ROLE, PLACE AND SIGNIFICANCE OF DIGITAL MARKETING IN THE SYSTEM OF PRODUCTION DISTRIBUTION BY AGRICULTURAL PRODUCERS IN THE CONDITIONS OF THE COVID-19 PANDEMIC

Анотація

The article reveals that the web environment for agricultural enterprises during quarantine became an innovative mechanism for the sale of products at a time when traditional sales channels were closed to the access of economic entities. The main problems that agricultural producers had to face in the last year in the context of the COVID-19 pandemic have been identified. The creation of a regional Internet platform for the sale of agricultural products on the example of the Kherson region is described. Factors of ensuring the functioning of the Internet platform "Agroonlinecommerce" for the sale of agricultural products by agricultural enterprises are grouped. The advantages of implementing a digital marketing strategy for agricultural businesses have been studied. It was found that the transfer of sales of goods through the web environment will allow small and medium-sized businesses to reduce the cost of regular sales, through retail and wholesale markets, which in turn will reduce the cost of goods. The creation of Internet platforms for the sale of agricultural products is positive not only for agricultural producers themselves, but also for the regional centers themselves, as this is another area from which the region's budget will be replenished in the context of the COVID-19 pandemic. It has been determined that digital marketing for the sale of agricultural products provides the most favorable conditions for both the consumer and the agricultural enterprise, while saving time and money, reducing unnecessary costs, and establishing a relationship between seller and buyer. The prospect for agricultural enterprises today is to promote products through the diversification of sales channels and the transition to new sales channels, which they previously did not use at all and the newly created regional Internet platform is a priority step in selling agricultural products in quarantine. But at the same time, for the intensive development of this area and the promotion of digital integration of agriculture should attract additional investment funds that will accelerate the development of these platforms and expand the number of users, thereby increasing trade and cash flows from agriculture.

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