Formation of communication politics in the innovative projects by food trade companies

The aim of the article. The aim of the article is to determine the characteristics of communicational politics formation by trade enterprises in the process of Internet technologies implementation.The results of the analysis. Scientific novelty of this research is provisions, conclusions and recommendations for solving scientific and applied problems of improving communication politics by trading enterprises.The practical significance of the research results is to develop theoretical and methodological provisions allowing to form an effective communication politics in trading companies.Author found that Internet technology provides trading companies opportunities to expand the boundaries of markets for products, to provide consumers complete information about the product and to create new means for conducting competition. So, the introduction of such innovations requires companies to implement a set of measures based on chosen strategy of their own innovation. Author focuses on the need to determine the amount of costs of Internet project implementation. Variants of functioning online stores formats which differ in terms of implementation complexity, the cost of installation are described in the article. Author notes that in modern practice of marketing communications companies are treated as supporting activity and analyzed separately but not in combination with other market elements. Therefore, the methodology and algorithm of complex communication implementation require more attention.Among the main purposes of communication politics of the innovation project author includes informing consumers about the new way of buying, products range and its update, products quality, prices etc.; sales promotion by the new channel and creation of a favorable image of the trademark company, the formation and maintenance of consumer commitment to a new sales method using online technologies of business supporting, friendly relations between business partners and the public; motivate consumers to purchase products by means of Internet technology. Author proposes to apply the algorithm to develop complex communication when implementing Internet technologies. Another named feature of marketing politics is that promoting new food distribution channels in the virtual environment and the physical world, which allows direct the range of marketing activities on the target audience geographically, in time, as well as analysis of user behavior and optimize the budget costs of promotional activities. The third feature is the consideration stage of the Internet technologies lif