9 research outputs found
Stages of a Startup Lifecycle: Essence, Signs, Problems and Ways to Prevent Them
ΠΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΠΎΡΠΎΠ±Π΅Π½Π½ΠΎΡΡΠ΅ΠΉ ΡΡΠ°Π½ΠΎΠ²Π»Π΅Π½ΠΈΡ ΡΡΠ°ΡΡΠ°ΠΏΠ° ΠΈ ΠΏΡΠΎΡΠ΅ΡΡΠΎΠ², ΠΏΡΠΎΠΈΡΡ
ΠΎΠ΄ΡΡΠΈΡ
Π½Π° ΡΡΠ°ΠΏΠ°Ρ
Π΅Π³ΠΎ ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π°, ΠΏΠΎΠ·Π²ΠΎΠ»ΡΠ΅Ρ ΡΡΠ°ΡΡΠ°ΠΏΠ°ΠΌ ΠΎΠΏΠ΅ΡΠ°ΡΠΈΠ²Π½ΠΎ ΠΏΡΠΈΠ½ΠΈΠΌΠ°ΡΡ ΡΠ°ΠΊΡΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΠΈ ΡΡΡΠ°ΡΠ΅Π³ΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΡΠ΅ΡΠ΅Π½ΠΈΡ Π² ΠΎΠ±Π»Π°ΡΡΠΈ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ΠΌ, Π° ΠΈΠ½Π²Π΅ΡΡΠΎΡΠ°ΠΌ, Π³ΠΎΡΡΠ΄Π°ΡΡΡΠ²Ρ ΠΈ Π΄ΡΡΠ³ΠΈΠΌ ΡΡΠ±ΡΠ΅ΠΊΡΠ°ΠΌ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ ΡΠ²ΠΎΠ΅Π²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎ ΡΠ΅Π°Π»ΠΈΠ·ΠΎΠ²ΡΠ²Π°ΡΡ ΠΌΠ΅ΡΡ ΠΏΠΎ Π°ΠΊΡΠΈΠ²ΠΈΠ·Π°ΡΠΈΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈ ΠΏΠΎΠ΄Π΄Π΅ΡΠΆΠΊΠ΅ ΡΡΠ°ΡΡΠ°ΠΏΠΎΠ². Π ΡΡΠ°ΡΡΠ΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΡΠ΅ΡΡΡ Π½Π΅ΡΠΊΠΎΠ»ΡΠΊΠΎ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΠΎΠ² ΠΊ ΡΠ°Π·Π΄Π΅Π»Π΅Π½ΠΈΡ ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π° ΡΡΠ°ΡΡΠ°ΠΏΠ° Π½Π° ΡΡΠ°ΠΏΡ Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠ°ΠΊΠΈΠΌΠΈ ΠΊΡΠΈΡΠ΅ΡΠΈΡΠΌΠΈ, ΠΊΠ°ΠΊ ΡΡΠ°Π΄ΠΈΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, ΠΌΠ°ΡΡΡΠ°Π± ΡΡΠ°ΡΡΠ°ΠΏΠ°, ΡΠ°ΡΠ½Π΄Ρ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ. ΠΠ»Ρ ΠΊΠ°ΠΆΠ΄ΠΎΠ³ΠΎ ΠΈΠ· ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΠΎΠ² ΠΏΡΠΈΠ²Π΅Π΄Π΅Π½Ρ ΠΏΠΎΠ΄ΡΠΎΠ±Π½ΡΠΉ Π°Π½Π°Π»ΠΈΠ· ΡΡΠ°ΠΏΠΎΠ² ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π° ΡΡΠ°ΡΡΠ°ΠΏΠ°, ΠΈΡ
ΡΡΡΠ½ΠΎΡΡΠ½ΡΠ΅ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠΈ, ΠΏΡΠΈΠ·Π½Π°ΠΊΠΈ, ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΡΠ΅ ΠΏΡΠΎΠ±Π»Π΅ΠΌΡ ΠΈ ΠΏΡΡΠΈ ΠΏΡΠ΅Π΄ΠΎΡΠ²ΡΠ°ΡΠ΅Π½ΠΈΡ Π²ΡΠ΄Π΅Π»Π΅Π½Π½ΡΡ
ΠΏΡΠΎΠ±Π»Π΅ΠΌ. ΠΠ²ΡΠΎΡ ΠΎΡΠΌΠ΅ΡΠΈΠ»Π° Π²Π·Π°ΠΈΠΌΠΎΡΠ²ΡΠ·Ρ ΡΡΠ°ΠΏΠΎΠ², Π²ΡΠ΄Π΅Π»Π΅Π½Π½ΡΡ
Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΡΠ°Π·Π»ΠΈΡΠ½ΡΡ
ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π², ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠΈΠ»Π° ΡΠ°Π±Π»ΠΈΡΡ ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΡ ΡΡΠΈΡ
ΡΡΠ°ΠΏΠΎΠ² ΠΈ ΡΠΊΠ°Π·Π°Π»Π° Π½Π° Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ Π²ΡΡΠ²Π»Π΅Π½ΠΈΡ Π°ΡΠΈΠΌΠΌΠ΅ΡΡΠΈΠΈ ΠΏΡΠΈ ΠΈΡ
ΡΠΎΠΏΠΎΡΡΠ°Π²Π»Π΅Π½ΠΈΠΈ. Understanding the peculiarities of the formation of a startup and of the processes, occurring at the stages of
