Інтелектуалізація інтернет-середовища та новий інструментарій для дослідження споживчого попиту

Abstract

Проводиться аналіз етапів розвитку Інтернет середовища. Доводиться що акцент розвитку зміщується в бік накопичення знань та трансформації протоколів прикладного рівня шляхом інтелектуалізації і створення нового інструментарію для дослідження Інтернет транзакцій. Проводиться аналіз традиційних методів вивчення попиту. Визначаються умови підвищення адекватності визначення споживчого попиту шляхом використання нових можливостей аналізу транзакцій споживачів в Інтернет середовищі. Розглядаються нові можливості використання пошукових дій за допомогою апарата гугл-аналітик.

The dissemination of the Internet environment use and its development creates new conditions for market research. Every moment on the Internet, a large number of clients, who are have in their own interests, visit thousands of pages that offer goods, services, products of production, their characteristics and features. But conducting an analysis of these consumer actions to identify demand requires additional systematization and research. The tools of Internet marketing and digital marketing are mainly aimed at providing ecommerce, creating convenient Internet banking, promoting products and services on the market, advertising and other methods that allow you to increase sales. Consequently, digital marketing is predominantly a toolkit for the seller to influence the buyer. But in order to ensure an effective equal relationship between the seller and the buyer there is a need to study consumer demand, consumer needs and requirements for the properties of goods and services. The purpose of the article is to study the development of the Internet environment and methods of using Internet marketing tools to study the demand of consumers, their needs, and monitoring the use of goods and services in order to improve their properties to meet the needs of the consumer. Since the beginning of the Internet development, scientists have paid more attention to optimizing Internet protocols, and methods of optimizing delivery routes for message packets have been used. These methods have reduced the delivery time of messages, increased the volume information transmission and enhance the reliability and protection of the Internet environment. New technical and programmatic capabilities have practically solved the problem of the information delivery to the user. But a large information volume requires the use of special tools to find the necessary information. Therefore, further development of the Internet environment was more directed to development of the application layer protocols. This process can be characterized as intellectualization, that is, the accumulation of knowledge and the creation of intellectual programs to meet the needs of Internet users. With the development of the World Wide Web (WWW) service, the functions of others services began to use into WWW, and further intellectualization of Internet services was begun to directed into search engines. For achieve purpose in Search engines was used indexed pages by keywords. The next step of the internet environment intellectualizing was the development of webpage programming tools that not only allow to represent information for the users, but also provide opportunity interactive communication, identification and authentication systems for users. The new stage of intellectualization of the Internet is the realization of the ability to analyze Internet transactions and accumulate information about sites visitors. The modern development of the Internet environment continues to accumulate knowledge and acquires greater intellectualization. This creates conditions for improving the quality of marketing research, which is based on the studied natural actions of the consumers. According to the results of the study, the new capabilities of Internet marketing are defined and toolkit which can be used to study consumer demand are defined. Provided recommendations for building the site architecture. Further research may be directed towards the creation of a methodological framework for conducting consumer demand research using the Internet environment. The results of the study also identified ways to further intellectualize the Internet environment.