The Digital Transformation of Innovative Product Policy in E-commerce: Theoretical and Practical Aspects of Marketing Management and Social Marketing

Abstract

Abstract: The aim of this study is to establish the theoretical and practical foundations of the digital transformation of innovative product policies for e-commerce enterprises based on the integration of marketing management and social marketing tools. Particular attention is paid to defining the role of digital technologies in shaping consumer value, managing the customer experience, and ensuring the competitiveness of enterprises in the digital environment. The research methods include a systematic analysis of academic sources on digital transformation, marketing management, and e-commerce; a comparative analysis of contemporary approaches to developing innovative product policies for e-commerce enterprises; logical-structural analysis of the interrelationships between digital technologies, marketing management, and social marketing, as well as a synthesis of theoretical and practical approaches to managing the innovative product policy of e-commerce enterprises. The results of the study indicate that the digital transformation of e-commerce companies’ innovative product policies contributes to improving product assortment management, implementing personalized product offerings, developing digital sales channels, and shaping the customer experience. It has been determined that marketing management ensures the management of processes for the development, implementation, and promotion of innovative products, while social marketing contributes to the creation of consumer value, increased consumer trust, and the formation of socially responsible product policies for enterprises. The study concludes that the digital transformation of the innovative product policy of e-commerce companies should be based on the integration of digital technologies, marketing management, and social marketing, which ensures the creation of consumer value, enhances the competitiveness of companies, and facilitates their effective development in the digital environment.