Digital transformation of marketing strategies of the construction small and medium-sized enterprises

Abstract

The subject of this research is the digital transformation of marketing strategies and development strategies of the construction small and medium-sized enterprises. The object of this research is the construction small and medium-sized enterprises in the conditions of modern digital economy and the global socioeconomic crisis caused by the COVID-19 pandemic. The goal of this article consists in the analysis of peculiarities of digital transformation of marketing strategies and development strategies of the construction small and medium-sized enterprises. The research data was collected via he method of in-depth interviews with the representatives of Russian construction small and medium-sized enterprises, and analyzed using the method of thematic analysis. The hypotheses were advanced and proved on the the impact of digital transformation of marketing strategies of the construction small and medium-sized enterprises upon their competitiveness in the conditions of modern digital economy. The article indicates the growing role of digital transformation of the construction small and medium-sized enterprises in the conditions of modern digital economy and global socioeconomic crisis caused by the COVID-19 pandemic. As a result of research, the author obtained the key characteristics of digital transformation of the construction small and medium-sized enterprises, including the questions of awareness of the informants about digitalization, digital transformation marketing strategies and development strategies of the informant companies, level of digital literacy of the employees of the construction small and medium-sized enterprises, barriers and changes in the process of digitalization, forecasts for the future digital development of the construction small and medium-sized enterprises, and personal perception of digital transformation by the informants. The acquired data can be used by the construction small and medium-sized enterprises in development of the technology for creating digital strategy, formulation of the corresponding scientific-methodological and practical recommendations in the area of their innovation development.