its lifecycle, allows startups to make quickly tactical and strategic decisions in the field of development management, and investors, the state and other entities of the startup ecosystem to implement measures timely to activate the formation and support of startups. The paper uses several approaches to divide the startup lifecycle into stages in accordance with criteria such as product development stages, startup scale, investment rounds. A detailed analysis of the stages of the startup lifecycle, essential characteristics and signs of these stages, potential problems and ways to prevent the identified problems are described for each of the approaches. The author noted the correlation of the stages, identified on the basis of various criteria, proposed a table of correspondence between these stages and pointed out the need to identify asymmetries by comparing them
Π’Π΅ΠΎΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠΈΠ΅ Π°ΡΠΏΠ΅ΠΊΡΡ ΡΡΠ½ΠΊΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ
The article examines the startup ecosystem and identifies its characteristics which determine the effectiveness and success of startups - the main producing elements of the system. The author points out the differences between startups and other small business entities, highlights their strengths and weaknesses, justifies the need to consider them within the ecosystems. The author identifies the micro and macro levels of the startup ecosystem which depend on the nature of the impact on startups. At the same time the article focuses on the development of the ecosystem itself, the factors that influence it are highlighted. The analysis of the elements of the startup ecosystem is carried out, theβ―requirements for them are described, based on the results of the study is proposed a theoretical model ofβ―theβ―startup ecosystem. The main characteristics of startups in the ecosystem are highlighted. The nature of relations with organizations and events providing startups with resources - the micro level of the ecosystem are described. A detailed assessment of the role of micro-level elements and their characteristics is given. The proposed model can be used to assess the level of development of a particular ecosystem, search for bottlenecks and problems of its functioning, and develop recommendations for creating and developing a startup ecosystem.Π ΡΡΠ°ΡΡΠ΅ ΠΈΡΡΠ»Π΅Π΄ΡΠ΅ΡΡΡ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΠ° ΠΈ Π²ΡΡΠ²Π»ΡΡΡΡΡ Π΅Π΅ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠΈ, ΠΊΠΎΡΠΎΡΡΠ΅ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠΈΠ²Π½ΠΎΡΡΡ ΠΈ ΡΡΠΏΠ΅ΡΠ½ΠΎΡΡΡ ΡΡΠ°ΡΡΠ°ΠΏΠΎΠ² β ΠΎΡΠ½ΠΎΠ²Π½ΡΡ
ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠΈΡ
