УДК 339
DOI: 10.36871/ek.up.p.r.2025.12.05.030

Авторы

Lu Shuai,
People’s Friendship University of Russia

Аннотация

The digital transformation has redefined the global retail environment, and the Russian market is considered one of its most crucial in connection cases, as it has a platform peculiarity and the number of online consumers is increasing rapidly. This is a paper that undertakes a systematic review of literature both in English and Russian language to consolidate the literature on the marketing strategy that can be adopted in e-commerce expansion in Russian furniture market. The review comes up with an effective theoretical framework that blends with classical marketing theory, digital marketing theory, and platform economics. The analysis shows that the effective strategies have strong grounds in the peculiarities of the Russian context. The main success factors are strategies based on product and service deep localization, omnichannel approach based on dominant local platforms, key opinion leader (KOLs)-based promotion strategy, data analytics-based promotion strategy, and dynamic pricing model. Another multi-dimensional matrix that is tracked to review strategy performance is also identified in the review.

Ключевые слова

Russian market, furniture E-commerce, marketing strategies, literature review, platform economy, localization

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