The thesis is devoted to research and development of theoretical bases, scientific and practical methods, applied recommendations on brand management (BM) of the e-commerce enterprise.
The relevance of the topic is conditioned by the sharp distributions of the Internet in the world as well as in Ukraine. It promotes development of Ukrainian e-commerce, which is also in line with global trends. Therefore, doing business on the Internet requires attention in terms of online store management and application of marketing technologies for e-commerce retailers, branding in particular.
However, the coverage of the issue of brand-oriented Internet projects management is currently fragmentary and insufficient. Scientists have revealed only some aspects that do not reflect the specifics of the online store brand creation and development. The above actualizes the chosen topic of the dissertation research and the need for it theoretical addition, as well as the development of scientific and methodological approaches to improve the practical implementation of brand management in the Ukraine Internet network. The content, significance and role of the brand at enterprises operation in general and for retail e-commerce enterprises in particular are determined in the work. The definition of the "retail e-commerce enterprise brand" is formed - it is a brand of an enterprise that partially or completely operates through an online store, therefore one of its mandatory attributes is the web address of the online store. Theoretical approaches to distinguish between "online store" and "e-commerce enterprise" concepts are improved: online store is an online tool or place based on a specific site, which at least allows to provide information about products and services of the seller, his contact information and/or opportunity to contact him; e-commerce retail enterprise is the one that partially or completely operates through an online store. Along with this, the concept of branding is researched and the definition of corporate internet branding is defined. The classification of brands is expanded by features related to the online environment, and the classification of online stores is supplemented by brand-oriented classification features, thus reflecting the interconnection of these concepts and the need for their symbiosis. The state and development trends of the e-commerce retail market in the world and in Ukraine are described. Despite certain problems that hinder Ukrainian digitalization, the prospects of e-commerce development and the importance of the brand in it have been established. The variety of creation and development of the Internet projects (work exclusively online or omnichannel, multi-brand or mono-brand strategies, a classic online store or marketplace) were revealed. Based on a survey of online buyers and the theoretical information what was analyzed the factors of formation and development of the e-commerce enterprise brand are determined and systematized. Based on the survey results of Ukraine online stores representatives, the state and problems of brand management implementation on the Internet were diagnosed. In order to improve the current situation with scientific coverage of BM in the online environment and its practical implementation, a system of brand-oriented marketing management functions for e-commerce enterprises is formed. This system is the basis of the proposed functional model of brand-oriented marketing management for e-commerce enterprises. To ensure the effective practical application of the model, a set of methodological recommendations are developed. They include the principles of online store brand management and a brand strategies portfolio. Within the individual functions of the model, additional brand-oriented micro segmentation criteria and the algorithm for developing the positioning of online store brands are proposed. A system of indicators for assessing the effectiveness of online store brand management and methodological approaches to determining each of the assets that reflect the specifics of the online brand functioning are proposed. Theoretical provisions and practical recommendations for the e-commerce enterprise brand management developed by the author were approbated based on the materials of online stores «Antoshka», «Poznavalka» and «Mr. Wallet».