ΡΠ»Π΅ΠΌΠ΅Π½ΡΠΎΠ² ΡΠΈΡΡΠ΅ΠΌΡ. ΠΠ²ΡΠΎΡ ΡΠΊΠ°Π·ΡΠ²Π°Π΅Ρ Π½Π° ΠΎΡΠ»ΠΈΡΠΈΡ ΡΡΠ°ΡΡΠ°ΠΏΠΎΠ² ΠΎΡ ΠΏΡΠΎΡΠΈΡ
ΡΡΠ±ΡΠ΅ΠΊΡΠΎΠ² ΠΌΠ°Π»ΠΎΠ³ΠΎ ΠΏΡΠ΅Π΄ΠΏΡΠΈΠ½ΠΈΠΌΠ°ΡΠ΅Π»ΡΡΡΠ²Π°, Π²ΡΠ΄Π΅Π»ΡΠ΅Ρ ΠΈΡ
ΡΠΈΠ»ΡΠ½ΡΠ΅ ΠΈ ΡΠ»Π°Π±ΡΠ΅ ΡΡΠΎΡΠΎΠ½Ρ, ΠΎΠ±ΠΎΡΠ½ΠΎΠ²ΡΠ²Π°Π΅Ρ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ ΡΠ°ΡΡΠΌΠΎΡΡΠ΅Π½ΠΈΡ ΠΈΡ
Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌ. Π Π·Π°Π²ΠΈΡΠΈΠΌΠΎΡΡΠΈ ΠΎΡ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠ° Π²Π»ΠΈΡΠ½ΠΈΡ Π½Π° ΡΡΠ°ΡΡΠ°ΠΏΡ Π°Π²ΡΠΎΡΠΎΠΌ Π²ΡΠ΄Π΅Π»Π΅Π½ ΠΌΠΈΠΊΡΠΎ- ΠΈ ΠΌΠ°ΠΊΡΠΎΡΡΠΎΠ²Π΅Π½Ρ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ. ΠΡΠΈ ΡΡΠΎΠΌ Π² ΡΡΠ°ΡΡΠ΅ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΠ΄Π΅Π»ΡΠ΅ΡΡΡ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠ°ΠΌΠΎΠΉ ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ, Π²ΡΠ΄Π΅Π»ΡΡΡΡΡ ΡΠ°ΠΊΡΠΎΡΡ, Π½Π° ΡΡΠΎ Π²Π»ΠΈΡΡΡΠΈΠ΅. ΠΡΠΎΠ²Π΅Π΄Π΅Π½ Π°Π½Π°Π»ΠΈΠ· ΡΠ»Π΅ΠΌΠ΅Π½ΡΠΎΠ² ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ ΠΈβ―ΠΎΠΏΠΈΡΠ°Π½Ρ ΡΡΠ΅Π±ΠΎΠ²Π°Π½ΠΈΡ ΠΊ Π½ΠΈΠΌ, Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠΎΠ² ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΡ ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Π° ΡΠ΅ΠΎΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠ°Ρ ΠΌΠΎΠ΄Π΅Π»Ρ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ. ΠΡΠ΄Π΅Π»Π΅Π½Ρ ΠΎΡΠ½ΠΎΠ²Π½ΡΠ΅ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠΈ ΡΡΠ°ΡΡΠ°ΠΏΠΎΠ² Π² ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΠ΅. ΠΠΏΠΈΡΡΠ²Π°Π΅ΡΡΡ Ρ
Π°ΡΠ°ΠΊΡΠ΅Ρ ΡΠ²ΡΠ·Π΅ΠΉ Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΡΠΌΠΈ ΠΈβ―ΠΌΠ΅ΡΠΎΠΏΡΠΈΡΡΠΈΡΠΌΠΈ, ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠΈΠ²Π°ΡΡΠΈΠΌΠΈ ΡΡΠ°ΡΡΠ°ΠΏΡ ΡΠ΅ΡΡΡΡΠ°ΠΌΠΈ β ΠΌΠΈΠΊΡΠΎΡΡΠΎΠ²Π½Π΅ΠΌ ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ. ΠΠ°Π΅ΡΡΡ ΡΠ°Π·Π²Π΅ΡΠ½ΡΡΠ°Ρ ΠΎΡΠ΅Π½ΠΊΠ° ΡΠΎΠ»ΠΈ ΡΠ»Π΅ΠΌΠ΅Π½ΡΠΎΠ² ΠΌΠΈΠΊΡΠΎΡΡΠΎΠ²Π½Ρ ΠΈ ΠΈΡ
Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠ°. ΠΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Π½Π°Ρ ΠΌΠΎΠ΄Π΅Π»Ρ ΠΌΠΎΠΆΠ΅Ρ Π±ΡΡΡ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½Π° Π΄Π»Ρ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΠΎΠ²Π½Ρ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΊΠΎΠ½ΠΊΡΠ΅ΡΠ½ΠΎΠΉ ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ, ΠΏΠΎΠΈΡΠΊΠ° ΡΠ·ΠΊΠΈΡ
ΠΌΠ΅ΡΡ ΠΈ ΠΏΡΠΎΠ±Π»Π΅ΠΌ Π΅Π΅ ΡΡΠ½ΠΊΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈ ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΠΈ ΡΠ΅ΠΊΠΎΠΌΠ΅Π½Π΄Π°ΡΠΈΠΉ ΠΏΠΎ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ ΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ
