Structural and dynamic analysis of the auto parts market: challenges and opportunities for marketing strategies

The article discusses the problems and prospects of development of participants in the automotive spare parts market in the context of globalization and the spread of the influence of online trading tools. The result is the aggregation of structural transformations of the market and the definition of effective tools for promoting the subjects of the automotive spare parts market on the Internet. The proposals for improving the effectiveness of the marketing strategy of enterprises in this market are substantiated. The above analysis and this economic assessment of the prospects for improving the marketing policy of market entities in the context of structural transformations will allow us to develop an effective strategy for improving the effectiveness of marketing communications of enterprises in the modern automotive spare parts market.