The meaning of the “digital marketing management” concept that takes into account the role of customer impressions and emotional response as prerequisites for activating targeted actions is clarified. It is proved in the paper that one of the most important criteria of digital marketing management effectiveness is the formation of user impressions. The issues of digital marketing management evaluation are generalized. It was found that modern methods of economic evaluation do not take into account the emotional component of content perception. It is proposed to introduce qualitative evaluation of impressions along with quantitative methods of digital marketing management. Digital marketing formats are systematized according to the ability to track customer feedback after interacting with a particular format. It was found that the most popular formats of digital marketing in 2021 were those that take feedback into account. In particular, companies spend their budgets for SMM – 75 %, banner advertising – 71 %, and for sharing they mostly choose social networks: Facebook – 88 %, Instagram – 78 %, Google – 75 % and YouTube – 71 %. Methodical recommendations to substantiate the economic evaluation of digital marketing management are proposed. Based on the concept of impression economy, the method of assessing the impressions of users by reviewing their reactions on social networks is analyzed. SWOT analysis of user impressions is made, and it is proposed to choose digital content, which is more emotional. The proposed methodological recommendations reflect the results of the effectiveness of digital marketing management both in quantitative (assessment of absolute and relative indicators) and qualitative forms (assessment of impressions)
The purpose of the article is to study the current state of assessment and management of credit risk of banks, analysis of the regulatory framework governing credit risk management and the formation of reserves for active operations, as well as identifying ways to stimulate credit activity of banks in modern conditions. The main factors of credit risk by types of credit risks are presented. Particular attention is paid to individual and portfolio credit risk. The types of active operations on which determine the credit risk are defined. The general essence of commercial risk and directly credit risk of commercial banks is considered. Situations which can promote occurrence of credit risks in commercial banks are considered, and also methods and strategy of management by risks of commercial banks are developed. The article considers theoretical issues regarding the content and assessment of credit risk of the bank. The types of credit risk are identified and the characteristics of each of them are given. The complexity of the implementation and maintenance of such management systems is inversely proportional to the efficiency of the use of bank capital, that is, the more complex the method of calculating the risk – the less capital to be deducted on it. When calculating credit risk, the bank consolidates financial assets in accordance with the regulatory act - "Regulations on the determination of credit risk by banks of Ukraine for active banking operations." Indicators of EL, PD, LGD, EAD are assessed, which assess credit risk according to the regulations. The dynamics of credit risk standards of the banking system of Ukraine for 2009-2019 is considered. Statistics show that in 2019, almost all indicators of the loan portfolio are non-performing loans. Non-performing loans are loans that are doubtful or uncollectible until repayment. The quality of the loan portfolio with such a share of non-performing loans is a factor of inhibition and systemic risk. The calculations presented in the article show that state banks have the greatest credit risk, the share of non-performing loans does not decrease, even to 60%. Banks with a state share, not including Privatbank, are trying to reduce the level of lending risks. Recommendations for minimizing banking risk in financial activities are given.
Introduction. The paper is devoted to the problems of research of features and modern mechanisms of economic regulation of foreign economic activity of enterprises in Ukraine. The purpose of the paper is to improve the scientific and methodological basis for stimulating the development of foreign economic activity of enterprises and substantiation of the theoretical foundations of foreign economic activity of enterprises in order to further their development in the today's globalized world. Results. It is determined that one of the problems of foreign economic activity of enterprises is the problem of inefficient management system, lack of strategic and marketing approaches to enterprise management, and enterprises more often use the technique of short-term adaptation. An enterprise focused on the development of foreign economic activity should develop approaches to improve international marketing, especially in terms of making effective management decisions based on the processing of a significant amount of information data and assessing the factors of the international market environment. The main condition for the adaptation of enterprises to the rapidly changing external environment may be the formation of a system of strategic planning, which provides a more rational use of limited resources, promotes consistent development and implementation of management decisions, focuses on sustainable development in market conditions. The management staff should clearly formulate the principles of strategic research in order to intensify foreign trade in industrial enterprises, and most importantly – formed a marketing strategy for foreign trade. The main means of increasing the potential of foreign economic activity of enterprises are the formation of such economic conditions that would allow due to modernization of production to increase domestic production and services, introduce innovative technologies. Conclusion. In order to improve the foreign economic activity of Ukrainian enterprises, it is proposed to implement a policy aimed at increasing merchandise exports by introducing innovative developments to improve the quality of domestic products, which must meet international norms and standards necessary to create a sufficient level of competitiveness in domestic markets.
The article is devoted to the analysis, generalization and systematization of existing scientific and methodological approaches to assessing the level of production potential, which is the basis for assessing the quality of the management system and strategic development of the enterprise. It is noted that machine-building enterprises are characterized by the use of groups of indicators of the use of material, energy, labor and financial resources, equipment loading and efficiency of production and economic activities. It is proposed to use certain components of the potential that provide the greatest impact on the activities of the enterprise. The main components of the production potential of an industrial enterprise are determined, which can be divided into two categories - capacity and efficiency of the potential. It is stated that the analysis of the impact of certain factors on the enterprise makes it possible to assess the current level of its development and help determine further development strategy, so depending on the field of research and taking into account their own scientific views, researchers justify different groups of factors influencing enterprise development. It is proposed to introduce an information system of adaptive management of strategic development to ensure effective interaction of structural units of the enterprise in the process of solving the functional tasks of modeling assessment, forecasting, scenario planning and control of production processes. On the basis of the information system the methodical approach to an integrated estimation of production potential of the enterprise is presented. It is concluded that it is most rational to use the methods of multidimensional statistical analysis for integrated assessment of production potential on the basis of indicators that reflect the quantitative indicators of its components. It is noted that the existing scientific and methodological approaches are based on criteria different in objectives and are designed to solve specific problems. Conclusions are made on further development of strategic decisions based on the assessment of the level of production potential.
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