HOW PRICING STRATEGIES ARE FORMED IN DIGITAL MARKETING AND ONLINE SALES AND HOW THEY AFFECT ECONOMIC EFFICIENCY

This article provides a comprehensive scientific analysis of the economic essence of pricing strategies in digital marketing and electronic commerce systems, as well as the factors influencing their formation. The study examines algorithmic pricing (dynamic pricing), the use of psychological pricing models, the impact of traffic and advertising costs on pricing, commission policies of online platforms, real-time consumer behavior (customer journey), price monitoring based on big data and artificial intelligence technologies, and the level of development of logistics infrastructure as key determinants. The findings confirm that the pricing process in the digital market is multifactorial, dynamic, and adaptive in nature, and they serve as a theoretical and practical basis for developing effective pricing strategies for e-commerce entities.本文对数字营销（digital marketing）与电子商务系统（electronic commerce systems）中定价策略的经济本质及其形成影响因素展开了全面的科学分析。本研究考察了算法定价（algorithmic pricing）、动态定价（dynamic pricing）、心理定价模型的应用、流量与广告成本对定价的影响、在线平台佣金政策、实时消费者行为（客户旅程customer journey）、基于大数据与人工智能技术的价格监测，以及物流基础设施发展水平等关键影响因素。研究结果证实，数字市场中的定价过程具有多因素性、动态性与自适应特性，可为电子商务主体制定高效定价策略提供理论与实践依据。