Digital ecosystems in agriculture – new opportunities for marketing and collaboration

this paper examines the role of digital ecosystems in the transformation of the Russian agro-industrial complex and marketing strategies applied within the framework of the agroindustrial complex. The study reveals how digital platforms can become a tool for overcoming key industry problems: the technological backwardness of the industry, market fragmentation and the geographical separation of producers and consumers. The article analyzes how digital ecosystems affect the main marketing objectives – product promotion and interaction with consumers. The paper analyzes in detail the impact of digital ecosystems on the main marketing processes – product promotion and consumer experience management. A step-by-step strategy for the implementation of the digital ecosystem in the framework of the entire Russian agro-industrial complex with the active participation of public-private partnerships is proposed. It is shown what advantages all participants of the agro-industrial complex market receive when implementing the proposed strategy. The conducted research demonstrates that digital ecosystems not only help optimize existing processes and provide new marketing tools, but also become the basis for the sustainable development of agriculture in the future. The implementation of the proposed solutions will allow the Russian agro-industrial complex to significantly increase the competitiveness of enterprises in the domestic market, as well as the efficiency of the entire complex in foreign markets. Results: the analysis of the impact of digital ecosystems on the Russian agro-industrial complex and marketing strategies has been carried out, the key advantages of their implementation and existing barriers have been identified. Conclusion: based on the results of the study, a set of measures has been proposed to overcome existing constraints in agriculture with the help of digital ecosystems, and recommendations have been formulated for the phased implementation of the digital ecosystem.

digital ecosystems, agro-industrial complex, digital transformation, digital platforms, public-private partnership, agriculture