ΠΡΠ°ΠΏΡ ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π° ΡΡΠ°ΡΡΠ°ΠΏΠ°: ΡΡΡΠ½ΠΎΡΡΡ, ΠΏΡΠΈΠ·Π½Π°ΠΊΠΈ, ΠΏΡΠΎΠ±Π»Π΅ΠΌΡ ΠΈ ΠΏΡΡΠΈ ΠΈΡ ΠΏΡΠ΅Π΄ΠΎΡΠ²ΡΠ°ΡΠ΅Π½ΠΈΡ
Understanding the peculiarities of the formation of a startup and of the processes, occurring at the stages of its lifecycle, allows startups to make quickly tactical and strategic decisions in the field of development management, and investors, the state and other entities of the startup ecosystem to implement measures timely to activate the formation and support of startups. The paper uses several approaches to divide the startup lifecycle into stages in accordance with criteria such as product development stages, startup scale, investment rounds. A detailed analysis of the stages of the startup lifecycle, essential characteristics and signs of these stages, potential problems and ways to prevent the identified problems are described for each of the approaches. The author noted the correlation of the stages, identified on the basis of various criteria, proposed a table of correspondence between these stages and pointed out the need to identify asymmetries by comparing them.ΠΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΠΎΡΠΎΠ±Π΅Π½Π½ΠΎΡΡΠ΅ΠΉ ΡΡΠ°Π½ΠΎΠ²Π»Π΅Π½ΠΈΡ ΡΡΠ°ΡΡΠ°ΠΏΠ° ΠΈ ΠΏΡΠΎΡΠ΅ΡΡΠΎΠ², ΠΏΡΠΎΠΈΡΡ
ΠΎΠ΄ΡΡΠΈΡ
Π½Π° ΡΡΠ°ΠΏΠ°Ρ
Π΅Π³ΠΎ ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π°, ΠΏΠΎΠ·Π²ΠΎΠ»ΡΠ΅Ρ ΡΡΠ°ΡΡΠ°ΠΏΠ°ΠΌ ΠΎΠΏΠ΅ΡΠ°ΡΠΈΠ²Π½ΠΎ ΠΏΡΠΈΠ½ΠΈΠΌΠ°ΡΡ ΡΠ°ΠΊΡΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΠΈ ΡΡΡΠ°ΡΠ΅Π³ΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΡΠ΅ΡΠ΅Π½ΠΈΡ Π² ΠΎΠ±Π»Π°ΡΡΠΈ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ΠΌ, Π° ΠΈΠ½Π²Π΅ΡΡΠΎΡΠ°ΠΌ, Π³ΠΎΡΡΠ΄Π°ΡΡΡΠ²Ρ ΠΈ Π΄ΡΡΠ³ΠΈΠΌ ΡΡΠ±ΡΠ΅ΠΊΡΠ°ΠΌ ΡΡΠ°ΡΡΠ°ΠΏ-ΡΠΊΠΎΡΠΈΡΡΠ΅ΠΌΡ ΡΠ²ΠΎΠ΅Π²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎ ΡΠ΅Π°Π»ΠΈΠ·ΠΎΠ²ΡΠ²Π°ΡΡ ΠΌΠ΅ΡΡ ΠΏΠΎ Π°ΠΊΡΠΈΠ²ΠΈΠ·Π°ΡΠΈΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈ ΠΏΠΎΠ΄Π΄Π΅ΡΠΆΠΊΠ΅ ΡΡΠ°ΡΡΠ°ΠΏΠΎΠ². Π ΡΡΠ°ΡΡΠ΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΡΠ΅ΡΡΡ Π½Π΅ΡΠΊΠΎΠ»ΡΠΊΠΎ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΠΎΠ² ΠΊ ΡΠ°Π·Π΄Π΅Π»Π΅Π½ΠΈΡ ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π° ΡΡΠ°ΡΡΠ°ΠΏΠ° Π½Π° ΡΡΠ°ΠΏΡ Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΡΠ°ΠΊΠΈΠΌΠΈ ΠΊΡΠΈΡΠ΅ΡΠΈΡΠΌΠΈ, ΠΊΠ°ΠΊ ΡΡΠ°Π΄ΠΈΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, ΠΌΠ°ΡΡΡΠ°Π± ΡΡΠ°ΡΡΠ°ΠΏΠ°, ΡΠ°ΡΠ½Π΄Ρ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΡ. ΠΠ»Ρ ΠΊΠ°ΠΆΠ΄ΠΎΠ³ΠΎ ΠΈΠ· ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ΠΎΠ² ΠΏΡΠΈΠ²Π΅Π΄Π΅Π½Ρ ΠΏΠΎΠ΄ΡΠΎΠ±Π½ΡΠΉ Π°Π½Π°Π»ΠΈΠ· ΡΡΠ°ΠΏΠΎΠ² ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎΠ³ΠΎ ΡΠΈΠΊΠ»Π° ΡΡΠ°ΡΡΠ°ΠΏΠ°, ΠΈΡ
