Usova Natalia V.

The modern development of digital platforms, ecosystems and digital services has led to the fact that the modern economy has actually become a platform type. A digital platform in a broad sense can be considered as a digital form of organization of relations between platform operators, suppliers and consumers, as well as the procedure for regulating these relations.

The purpose of the study is to propose an original mechanism for managing platform relations between Russia and China based on a cybernetic approach. The main objectives of the research are: to analyze the degree of scientific development of platform relations and cross-border cooperation between Russia and China in the context of the formation of a digital economic model; to develop an original mechanism for managing platform relations between Russia and China, as well as a mechanism for legal regulation of platform relations.

Materials and methods. The research methodology includes analysis, as well as systemic and cybernetic approaches to modeling the mechanism of regulating platform relations.

The theoretical foundation of the research draws upon a wide range of scholarly works by both Russian and international authors. These include studies focused on the evolution of bilateral relations between Russia and China, as well as research examining the development of the platform economy in the context of digital transformation. These works provide a conceptual basis for analyzing emerging trends in cross-border digital cooperation and informs the development of practical models for regulating platform-based interactions in the contemporary economic landscape.

Results and conclusions. The authors propose a cybernetic approach to the formalization and modeling of mechanisms, both in the theoretical aspect and in relation to platform relations. The cybernetic approach makes it possible to model mechanisms in complex dynamic systems in order to solve specific legal problems.

Discussion. The results obtained can be applied in practice in the development of trade and economic relations between Russia and China in the context of permanent transformation processes and sanctions pressure from a number of foreign countries, as well as in scientific activities in such areas as: 1) conducting further research on the platform economy in the context of cross-border trade; 2) supplementing the theoretical basis for the study of platform economies; 3) the proposal of an original methodological toolkit that makes it possible to assess the effectiveness of cross-border cooperation in the context of the development of the platform economy

Within the framework of this article, the authors investigate innovative policy in the service sector. The researchers analyzed the legal framework, identified the conditions for the development of innovation policy in the market of digital financial services, and studied the reasons for the need for state regulation of innovative development. Prospects for the study of this problem are substantiated and its relevance for the development of the economy of the Russian Federation at the present time are formulated. The purpose of this article is to conduct a comprehensive study of the state's innovation policy and instruments of state innovation policy in the financial services market in the transition to the digital economy, to present a system for ensuring the innovative development of enterprises in the service sector. Method of research. To write this article, the authors used such general scientific methods as analysis, comparison, grouping and synthesis. In addition, various sources of information were examined, including legal acts, scientific literature and Internet sources. Based on the results of the study, the authors described the main Russian participants in the innovation infrastructure, and identified the features of innovation policy in Russia. Provision of innovative development of the country are disclosed. The authors’ suggestions for innovative development of the sphere of services at five levels and the characteristics of digitalization in the financial market are introduced. Scientific novelty. This work allowed the authors to identify the specifics of state regulation of innovation in the field of financial services in the conditions of digitalization of the economy.

Purpose. Identification of trends in the development of private banking in Russia, taking into account the specifics of the target audience. The study notes that to date, there has not been a unified approach to the category of “private banking”, which leads to the fact that in some cases, credit institutions position their services as specially provided for customers of the private banking segment, although in fact they correspond only to the level of mass affluent service. However, the study of the customer profiling and his financial status is the basis for the development of investment strategy, significant customer characteristics are: ethnicity, age, marital status, professional affiliation, place of residence of the customer, as well as the purpose and term of investments. When assessing the financial condition of the client, the amount and sources of annual income, the share of the state and the amount of liquid funds that the client plans to place in the credit institution are taken into account. Methods. The methodological basis of the study was general scientific and special methods of cognition. In particular, such methods as analysis, comparison, segmentation and retrospective approach were used. Results. The specificity of domestic private banking, the criteria for segmentation of private banking clients, as well as the characteristics of five groups of services for private banking clients are presented. A retrospective analysis of the development of private banking in Russia is carried out; a comparative analysis of premium packages for particularly important clients of Russian banks is presented. Scientific novelty. The principles of private banking in Russia are highlighted, as well as the trends and specifics of the private banking development in Russia, including changes in the structure of demand and supply of services.

Purpose. To reveal the specifics of the formation the marketing potential of the consumer market of a large city. Methods. The author analyzes the theoretical approaches to the concept of marketing potential and suggests author's approach to this category taking into account specificity of socio-economic development of major cities. Results. On the basis of this analysis the author revealed the features of the factors influencing the process of formation and development the marketing potential of the consumer market of a large city, suggested its graphical representation. Scientific novelty. The author suggested the concept of «market potential of the consumer market of a large city», identified factors that influence its formation and development.

Purpose. Identifying the nature and criteria of segmentation of consumer markets of major cities on the basis of marketing. Methods. The authors carried out an analysis of theoretical approaches to market segmentation and existing segmentation criteria used within the marketing of commercial enterprises. According to the analysis of theoretical approaches the authors identified specific segments of consumer markets of major cities in the Urals and grouped the studied cities. Results. On the basis of this analysis the authors revealed segmentation particularities of consumer markets in major cities, offered additional segmentation criteria and specific segments of the consumer market, as well as recommendations for State power and local self-government bodies aimed at their diversification in the medium term. Scientific novelty. The authors proposed a concept Segmentation of consumer markets of major cities, determined additional criteria for market segmentation, city-specificity, identified and substantiated four main specific segments of consumer markets of major cities, and developed recommendations for consumer markets of the researched cities complex.

Purpose. To study specific features of the use of strategic management in the process of identification and formation of marketing potential of socio-economic development of a large city. Methods. Theoretical approaches of marketing potential are analyzed and specifics of territorial marketing, as a kind of general marketing are revealed. Results. Proceeding from the analysis, marketing capacity is defined as a collection of various types of resources ensuring sustainable socio-economic development of the area, its competitiveness and positioning in the domestic and international markets on the basis of expanded reproduction in accordance with the economic laws and norms. Also, the importance of strategic management in the identification and formation of marketing capacity of socioeconomic development of a large city is justified in the article. Scientific novelty. The essence of marketing capacity of a large city, as well as its place in the process of strategic management of socio-economic development of a large city is identified.