Strategies and Tactics of Development of the Internet Business in the Sphere of Clothing Trade

Theme of dissertation - Strategies and Tactics of Development of the Internet Business in the Sphere of Clothing Trade. Nowadays the Internet - clothing stores in Russia ceased to be a rarity. In the large cities and regional centers this sphere of activity is well developed. In the Russian market of clothing are present not only national brands, but also well-known European brands. Entrepreneurs develop their online business using a variety of strategies to promote their products in the market. That is why it will be analyzed the strategies and tactics that use the owners of Internet - shops of children's and women's clothing to position themselves and to be competitive among other representatives of this market. The main research question: “What are the strategies and tactics are used by the owners of online clothing stores to promote their products in the market and develop their business? The object is the owners of the Internet - shops of women's and children's clothing in Saint-Petersburg. Strategy of development of the Internet - stores is the subject in this research. The main data collection method is an interview. There were collected 20 in-depth interviews with the owners of the web – business and, also, four observations on offline – points of online - shops. The method of data analysis that used in the work is a procedure of coding in terms of grounded theory. In this dissertationwere classified online – shops of clothing, considered the supply chains, analyzed the content of interaction with the consumers, and identified strategies of owners of Internet - business. According to the empirical analysis, strategies were divided into two types: the "economic" and "quasi - strategies."