Directions for the distribution channels’ transformation in the context of digitalization based on relationship marketing

Abstract

Modern trends associated with increased requirements for the innovative development of enterprises and the use of new digital technologies and changes in consumer behaviour have destroyed traditional distribution chains, which entailed problems in the distribution of products and services during the transformation of market relations. The main goal of this study is to identify and structure the conditions and criteria for integration into the chain of interaction between the manufacturer and the consumer, taking into account digital changes. To do this, within the framework of the theoretical component, we analyze conceptual and empirical articles contained in the Web of Science database, as well as information obtained from the study of articles by Russian academicians in specialized journals, monographs and conference abstracts. We propose to build the empirical component of the article through a threefold conceptual framework to summarize research in this area. Our starting point is identified as associated triggers. This allows enterprise decision-making criteria to be put forward to evaluate different distribution channel options and opportunities for integration. The results obtained in the course of the study provide a deepening of knowledge about the factors that configure the integration of the distribution system, principles of interaction between the subjects of distribution and the corresponding tools to unite interests. In addition, the relationships and connections established among the participats in digital ecosystems are constantly evolving, therefore the study will be able to show the relationship dynamics and help to analyze the development of interaction over time.