| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2022 №2 (78) |
| Section: | Marketing |
| UDK: | 658.8: 346.7 621.3 |
| DOI: | https://doi.org/10.33271/ebdut/78.159 |
| Article language: | Ukrainian |
| Pages: | 159-170 |
| Title: | Impact of the marketing 4.0 concept on the functioning of the competitive electricity market of Ukraine |
| Authors: | Kuvaieva T. V., Dnipro University of Technology, Zakharchenko Yu. V., Dnipro University of Technology |
| Annotation: | Methods. The results were obtained using general and specific methods of scientific knowledge: abstractions – when establishing the essence of marketing 4.0; comparison – when identifying the advantages and disadvantages of the marketing 4.0 concept; structural and functional – when determining the structure and features of the modern competitive electricity market; systems approach – when analyzing the impact of marketing 4.0 on the functioning of the competitive electricity market. Results. The essence of marketing 4.0 is considered. The key advantages of the marketing 4.0 concept have been established. It was found that each advantage has a corresponding projection of disadvantages: the absence of the necessary infrastructure and the consumer's understanding of the features of using such technologies. The structure and features of the modern competitive electricity market are defined. It is shown that the modern model of functioning of the competitive electricity market of Ukraine fully corresponds to the European market and is more efficient and oriented to the needs of the consumer. The analysis of the impact of marketing 4.0 on the functioning of the competitive electricity market was carried out. The key aspects of such influence have been formed, namely: effective energy marketing, increasing electric mobility to provide consumers with electricity, and creating energy cooperatives to ensure the functioning of a competitive electricity market. Novelty. The specifics of the functioning of the modern electricity market were revealed, which consist in its gradual transformation into a more competitive market structure. It has been proven that this process involves the use of marketing 4.0 tools in order to regulate business processes. Practical value. The key aspects of the influence of marketing 4.0 on the functioning of the competitive electricity market of Ukraine are determined. |
| Keywords: | Marketing, Digital marketing, Competitive electricity market, Energy market participants, Structure of electricity market functioning, Smart networks, Circular economy, Clean energy |
| File of the article: | EV20222_159-170.pdf |
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