Formation of the Strategy of Social and Economic Development of the Distribution Network of Consumer Goods

Abstract

The aim of the study is to form a strategy of socio-economic development of the distribution network of consumer goods based on the time factor and forecast changes in the technological mode for the long term. In any sphere of market economy is necessary to develop the strategy for socioeconomic development, which would take into account these changes. The main changes in modern market relations concern not only technological factors caused by the «digitalization» of the economy, but also organizational and social transformations: the introduction of tools of advanced marketing concepts and principles of social capital. The approach is proposed, according to which the principles of integration of interests of market participants and social capital, as well as the instruments of the social and ethical concept of marketing, are based on the modern development strategy of the most important area in the sphere of circulation, namely, the distribution consumer network. Failure to comply with these principles leads to social tension in financial, commercial, business and contractual relations in the distribution processes caused by the divergence of the interests of participants in the framework of strategic goals, realizing their functions and processes that accompany material and non-material flows and services, which causes high marketing and logistics costs associated with unproductive and transactional costs. The identification of the causes of social contradictions between partners of supply chains in the Russian consumer market and their economic consequences is an actual problem, the solution of which will help to increase the socioeconomic efficiency of the distribution policy and the satisfaction of end-users. A block diagram of the formation of an integrated value chain is proposed by introducing marketing social and ethical innovations, through which the loyalty of the subjects of market relations is achieved. The chain of business processes of an integrated value chain can be viewed as a technological platform in which business partners are united into a single structure or a chain of creation of use value in the sphere of circulation, and its participants are integrated on the basis of unity of interests, goals, processes, functions and accompanying material processes and intangible flows. Thus, the social and economic efficiency of Russian consumer sales networks is ensured by reducing the loss of time and labor costs for business interaction and cooperation. In addition, an even greater effect can be obtained by better satisfying the final consumers and increasing the volume of trade, which leads to an increase in the marginal profit of traders.