Formation of structures of social type round producers as modern approach to the organization of market communications
In modern conditions of large producers tend to increase the efficiency of commercial activities by using, along with traditional methods of communication, new mechanisms and regulation of relationships. The article deals with the issues of participation of sellers in the conferences of suppliers, which, in the opinion of the author, are a form of realizing the potential of social structures. In particular, the approach to the organization of market communications in the formation and operation of social structures, is aimed at building closer relations between suppliers and consumers. This means that the relationship between them, in addition to the market and administrative instruments are governed by social incentives. In these circumstances, substantially increasing the role of accumulated reputation that serves as a guarantee, reducing the possibility of unpredictable or opportunistic behavior of players. In addition, participation in group activities helps to further focus attention on the part of industry and regional mass-media, web resources, which could positively affect the corporate image. Participants receive necessary feedback (surveys, questionnaires, brainstorming issues), a platform for collective protection of their interests, as well as acquire the social environment through the exploitation of a new database for analysis and forecasting of commercial and production activities and the situation on the market. New opportunities and threats for vendors and consumers, market communications in collective meetings are examples of contemporary practices of Russian enterprises.