Improving the mechanism of product promotion in modern conditions of new communication activity

The article discusses approaches to improving the mechanism of product promotion in modern conditions of new communication activity. It is established that in modern market conditions, the issue of improving the mechanism of product promotion is of particular importance, which should be aimed at a comprehensive study of the existing problems of the enterprise in the field of product promotion (using quantitative analysis methods, formalized rational decision-making procedures, as well as taking into account the principles of intercultural communication in a new communication environment). Enterprises today face the task of finding ways to effectively use the means of promotion, proper planning of the product promotion system. It was found out that the problem of improving the mechanism of promotion of goods includes a set of issues related to the study of factors affecting the mechanism of promotion in the context of new communication activity, the identification of patterns characterizing the impact of promotion on the main indicators of production and economic activity of the enterprise. At the same time, the diversity of business conditions caused significant differences in strategic and tactical goals in the field of product promotion and ways to achieve them. Russian enterprises can combine elements of both the Japanese model of product promotion and the American one.