Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences Вестник Кемеровского государственного университета. Серия: Политические, социологические и экономические науки 2500-3372 2542-1190 98177 10.21603/2500-3372-2025-10-4-603-610 krvkou Экономика и управление: теория и практика Economics and Management: Theory and Practice Экономика и управление: теория и практика New Approach to Knowledge Management in Marketing Teams of IT Companies Разработка подхода к управлению знаниями в маркетинговых командах IT-компаний Пигарев Вячеслав Антонович Pigarev Vyacheslav Antonovich workpigarev@gmail.com

аспирант экономических наук;

graduate student of economic sciences;

 Буньковский Владимир Иосифович Bunkovsky Vladimir Iosifovich

докторант экономических наук;

doctoral candidate of economic sciences;

 Иркутский национальный исследовательский технический университет Irkutsk Россия Irkutsk State Technical University Irkutsk Russian Federation Иркутский национальный исследовательский технический университет Иркутск Россия Irkutsk National Research Technical Universit Irkutsk Russian Federation 01 12 2025 01 12 2025 10 4 603 610 03 05 2025 30 06 2025 https://jsocnet.ru/en/nauka/article/98177/view

Рассмотрена проблема управления знаниями в маркетинговых отделах IT-компаний, функционирующих в условиях высокой динамики кадров и быстрого технологического обновления. Отсутствие системного подхода к управлению знаниями приводит к потере информации, снижению качества решений и увеличению времени адаптации новых сотрудников. Новизна статьи заключается в адаптации классических моделей системы управления знаниями к специфике маркетинга в российских IT-компаниях. Цель – разработать и внедрить систему управления знаниями в маркетинговых командах IT-компаний, которая позволит минимизировать потери знаний, ускорить адаптацию новых сотрудников и повысить эффективность рабочих процессов. В работе использовались методы: наблюдение, полуструктурированные интервью, анализ KPI и сотрудников (показатели: срок адаптации, количество ошибок, скорость доступа к информации, удовлетворенность сотрудников информированием), контент-анализ внутренних документов. В маркетинговую команду АО «Испменеджер» (n = 12) внедрена система управления знаниями с комбинированной архитектурой (по проектам / продуктам и отделам) на базе Google Docs. Внедрение сопровождалось обучением сотрудников, регулярной актуализацией базы знаний и интеграцией в процесс адаптации новых специалистов. Эффективность измерялась по показателям адаптации, скорости доступа к информации и удовлетворенности сотрудников информированием. Установлено снижение времени адаптации на 33 %, поиска информации – на 60 %. При этом уровень удовлетворенности вырос на 57 %. Разработанный подход может быть использован другими малыми кросс-функциональными командами в IT-секторе. Также обозначены перспективы автоматизации системы управления знаниями и дальнейших исследований влияния качества документации на результативность сотрудников.

Marketing departments in IT companies may face certain knowledge management issues if they have to deal with rapid personnel flow and technological progress. A poor systematic approach to knowledge management leads to information gaps, wrong decisions, and long adaptation time for new employees. The authors adapted the conventional knowledge management models to the specifics of marketing in Russian IT companies to minimize knowledge gap, accelerate the adaptation period for new employees, and improve their performance. The research relied on the methods of observation, semi-structured interviews, and content analysis of corporate documents. The KPI and employee analysis covered such indicators as adaptation period, number of errors, speed of access to information, and satisfaction with information availability. The case study of a marketing team (AO Ispmanager; n = 12) describes a new type of knowledge management with a combined architecture (by projects / products and departments) based on Google Docs. The team trained new employees, regularly updated their databases, and integrated new specialists into the adaptation process. The effectiveness was measured by adaptation, speed of access to information, and employees’ satisfaction with data availability. The results showed a 33% decrease in adaptation time and a 60% decrease in search time. The satisfaction level increased by 57%. The new approach can be used by other small cross-functional teams in the IT sector. The study prospects include automatization and research into the impact of documentation quality on motivation and performance.

 управление знаниями база знаний потеря знаний IT-компания адаптация сотрудников эффективность персонала передача опыта knowledge management knowledge base knowledge gap IT company employee adaptation personnel efficiency experience transfer

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