development of information technology opens up new possibilities in the sphere of foreign economic activity and provides a good selection of target market segments.These include reducing transaction costs, trade facilitation, improving the efficiency of marketing and sales divisions of enterprises due to the intensification of information exchange and others. The solution of these problems is possible through the creation of appropriate infrastructure, including the automation business, electronic payment systems, on-line shoppingetc.The most important elements of this infrastructure include e-commerce and centers.
market segmentation strategy is to develop an information management system of foreign trade activities, especially e-commerce and declaration, and the operation of the distribution network.An example of the institutionalization of such ideas is the establishment of a marketing center, which focuses primarily on the activities of the base using modern IT-technology, Internet resources, electronic bulletin boards, the choice of target market segments is based on a thorough analysis of his situation.Actually functions in the enterprise market, cooperating with the center, and at the same time can serve as objects of marketing research.Interaction with customers is carried out via the center portals.
In order to improve the information management system and to ensure the most effective choice of target market segments of foreign trade, in the center it is advisable to provide the following functions:
- analysis of external markets for major commodities sold through the distribution network;
- the development of innovative marketing solutions;
- implementation and advice on the use of information technologies in marketing activities;
- cooperation with the Centre for Trade Facilitation and Development in Electronic Business (UN / CEFACT);
- examination of efficiency of foreign trade activities and business viability of partners.
One of the most promising market segments in the global economy is export mediatovarov and services.The analysis of this sector shows that the reasons for limiting the development mediaeksporta usually are:
¾ reduction in the publication of books for export at the enterprises;
¾ lack of unification of tax and customs legislation with countries that account for mediaeksport;
- low level of product and service quality;
- the predominance of traditional trade partnerships, resulting in historical, cultural, political and economic interests;
- lack of mechanisms for implementation of the export-import relationship between the partners.
- inefficient choice of target segments of the market media services.
Development of a strategic program of foreign economic activity on the basis of IT-technologies, may include the following:
1. Updating the printing equipment by attracting funds from budgets of all levels;
2. Using the Innovation Fund of the Ministry of Information and the companies' own funds (depreciation funds);
3. Carrying out the unification of tax and customs legislation, in part related to business media services on the market;
4. Revision of the customs duties on the import of production inputs and equipment for printing at rates significantly higher than the rates of duty on the import of printed materials.
5. Formation of the distribution network and the system of export marketing research.
6. Large Structures mediaeksporta by expanding the range of printed materials (translated literature, publications in foreign languages and so on.).
