DEVELOPMENT OF DIGITAL TOOLS FOR AGRICULTURAL MARKET RESEARCH

Abstract

The production of agricultural products is the basis for meeting human needs and will always remain in demand in society, regardless of the level of technology development. However, in most cases, sales of agricultural products are carried out using traditional methods and technologies, through established channels and connections. And the limited level of awareness and skills in working with digital tools hinder the widespread use of modern digital technologies in the development of agricultural business. Digitalization of agriculture can automate and optimize processes, improve risk management and increase the competitiveness of enterprises. The share of the use of “smart” technologies in Russia is extremely low compared to other countries, which opens up the potential for the introduction of technologies based on digitalization in the agricultural sector. The article analyzes the volatility of the agricultural market. High volatility indicators indicate that the market is changing rapidly, which is why manufacturers should actively implement digital technologies to more quickly analyze the market situation and make management decisions. For example, business analysis of agricultural organizations helps assess the validity of a business plan, predict the risk of bankruptcy, analyze property status and capital, assess the efficiency of capital use and the sustainability of the enterprise in the context of digitalization. Agricultural marketing also plays an important role in the sustainable development of organizations. This, in turn, involves the use of digital marketing tools. The purpose of the study is to consider the level of digitalization of agriculture in Russia, as well as promising areas of digitalization in agriculture. The object of the study is the digitalization of agriculture, and the subject of the study is its impact on the efficiency of production and analysis.