ΡΡΡΠ½ΠΎΡΡΠ½ΡΠ΅ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠΈ, ΠΏΡΠΈΠ·Π½Π°ΠΊΠΈ, ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΡΠ΅ ΠΏΡΠΎΠ±Π»Π΅ΠΌΡ ΠΈ ΠΏΡΡΠΈ ΠΏΡΠ΅Π΄ΠΎΡΠ²ΡΠ°ΡΠ΅Π½ΠΈΡ Π²ΡΠ΄Π΅Π»Π΅Π½Π½ΡΡ
ΠΏΡΠΎΠ±Π»Π΅ΠΌ. ΠΠ²ΡΠΎΡ ΠΎΡΠΌΠ΅ΡΠΈΠ»Π° Π²Π·Π°ΠΈΠΌΠΎΡΠ²ΡΠ·Ρ ΡΡΠ°ΠΏΠΎΠ², Π²ΡΠ΄Π΅Π»Π΅Π½Π½ΡΡ
Π½Π° ΠΎΡΠ½ΠΎΠ²Π΅ ΡΠ°Π·Π»ΠΈΡΠ½ΡΡ
ΠΊΡΠΈΡΠ΅ΡΠΈΠ΅Π², ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠΈΠ»Π° ΡΠ°Π±Π»ΠΈΡΡ ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΡ ΡΡΠΈΡ
ΡΡΠ°ΠΏΠΎΠ² ΠΈ ΡΠΊΠ°Π·Π°Π»Π° Π½Π° Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ Π²ΡΡΠ²Π»Π΅Π½ΠΈΡ Π°ΡΠΈΠΌΠΌΠ΅ΡΡΠΈΠΈ ΠΏΡΠΈ ΠΈΡ
ΡΠΎΠΏΠΎΡΡΠ°Π²Π»Π΅Π½ΠΈΠΈ
ΠΠΎΠ΄Π³ΠΎΡΠΎΠ²ΠΊΠ° ΡΠΏΠ΅ΡΠΈΠ°Π»ΠΈΡΡΠΎΠ² Π² ΠΎΠ±Π»Π°ΡΡΠΈ ΡΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°: ΠΊΠ°Π΄ΡΡ Π΄Π»Ρ ΡΠΈΡΡΠΎΠ²ΠΎΠΉ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ Π Π΅ΡΠΏΡΠ±Π»ΠΈΠΊΠΈ ΠΠ΅Π»Π°ΡΡΡΡ
The tendencies of development of marketing in conditions of digital transformation of economy are considered in the article. The concept of electronic marketing is presented. The condition of training of specialists in the field of electronic marketing in the Republic of Belarus is described. The necessity of training of specialists in the field of e-marketing on the second stage of higher education is substantiated. The special features of this field of study are distinguished in comparison with the baccalaureate and in comparison with related directions of the master's programm.Β Π ΡΡΠ°ΡΡΠ΅ ΡΠ°ΡΡΠΌΠ°ΡΡΠΈΠ²Π°ΡΡΡΡ ΡΠ΅Π½Π΄Π΅Π½ΡΠΈΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° Π² ΡΡΠ»ΠΎΠ²ΠΈΡΡ
ΡΠΈΡΡΠΎΠ²ΠΎΠΉ ΡΡΠ°Π½Ρ- ΡΠΎΡΠΌΠ°ΡΠΈΠΈ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ. ΠΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½ΠΎ ΠΏΠΎΠ½ΡΡΠΈΠ΅ ΡΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°, Π΄Π°Π½Π° Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊΠ° ΡΠΎΡΡΠΎΡΠ½ΠΈΡ ΠΏΠΎΠ΄Π³ΠΎΡΠΎΠ²ΠΊΠΈ ΡΠΏΠ΅ΡΠΈΠ°Π»ΠΈΡΡΠΎΠ² Π² ΠΎΠ±Π»Π°ΡΡΠΈ ΡΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° Π² Π Π΅ΡΠΏΡΠ±Π»ΠΈΠΊΠ΅ ΠΠ΅Π»Π°ΡΡΡΡ. ΠΠ±ΠΎΡΠ½ΠΎΠ²Π°Π½Π° Π½Π΅ΠΎΠ±Ρ
ΠΎ- Π΄ΠΈΠΌΠΎΡΡΡ ΠΎΡΠΊΡΡΡΠΈΡ ΡΠΏΠ΅ΡΠΈΠ°Π»ΡΠ½ΠΎΡΡΠΈ Β«ΠΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΡΠΉ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Β» Π½Π° II ΡΡΡΠΏΠ΅Π½ΠΈ Π²ΡΡΡΠ΅Π³ΠΎ ΠΎΠ±ΡΠ°Π·ΠΎΠ²Π°Π½ΠΈΡ, Π²ΡΠ΄Π΅Π»Π΅Π½Ρ ΠΎΡΠΎΠ±Π΅Π½- Π½ΠΎΡΡΠΈ Π΄Π°Π½Π½ΠΎΠΉ ΡΠΏΠ΅ΡΠΈΠ°Π»ΡΠ½ΠΎΡΡΠΈ ΠΏΠΎ ΡΡΠ°Π²Π½Π΅Π½ΠΈΡ Ρ I ΡΡΡΠΏΠ΅Π½ΡΡ ΠΈ ΠΏΠΎ ΡΡΠ°Π²Π½Π΅Π½ΠΈΡ ΡΠΎ ΡΠΌΠ΅ΠΆΠ½ΡΠΌΠΈ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡΠΌΠΈ ΠΏΠΎΠ΄Π³ΠΎΡΠΎΠ²ΠΊΠΈ ΠΌΠ°Π³ΠΈΡΡΡΠΎΠ².
