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Authors

Serebrovskaya Tamara B.

Degree
Cand. Sci. (Ped.), Associate Professor, Foreign Languages Department, Synergy University
E-mail
tserebrovskaya@yandex.ru
Location
Moscow, Russia
Articles

Features of Digital Video Content Consumption on the YouTube Platform

The article examines the features of digital consumer behavior on the example of the YouTube platform, in order to maintain leading position in the market of platforms with video content. Therefore, there is a need to follow the latest trends that are interesting for consumers to adapt to changes in their preferences and maintain a commitment to the product. The purpose of the study: to analyze the preferences of the digital consumer of the video services market, to identify strategies aimed at improving the efficiency of the social network, to make recommendations for maintaining the advantages of the platform. Objectives: identify the reasons of the choice of a social network and the unique needs of the modern digital consumer, the main categories of users of mobile technologies and their characteristics, develop recommendations for the promotion of the YouTube platform. General scientific methods: analysis, abstraction, system-structural approach. Based on the analysis of studies of international and Russian organizations on the activities of the social network YouTube, a survey of potential digital consumers of this social network, contractual features of the behavior of the modern digital consumer YouTube were identified. General recommendations for optimizing the YouTube platform are formulated, which will help significantly influence the digital consumer and strengthen the competitive position of the YouTube platform and other social networks. It is determined that today the content created in accordance with the latest trends is the most attractive for the digital consumer. Read more...

Digital Transformation of Logistics Business

This article is devoted to the current trends in the creation of platforms and the formation of digital ecosystems as the next stage of their development. The subject area of the article is a digital platform for the development of logistics activities and bringing the process of organizing entrepreneurial activity to a more advanced, modern “digital” level. The purpose of the study: to substantiate that digital platforms form new algorithms for the interaction of logistics business participants and a new (or modern and digital) business model for the organization of entrepreneurial activity. The article considers a digital platform as a project, technology, product “on demand” or an integrated set of software products. The concepts of “platform”, “digital platform”, “digital ecosystem”, “digital transformation projects” and “transformational project” are revealed. The practical implementation of digital solutions in the logistics sphere is summarized, namely: projects “Electronic navigation seals”, “Robotic sorting”, “Digital assistant of the shunting dispatcher at marshalling yards”, “Technical vision”; products “Smart logistics Cargo”, “Smart Logistics Trans”, “Business Lines: Cargo Transportation” and the integrated software package TMS (Transportation Management System) and WMS (Warehouse Management System). Attention is drawn to the process of obtaining goods and services and how this familiar process with the use of information technology has been transformed into digital platforms. In conclusion, the tasks and functions of the platform are outlined, which is considered as a business model for creating, providing and preserving value for customers. Read more...

Business Support in the Context of Digital Transformation

In Industry 4.0 the key factor for business success on the one hand is innovation, and on the other hand efficiency. The article is devoted to a new trend – business support in the context of digital transformation as an actual form of business development in the context of digitalization. The subject area of the research is the improvement of the company’s business processes based on the support of business and entrepreneurial activity to a more advanced, modern “digital” level. The research aims to substantiate the importance of the formation of business support in the company by improving cross-functional interaction and the development of modern business models of entrepreneurial activity. In the study, the authors examined the feasibility and necessity of digital business transformation; presented a practical justification for the importance of a business support system in the context of digital transformation; analyzed and identified the strategic importance of a business support system for the development of entrepreneurship in general. The results of the study are of practical importance. The authors determined the importance of business support through the external and internal environment; conducted a content analysis of the concepts of “business digitalization”, “cross-functional interaction”, “digital transformation”, “business support” and “digital tools”, determined their characteristics. The authors formulated and argued the importance of the use of digital technologies and the development of digital solutions in the context of digital transformation, in the possibility of using a model of a real business solution in the educational process, in business, startup. The authors argue that business support in the conditions of digitalization is extremely necessary for its maintenance, retention of competitive advantages. The types and types of business support, the dynamics of digitalization of companies are summarized. The readiness of companies to use digital tools has been studied, the goals and objectives of support within the business have been defined, key performance indicators of companies and the use of digital tools for effective business support have been identified. Read more...