Digitalization in the field of agricultural marketing

DOI

10.2991/ispc-19.2019.47How to use a DOI?

Keywords

electronic trade, state order, information technologies, electronic document management, electronic trading platform, agricultural economics, price, traders

Abstract

The subject of this article is the current state and prospects for the development of digital technologies in agricultural marketing including e-channels for the promotion of agricultural products. Main digital forms of promotion were described and classified, among them: electronic exchange trading of agricultural products, electronic system for placing state orders taking into account advantages and disadvantages of trading using electronic platforms, placing proposals for buying agricultural products in online stores, as well as maintaining their own web-sites. The nomenclature of digital channels for the promotion of agricultural products was clarified, with the aim of theoretical concretization, highlighting the common features and differences which are necessary for further analysis and practical application. The main problem of the promotion of agricultural products from the producer to the consumer was identified: low purchase prices. The importance of a state level management decision to introduce a single electronic digital signature for interaction with any government supervisory authority in relation to each certain agricultural enterprise was noted. It was suggested to use digital distribution channels in order to avoid intermediary structures and to increase profits. A model is proposed for selecting electronic channels for the promotion of agricultural products by Russian farmers depending on sales volumes. The influence of the following factors on the choice of online sales channel was studied: creation and maintenance of IT-technology, the size of territorial market coverage, transportation and logistics costs.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Olga Alekhina
AU  - Galina Ignatyeva
AU  - Dmitry Khodov
PY  - 2019/06
DA  - 2019/06
TI  - Digitalization in the field of agricultural marketing
BT  - Proceedings of the International Scientific and Practical Conference “Digital agriculture - development strategy” (ISPC 2019)
PB  - Atlantis Press
SP  - 210
EP  - 214
SN  - 1951-6851
UR  - https://doi.org/10.2991/ispc-19.2019.47
DO  - 10.2991/ispc-19.2019.47
ID  - Alekhina2019/06
ER  -