The development of information technology opens up new opportunities in the field of foreign economic activity and provides a good choice of target market segments. These include reducing transaction costs, simplifying trading procedures, increasing the efficiency of marketing and marketing departments of enterprises by intensifying information exchange, etc. These tasks can be solved by creating the appropriate infrastructure, which includes enterprise ACS, electronic payment systems, on-line stores etc. The most important elements of this infrastructure include e-commerce centers.
The strategy of market segmentation is to develop a system of information support for foreign economic activity, primarily electronic commerce and declaring, and to ensure the operation of the distribution network. An example of the institutional design of such an idea is the creation of a marketing center that focuses primarily on the use of modern IT technologies, Internet resources, electronic message boards, and the selection of target market segments is carried out on the basis of a thorough analysis of its conjuncture. Actually functioning enterprises on the market, collaborating with the center, can simultaneously act as objects of marketing research. Interaction with customers is carried out by the center using portals.
In order to improve the information support system and to ensure the most effective selection of target segments of the foreign trade market, it is advisable to provide the following functions in the work of the center:
- analysis of the situation in foreign markets for the main goods sold through the distribution network;
- development of innovative marketing solutions;
- Introduction and consultation on the use of information technology in marketing activities ;
- interaction with the Center for Trade Facilitation and Electronic Business Development (CEFACT / UN);
- examination of the effectiveness of foreign economic activity and business solvency of partners.
One of the promising market segments in the global economy is the export of media products and services. An analysis of this sphere shows that the reasons limiting the development of media export, as a rule, are:
¾ reduction in the publication of books for export at subordinate enterprises;
¾ lack of unification of tax and customs legislation with countries that account for media export;
- low level of quality of goods and services;
- the prevalence of traditional trade partnerships, due to historical, cultural, political, economic interests;
- lack of mechanisms for implementing export-import relations between partners.
- ineffective choice 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 areas:
1. Updating printing equipment by attracting funds from budgets of all levels;
2. Use of the innovation fund of the Ministry of Information and own funds of enterprises (depreciation funds);
3. Conducting the unification of tax and customs legislation, regarding the conduct of business in the media services market;
4. Revision of customs duties on the import of production resources and equipment for printers, whose rates are significantly higher than the rates of duties on the import of printed materials.
5. Formation of the distribution network and export marketing research system.
6. Expansion of the structure of media export by expanding the range of printed materials (translated literature, publications in foreign languages, etc.).