Вестник Института экономики РАН

2017.

This article estimates the question of economic efficiency of the firm – that conducts the new types of relationships «firm-consumer» in internet. The main distinction of a new type is an integration – a very deep connection between agents that are implanted by firm. The question about market power of firm in that case is, of course, actually too. This problem is considered by a different economic theories. It’s obviously on the practice, that a new type of relationships, like a consumer’s loyalty for example, is actual not in every segment of market. In theory, it means that loyalty is not profitable in any cases, but economic theory has not answer, why it’s possible in internet. In this work author makes attempts to find a correct explanation for that. Moreover, author estimates segments, in that loyalty is important, creates a tool for forecast of right moment to change a system «firm-consumer» and makes a practical model for estimating efficiency of new type relationships these agents.

Keywords: efficiency of marketing communications, инновационной маркетинг, Buyer – seller relationships