Theoretical Aspects of the Functioning of Startup Ecosystem
The article examines the startup ecosystem and identifies its characteristics which determine the effectiveness and success of startups - the main producing elements of the system. The author points out the differences between startups and other small business entities, highlights their strengths and weaknesses, justifies the need to consider them within the ecosystems. The author identifies the micro and macro levels of the startup ecosystem which depend on the nature of the impact on startups. At the same time the article focuses on the development of the ecosystem itself, the factors that influence it are highlighted. The analysis of the elements of the startup ecosystem is carried out, theβ―requirements for them are described, based on the results of the study is proposed a theoretical model ofβ―theβ―startup ecosystem. The main characteristics of startups in the ecosystem are highlighted. The nature of relations with organizations and events providing startups with resources - the micro level of the ecosystem are described. A detailed assessment of the role of micro-level elements and their characteristics is given. The proposed model can be used to assess the level of development of a particular ecosystem, search for bottlenecks and problems of its functioning, and develop recommendations for creating and developing a startup ecosystem
Native advertising: types, advantages and disadvantages
Π Π½Π°ΡΡΠΎΡΡΠ΅Π΅ Π²ΡΠ΅ΠΌΡ ΠΈΠ½ΡΠ΅ΡΠ½Π΅Ρ-ΡΠ΅ΠΊΠ»Π°ΠΌΠ° Π΄Π΅ΠΌΠΎΠ½ΡΡΡΠΈΡΡΠ΅Ρ Π²ΡΡΠΎΠΊΠΈΠ΅ ΡΠ΅ΠΌΠΏΡ ΡΠΎΡΡΠ°, ΡΡΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΠ΅ΡΡΡ, Ρ ΠΎΠ΄Π½ΠΎΠΉ ΡΡΠΎΡΠΎΠ½Ρ, Π΅Π΅ Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΡΠΌΠΈ ΠΏΠΎ ΡΡΠ°Π²Π½Π΅Π½ΠΈΡ Ρ Π΄ΡΡΠ³ΠΈΠΌΠΈ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠ°ΠΌΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΡ, Π° Ρ Π΄ΡΡΠ³ΠΎΠΉ, β ΡΠ²Π΅Π»ΠΈΡΠ΅Π½ΠΈΠ΅ΠΌ ΡΠΈΡΠ»Π° ΠΈΠ½ΡΠ΅ΡΠ½Π΅Ρ-ΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°ΡΠ΅Π»Π΅ΠΉ ΠΈ Π²ΡΠ΅ΠΌΠ΅Π½ΠΈ, ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½Π½ΠΎΠ³ΠΎ ΠΈΠΌΠΈ ΠΎΠ½Π»Π°ΠΉΠ½. Π ΡΡΠ°ΡΡΠ΅ ΡΠΊΠΎΠ½ΡΠ΅Π½ΡΡΠΈΡΠΎΠ²Π°Π½ΠΎ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅ Π½Π° ΠΏΠΎΠΏΡΠ»ΡΡΠ½ΠΎΠΌ, Π½ΠΎ Π² ΡΠΎΠΆΠ΅ Π²ΡΠ΅ΠΌΡ Π½Π° Π½Π΅Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΠΎ ΠΈΠ·ΡΡΠ΅Π½Π½ΠΎΠΌ Π²ΠΈΠ΄Π΅ ΠΈΠ½ΡΠ΅ΡΠ½Π΅Ρ-ΡΠ΅ΠΊΠ»Π°ΠΌΡ β Π½Π°ΡΠΈΠ²Π½ΠΎΠΉ ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅. ΠΠ²ΡΠΎΡ ΠΏΡΠΈΠ²ΠΎΠ΄ΠΈΡ Π΅Π΅ ΠΊΠ»Π°ΡΡΠΈΡΠΈΠΊΠ°ΡΠΈΡ, Π²ΡΠ΄Π΅Π»ΡΠ΅Ρ ΠΏΡΠΈΠ·Π½Π°ΠΊΠΈ, Π²ΠΈΠ΄Ρ, ΠΏΡΠ΅ΠΈΠΌΡΡΠ΅ΡΡΠ²Π° ΠΈ Π½Π΅Π΄ΠΎΡΡΠ°ΡΠΊΠΈ Π½Π°ΡΠΈΠ²Π½ΠΎΠΉ ΡΠ΅ΠΊΠ»Π°ΠΌΡ ΠΈ Π΄Π΅Π»Π°Π΅Ρ Π²ΡΠ²ΠΎΠ΄Ρ ΠΎ ΠΏΠ΅ΡΡΠΏΠ΅ΠΊΡΠΈΠ²Π°Ρ
ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠ°ΠΊΠΎΠ³ΠΎ Π²ΠΈΠ΄Π° ΠΈΠ½ΡΠ΅ΡΠ½Π΅Ρ-ΡΠ΅ΠΊΠ»Π°ΠΌΡ. Currently online advertising shows high growth rates, which is determined on the one hand by its capabilities compared to other advertising tools, and on the other hand by an increase in the number of Internet users and the time they spend online. The article focuses on the popular, but at the same time, insufficiently studied form of online advertising - native advertising. The author gives its classification, identifies the signs, types, advantages and disadvantages of native advertising and draws conclusions about the prospects for the development of this type of online advertising
Π’Π΅Π½Π΄Π΅Π½ΡΠΈΠΈ, ΠΏΠ΅ΡΡΠΏΠ΅ΠΊΡΠΈΠ²Ρ ΠΈ ΠΊΠ°Π΄ΡΠΎΠ²ΠΎΠ΅ ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠ΅Π½ΠΈΠ΅ ΡΠΈΡΡΠΎΠ²ΠΎΠΉ ΡΡΠ°Π½ΡΡΠΎΡΠΌΠ°ΡΠΈΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°: ΠΎΡ ΠΈΠ½ΡΠ΅ΡΠ½Π΅Ρ-ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΊ ΠΠ°ΡΠ’Π΅Ρ Ρ
The article substantiates the importance of ensuring the eο¬ciency and competitiveness of the websites of Belarusian organizations in the context of the active development of the digital economy and internetization. The study showed that Belarus is characterized not only by the quantitative growth of organizationsβ websites, but also by the growth of their functionality and complexity, in which more and more processes are automated, and users perform more and more actions online. In such conditions the implementation of the possibilities of digital marketing and web analytics, as well as a new level of digital transformation of marketing such as MarTech- (MarTech) systems and solutions is critical. At the same time, the competencies of SEO specialists, who traditionally deal with the issues of website promotion on the Internet, are not enough for this. The authors propose a transition of specialists in the Republic of Belarus to a new format β specialists in digital marketing technologies and web analytics, which will be aimed at meeting the growing needs of the national economy.Π ΡΡΠ°ΡΡΠ΅ ΠΎΠ±ΠΎΡΠ½ΠΎΠ²ΡΠ²Π°Π΅ΡΡΡ Π·Π½Π°ΡΠΈΠΌΠΎΡΡΡ ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠ΅Π½ΠΈΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΠΈ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΎΡΠΏΠΎΡΠΎΠ±Π½ΠΎΡΡΠΈ ΡΠ°ΠΉΡΠΎΠ² Π±Π΅Π»ΠΎΡΡΡΡΠΊΠΈΡ
ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠΉ Π² ΡΡΠ»ΠΎΠ²ΠΈΡΡ
Π°ΠΊΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΈΡΡΠΎΠ²ΠΎΠΉ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ ΠΈ ΠΈΠ½ΡΠ΅ΡΠ½Π΅ΡΠΈΠ·Π°ΡΠΈΠΈ. ΠΡΠΎΠ²Π΅Π΄Π΅Π½Π½ΠΎΠ΅ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΏΠΎΠΊΠ°Π·Π°Π»ΠΎ, ΡΡΠΎ Π΄Π»Ρ ΠΠ΅Π»Π°ΡΡΡΠΈ Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠ΅Π½ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΊΠΎΠ»ΠΈΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ ΡΠΎΡΡ ΡΠ°ΠΉΡΠΎΠ² Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠΉ, Π½ΠΎ ΠΈ ΡΠΎΡΡ ΠΈΡ
ΡΡΠ½ΠΊΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎΡΡΠΈ ΠΈ ΡΠ»ΠΎΠΆΠ½ΠΎΡΡΠΈ, ΠΏΡΠΈ ΠΊΠΎΡΠΎΡΡΡ
