The impact of digitalization on the development of marketing and sales systems of agricultural products

Анотація

The article presents a comprehensive study of transformation processes in the marketing and sales systems of the agri-food sector under the influence of global digitalization. It is substantiated that the implementation of digital innovations is a critical condition for ensuring effective activity and increasing the competitiveness of business entities in modern market conditions. The relevance of the study stems from the need for domestic producers to adapt to new technological realities, in which digital tools play a decisive role in shaping product promotion strategies. The paper analyzes the main trends in the industry’s development, in particular, the increasing state attention to digital innovations and the formation of unified digital ecosystems in the agri-food market. The authors systematize the types of digital technologies by areas of their application: production, information and analytical, and management. It was determined that digitalization enables significant optimization of value chains, reduces transaction costs, ensures transparency in the flow of products “from field to table”, and enables direct communication with consumers. Special attention is paid to the conceptual principles of innovative transformations, which combine a system of goals (maximization of economic effect, food security) with mechanisms for their implementation at the institutional, infrastructure, and investment levels. It has been proven that marketing agri-food innovations helps meet society’s needs for safe, high-quality products while also creating long-term benefits for producers. Recommendations are formulated regarding the need for state support for digital initiatives, training interdisciplinary personnel, and developing network production and sales structures. The results of the study can be used by state regulatory authorities and managers of agricultural enterprises to develop digital development strategies Keywords: digitalization, digital innovations, marketing and sales systems, marketing strategies, agri-food marketing, artificial intelligence, mobile technologies, interactive content, online marketing.

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