guuvestВестник университетаVestnik Universiteta1816-42772686-8415State University of Management10.26425/1816-4277-2021-11-31-38guuvest-3198Research ArticleСТРАТЕГИИ И ИННОВАЦИИSTRATEGIES AND INNOVATIONSМаркетинговые технологии управления взаимоотношениями с клиентами: цифровые экосистемыMarketing technologies of customer relationship management: digital ecosystemsБутковскаяГ. В.ButkovskayakayaG. V.

канд. экон. наук, 

г. Москва

Cand.Sci. (Econ.), 

Moscow

gv_butkovs@guu.ruhttps://orcid.org/0000-0001-8963-6774СумароковаЕ. В.SumarokovaE. V.

канд. экон. наук, 

г. Москва

Cand.Sci. (Econ.), 

Moscow

ev_sumarokova@guu.ruФГБОУ ВО «Государственный университет управления»РоссияState University of ManagementRussian FederationФГБОУ ВО «Государственный университет управления»РоссияState University of ManagementRussian Federation2021050120220113138Copyright © Бутковская Г.В., Сумарокова Е.В., 20222022Бутковская Г.В., Сумарокова Е.В.Butkovskayakaya G.V., Sumarokova E.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.guu.ru/jour/article/view/3198

Цифровые технологии меняют ожидания клиентов и перестраивают границы отраслевых рынков, формируя экосистемы. При этом экосистемы строятся на потребностях клиентов и выходят за рамки простого партнерства между игроками разных отраслей, чтобы объединить доступные в цифровом виде услуги или продукты, предоставляя потребителям сквозной опыт. В статье обобщены результаты исследований в области цифрового маркетинга и цифровых экосистем. Рассмотрены теоретические и исследовательские вопросы изменений маркетинговых технологий управления взаимоотношениями с клиентами в цифровой среде. Проведена систематизация опыта ведущих мировых экосистем, выделены основные архетипы цифровых экосистем и ключевые факторы успеха. 

Digital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available services or products, providing an end-to-end experience for consumers. The article summarises research findings in the field of digital marketing and digital ecosystems. Theoretical and research issues of changes in marketing techniques for customer relationship management in the digital environment have been reviewed. The experience of the world’s leading ecosystems has been systematised, the main archetypes of digital ecosystems and key success factors have been highlighted. 

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The authors declare that there are no conflicts of interest present.