Π°Π²ΡΠΎΠΌΠ°ΡΠΈΠ·ΠΈΡΡΠ΅ΡΡΡ Π²ΡΠ΅ Π±ΠΎΠ»ΡΡΠ΅ ΠΏΡΠΎΡΠ΅ΡΡΠΎΠ², Π° ΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°ΡΠ΅Π»ΠΈ Π²ΡΠ΅ Π±ΠΎΠ»ΡΡΠ΅ Π΄Π΅ΠΉΡΡΠ²ΠΈΠΉ Π²ΡΠΏΠΎΠ»Π½ΡΡΡ ΠΎΠ½Π»Π°ΠΉΠ½. ΠΡΠΈΡΠΈΡΠ΅ΡΠΊΠΈ Π²Π°ΠΆΠ½ΠΎΠΉ Π² ΡΠ°ΠΊΠΈΡ
ΡΡΠ»ΠΎΠ²ΠΈΡΡ
ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΠ΅Π°Π»ΠΈΠ·Π°ΡΠΈΡ Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΠ΅ΠΉ ΡΠΈΡΡΠΎΠ²ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΈ Π²Π΅Π±-Π°Π½Π°Π»ΠΈΡΠΈΠΊΠΈ, Π° ΡΠ°ΠΊΠΆΠ΅ ΡΠ°ΠΊΠΎΠ³ΠΎ Π½ΠΎΠ²ΠΎΠ³ΠΎ ΡΡΠΎΠ²Π½Ρ ΡΠΈΡΡΠΎΠ²ΠΎΠΉ ΡΡΠ°Π½ΡΡΠΎΡΠΌΠ°ΡΠΈΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°, ΠΊΠ°ΠΊ ΠΠ°ΡΠ’Π΅Ρ
-ΡΠΈΡΡΠ΅ΠΌΡ ΠΈ ΡΠ΅ΡΠ΅Π½ΠΈΡ. Π ΡΠΎ ΠΆΠ΅ Π²ΡΠ΅ΠΌΡ Π΄Π»Ρ ΡΡΠΎΠ³ΠΎ ΠΊΠΎΠΌΠΏΠ΅ΡΠ΅Π½ΡΠΈΠΉ SEO-ΡΠΏΠ΅ΡΠΈΠ°Π»ΠΈΡΡΠΎΠ², ΠΊΠΎΡΠΎΡΡΠ΅ ΡΡΠ°Π΄ΠΈΡΠΈΠΎΠ½Π½ΠΎ ΡΠ΅ΡΠ°Π»ΠΈ Π²ΠΎΠΏΡΠΎΡΡ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ ΡΠ°ΠΉΡΠΎΠ² Π² ΠΈΠ½ΡΠ΅ΡΠ½Π΅ΡΠ΅, Π½Π΅Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΠΎ. ΠΡΠ΅Π΄Π»Π°Π³Π°Π΅ΡΡΡ ΠΏΠ΅ΡΠ΅Ρ
ΠΎΠ΄ Π² Π Π΅ΡΠΏΡΠ±Π»ΠΈΠΊΠ΅ ΠΠ΅Π»Π°ΡΡΡΡ ΠΊ ΠΏΡΠΎΡΠ΅ΡΡΠΈΠΎΠ½Π°Π»Π°ΠΌ Π½ΠΎΠ²ΠΎΠ³ΠΎ ΡΠΎΡΠΌΠ°ΡΠ° β ΡΠΏΠ΅ΡΠΈΠ°Π»ΠΈΡΡΠ°ΠΌ ΠΏΠΎ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡΠΌ ΡΠΈΡΡΠΎΠ²ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΈ Π²Π΅Π±-Π°Π½Π°Π»ΠΈΡΠΈΠΊΠΈ, ΡΡΠΎ Π±ΡΠ΄Π΅Ρ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΎ Π½Π° ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠ΅Π½ΠΈΠ΅ ΡΠ°ΡΡΡΡΠ΅ΠΉ ΠΏΠΎΡΡΠ΅Π±Π½ΠΎΡΡΠΈ Π½Π°ΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎΠΉ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ
Social network Instagram as a tool internet marketing
Π Π½Π°ΡΡΠΎΡΡΠ΅Π΅ Π²ΡΠ΅ΠΌΡ ΠΎΠ΄Π½ΠΎΠΉ ΠΈΠ· Π΄ΠΈΠ½Π°ΠΌΠΈΡΠ½ΠΎ ΡΠ°Π·Π²ΠΈΠ²Π°ΡΡΠΈΡ
ΡΡ ΠΈ ΠΏΠΎΠΏΡΠ»ΡΡΠ½ΡΡ
ΡΠΎΡΠΈΠ°Π»ΡΠ½ΡΡ
ΡΠ΅ΡΠ΅ΠΉ Π² ΠΠ΅Π»Π°ΡΡΡΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΠ½ΡΡΠ°Π³ΡΠ°ΠΌ. Π ΡΡΠ°ΡΡΠ΅ ΠΏΡΠΎΠ²Π΅Π΄Π΅Π½ Π°Π½Π°Π»ΠΈΠ· ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ ΠΠ½ΡΡΠ°Π³ΡΠ°ΠΌ, Π²ΡΠ΄Π΅Π»Π΅Π½Ρ ΠΏΠ»ΡΡΡ ΠΈ ΠΌΠΈΠ½ΡΡΡ ΡΠ°ΠΊΠΎΠΉ ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎΠΉ ΡΠ΅ΡΠΈ ΠΈ ΡΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½Ρ ΡΠ΅ΠΊΠΎΠΌΠ΅Π½Π΄Π°ΡΠΈΠΈ ΠΏΠΎ Π΅Π΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΡ. ΠΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Ρ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΏΡΠΈΠ²Π»Π΅ΡΠ΅Π½ΠΈΡ ΠΈ ΡΠ΄Π΅ΡΠΆΠ°Π½ΠΈΠ΅ΠΌ ΠΏΠΎΠ΄ΠΏΠΈΡΡΠΈΠΊΠΎΠ², Π° ΡΠ°ΠΊΠΆΠ΅ Π²ΡΠ΄Π΅Π»Π΅Π½Ρ ΠΏΠΎΠΊΠ°Π·Π°ΡΠ΅Π»ΠΈ ΠΎΡΠ΅Π½ΠΊΠΈ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΠ°Π±ΠΎΡΡ Ρ ΠΠ½ΡΡΠ°Π³ΡΠ°ΠΌ. Currently, one of the dynamically developing and popular social networks in Belarus is Instagram. The article analyzes the target audience of Instagram, highlighted the pros and cons of such a social network and formed recommendations for its use. Proposed methods for attracting and retaining subscribers, as well as selected indicators for evaluating the effectiveness of working with Instagram