russ.).

5. Zakuskin S.V. Accounting commercial attractiveness when segmenting the target group. Creative economy. 2021;15(2). (In Russ.).

6. Zakuskin S.V. Segmentation of the target group based on consumer preferences. Creative economy. 2021;15(1). (In Russ.).

7. Zakuskin S.V. Particularities of the analysis of the market images formedness and differentiation in the rational relation space. Creative economy. 2020;14(12). (In Russ.).

8. Zakuskin S.V. Control of the movement of market images relative to consumer ideals. Creative economy. 2020;14(9):2055-2078. (In Russ.).

9. Zakuskin S.V. Analysis of market images differentiation. Creative economy. 2020;14(7):1447-1466. (In Russ.).

10. Zakuskin S.V. Analysis of market images formedness. Creative economy. 2020;14(6):1115-1136. (In Russ.).

11. Zakuskin S.V. The market of services of entertainment centers: a look through the prism of image-forming factors. Part 8. The combination of rational and emotional aspects. Creative economy. 2020;14(3):367-398. (In Russ.).

12. Zakuskin S.V. Evaluation of the relative and absolute attractiveness of target group segments. Marketing and marketing research. 2020;2:92-102. (In Russ.).

13. Zakuskin S.V. Integration of marketing communications based on the analysis of consumer preferences. Russian entrepreneurship. 2018;19(6):1913-1937. (In Russ.).

14. Kal’kova N.N. Research of consumer preferences and factors influencing the choice of cheese in a real environment. Bulletin of the Altai Academy of Economics and Law. 2021;8-1:22-31. (In Russ.).

DOI: 10.33917/mic-1.102.2022.40-54

The principles and algorithms of the analysis of rational preferences of the target group in the image-forming space are considered, with an special attention on the correctness of the application of methods and interpretation of results, based on the identification of factors that determine market processes, and the construction of images of ideal goods/ brands/ firms in the perception of the target group. The issues of promoting a product/ brand/ company based on the analysis of rational preferences are discussed. Examples of solving practical problems of identifying factors of rational preference of goods/ brands/ firms, building their ideal images in the space of rational preferences, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98), No 4(99) and No 5(100) of the journal for 2021.

DOI: 10.33917/mic-5.100.2021.14-29

The principles and algorithms of the analysis of consumer preferences in terms of identifying and researching the area of rational choice (a set of characteristics taken into account by representatives of the target group in the process of rational choice of a product/ brand/ firm) are considered. Special attention is paid to the correctness of the application of the methods and the interpretation of the results. The issues of product/ brand/ company promotion based on rational choice analysis are discussed. Examples of solving practical problems of identifying factors of rational choice of goods/ brands/ firms, constructing areas of rational choice, analyzing the configuration of areas of choice, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2(97), No 3(98) and No 4(99) of the journal for 2021.

DOI: 10.33917/mic-4.99.2021.42-56

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. The principles and algorithms of research of emotional preferences of the target group are presented on the basis of identification of image-forming factors that determine market processes, and construction of emotional images of ideal goods/ brands/ firms in the perception of representatives of the target group. The issues of product/ brand/ company promotion based on the analysis of consumer ideals in the emotional sphere are discussed. Examples of solving practical problems of identifying factors of emotional preference of goods/ brands/ firms, building their ideal images in the space of emotional preference, analyzing the configuration of ideal images, developing a strategy and essential details of promotion are given using the presented approach.

This article is a continuation of the author’s research presented in No 2 (97) and No 3 (98) of the journal for 2021.

DOI: 10.33917/mic-3.98.2021.22-31

The problem of analyzing consumer ideals in the image-forming space with an emphasis on the correctness of the application of methods and the interpretation of the results is considered. Approaches and methods of constructing images of ideal products/ brands/ firms in the perception of representatives of the target group are presented. The issues of product/ brand/ company promotion based on the analysis of consumer ideals are discussed. Examples of solving practical problems of constructing ideal images of goods/ brands/ firms in the space of preferences, analyzing the configuration of ideal images, their formation and differentiation in relation to the creation of a strategy and the development of promotion details are given using the proposed approach.

This article is a continuation of the author’s research presented in No 2 (97) of the journal for 2021.

DOI: 10.33917/mic-2.97.2021.32-37

The scientific article summarizes the concept of the service market of services. Based on the analysis of the respondents ‘ personal data, an attempt is made to segment the market by priority market niches that tend to be commercialized in the aspect: medical services, educational services, financial and information services on the example of the meso – level of the study-the Republic of Tatarstan.