Selecting the target segments of the media services market based on IT technologies

The development of information technology opens up new opportunities in the field of foreign economic activity and provides a successful choice of target market segments. These include the reduction of transaction costs, the simplification of trade procedures, the increase in the efficiency of marketing and sales divisions of enterprises through the intensification of information exchange, etc. The solution of these tasks is possible by creating an appropriate infrastructure, including enterprise automated systems, electronic payment systems, on-line shops etc. The most important elements of this infrastructure are e-commerce centers.

The strategy of market segmentation is to develop a system of information support for foreign economic activity, primarily electronic commerce and declaration, and to ensure the activities of the commodity distribution network. An example of institutionalization of such an idea is the creation of a marketing center that focuses primarily on the use of the base of modern IT technologies, Internet resources, electronic bulletin boards, while the choice of target market segments is carried out on the basis of a thorough analysis of its conjuncture. Actually functioning companies on the market, cooperating with the center, can simultaneously act as objects of marketing research. Interaction with customers is carried out by the center with the help of portals.

In order to improve the information support system and to ensure the most efficient selection of target segments of the foreign trade market, it is advisable in the work of the center to perform the following functions:

- analysis of the conjuncture of foreign markets for the main goods sold through the distribution network;

- development of innovative marketing solutions;

- implementation and advice on the use of information technology in marketing activities ;

- interaction with the Center for Facilitation of Trade Procedures and e-Business Development (CEFACT / UN);

- Examination of the efficiency of foreign trade activities and business solvency of partners.

One of the most promising segments of the market in the world economy is the export of media goods and services. An analysis of this area shows that the reasons limiting the development of media exports are, as a rule,:

¾ reduction of the publication of books for export at subordinate enterprises;

¾ the lack of unification of tax and customs legislation with countries that are subject to media export;

- Low level of quality of goods and services;

- the predominance of traditional trade partnerships, conditioned by historical, cultural, political, economic interests;

- the lack of mechanisms for the implementation of export-import relations between partners.

- ineffective selection of target segments of the media services market.

The development of a strategic program of foreign economic activity based on IT-technologies may include the following directions:

1. Updating of printing equipment at the expense of attraction of means of budgets of all levels;

2. Use of the innovation fund of the Ministry of Information and the Company's own funds (depreciation funds);

3. Conducting the unification of tax and customs legislation, insofar as it concerns business in the market of media services;

4. Revision of customs duties on the import of production resources and equipment for printing houses, whose rates are significantly higher than the rates of import duties on printed products.

5. Formation of the commodity distribution network and the system of export marketing research .

6. Expansion of the structure of media exports by expanding the range of printed products (translated literature, publications in foreign languages, etc.).