DEVELOPMENT OF DIGITAL SALES CHANNELS AS A COMPONENT OF MODERN PLACE MARKETING

Abstract

Introduction. The article examines the role of digital sales channels as a component of modern place marketing and their influence on the competitiveness and economic dynamics of territories. A theoretical analysis of the essence of digital sales channels is conducted, particularly their evolution from traditional hierarchical distribution models to network-based digital ecosystems that integrate communication, transaction, and analytical functions. It is established that digital sales channels perform a comprehensive function within the territorial marketing mix, combining support for local businesses, the formation of a place brand, and the enhancement of investment attractiveness.

Purpose. The purpose of the study is to provide a theoretical substantiation of the role of digital sales channels in place marketing, to analyze their impact on the economic dynamics and competitiveness of territories, and to define strategic guidelines and principles for integrating digital channels into territorial development.

Materials and Methods. The study is based on a systematic review of theoretical approaches and scholarly research addressing the digitalization of sales channels, place marketing, and the development of digital ecosystems. An analytical method is employed to assess the relationships among institutional, organizational, and economic mechanisms involved in integrating digital sales channels into territorial strategies. The method of logical generalization is applied to develop a conceptual model of interaction between digital channels and the territorial marketing mix.

Results. The findings indicate that digital sales channels contribute to the expansion of product markets, the activation of local entrepreneurship, the creation of value added within territories, and the strengthening of investment attractiveness. The integration of digital platforms and marketplaces enables territories to incorporate local enterprises into national and international economic networks, thereby fostering stable economic development and the formation of long-term competitive advantages.

Prospects. The article proposes strategic guidelines for the development of digital sales channels, emphasizing the formation of a coherent digital sales policy and the creation of digital ecosystems. The implementation of these approaches allows for the integration of economic, image-related, and institutional aspects of territorial development, facilitates adaptation to the challenges of digital transformation, and creates conditions for sustainable socio-economic growth and enhanced regional investment attractiveness.