ISSN (print) - 0131-7652

ISSN (online) - 2686-7605

Том 56 № 1 (2026)
Тема номера: «Цена» цены

Ценовые взаимодействия в цифровой экономике: новые возможности и риски

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  • Н.М. Розанова
Н.М. Розанова
Московская школа экономики МГУ имени М.В. Ломоносова; МГИМО МИД России
DOI: https://doi.org/10.30680/ECO0131-7652-2026-1-27-40

Опубликован 29.01.2026

Ключевые слова

  • нелинейное ценообразование; алгоритмическое ценообразование; ценовая политика; цифровые ценовые стратегии; потребитель; цифровая экономика

Как цитировать

1.
Розанова Н. Ценовые взаимодействия в цифровой экономике: новые возможности и риски. ECO [Интернет]. 29 январь 2026 г. [цитируется по 30 январь 2026 г.];56(1):27-40. доступно на: https://ecotrends.ru/index.php/eco/article/view/4934

Аннотация

В статье рассматриваются новые формы ценовых взаимодействий, получившие распространение в цифровой экономике. На основе анализа зарубежных эмпирических исследований выявляются ценовые инструменты, используемые современными компаниями. Показано, что цифровая экономика создает не только новые возможности для инновационных цифровых форматов (алгоритмическое нелинейное ценообразование, персонализированные цены, индивидуализированная ценовая динамика), но и порождает новые угрозы для компаний, связанные с ужесточением конкуренции и нелояльностью клиентов. Ценовое цифровое давление со стороны компаний порождает ответную сложную реакцию покупателей, изменяя ряд элементов оптимального потребительского выбора. Все это приводит к нелинейной зависимости между цифровой активностью фирмы и объемами продаж, доходами и прибылью.
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