At present, intensification of innovation activity is recognized as the priority direction in the operation of agrarian enterprises. It is determined that this, first of all, requires the formation of a qualitatively new system of marketing provision for innovative development of agricultural producers, introduction of modern information and communication technologies, and the use of digital marketing instruments. Therefore, the research is aimed at substantiating and developing proposals to improve the effectiveness of innovative development of agrarian enterprises with the use of marketing instrumentarium. To achieve the aim, research methods such as analysis and synthesis, comparison, generalization, statistical analysis, structural and logical method, systematization are applied. The indicators of innovative development of food production enterprises are analyzed in accordance with KVED-2010. The key factors that determine the feasibility of using marketing instrumentarium in the innovative development of agrarian enterprises are identified. The main advantages of using information and communication technologies as an important marketing instrument in the innovative activities of agrarian enterprises are defined. Global trends in the development of the digitalization process in agriculture are examined. The peculiarities of digital channels for the promotion of agrarian products are considered, which include content marketing (SEO, SERM, SMM, PR content, e-mail marketing, ORM); digital advertising (contextual, targeted, media advertising); multichannel promotion; web-analythics. The directions of intensification of innovation activities of agrarian enterprises with the use of marketing instruments are defined, which are conventionally systematized by eight groups: operational response; budget optimization; remote mode and taking care of the team; assistance to agrarian business through the growth of corporate social responsibility and implementation of social initiatives; marketing strategy adjustments; transformation of communication mix and portfolio of innovative products; e-com enhancement, focus on trade marketing.
к. е. н., доцент, доцент кафедри маркетингу, Дніпровський державний аграрно економічний університет ORCID ID: 0000 0003 1879 6310 Л. С. Безугла, к. держ. упр., доцент, доцент кафедри маркетингу, Дніпровський державний аграрно економічний університет ORCID ID: 0000 0002 6520 4325 process, the concept of agro food policy should be oriented to the solution tasks such as food security, sustainable rural development, strengthening the country's position on global agro food market. The dynamics of export and import of agro food products is analyzed. Proposals have been made on the effective formation and functioning of the domestic agro food market. ТЕНДЕНЦІЇ ТА ЗМІНИ ПРІОРИТЕТІВ НА ЄВРОПЕЙСЬКОМУ РИНКУ СІЛЬСЬКОГОСПОДАРСЬКОЇ ПРОДУКЦІЇ Marketing research of agricultural market of Ukraine and European countries was conducted. The modern commodity structure of export (import) is analyzed. On the basis of the analysis of the current state of foreign trade development in Ukraine and the countries of Europe, the formation tendencies of the agrarian market conditions are substantiated. Positive market changes that will occur in the orientation of the domestic agricultural sector to the European market have been identified. In the article the directions and prospects of its integration into the world agrarian market are determined through the prism of increasing the competitiveness of Ukrainian agriculture. According to the analysis results of the development dynamics of domestic agricultural exports for 2005-2017, it is concluded that there is a tendency for its active growth. It is advisable to expect a positive trend in the future. Increasing export volumes and strengthening Ukraine's position in global agricultural markets require increased agricultural competitiveness and increased cooperation with countries around the world. The theoretical bases of formation and development of the competitive agro food production market are investigated in the article. The current state and peculiarities of the agro food market development in Ukraine in the conditions of the existing competitive environment are considered. Given the current state of the domestic agribusiness sector of the economy, general macroeconomic development, the standard of living of the population, features of geographical location, the presence of environmental problems, as well as Ukraine's position in the system of international division of labor in the conditions of active course of globalization
У статті розглянуто теоретичну сутність та значення маркетингової стратегії діяльності аграрних підприємств. Визначено роль діджиталізації у маркетинговій діяльності аграрних підприємств. Проаналізовано основні перешкоди застосування digital-технологій у побудові маркетингової стратегії аграрних підприємств, серед яких виділено цифрову нерівність, консерватизм аграріїв та відсутність або недостатню кількість фахівців у галузі IT-технологій. Надано практичні рекомендації аграріям щодо інструментів Інтернет-маркетингу, зокрема щодо доцільності використання мережі Інтернет для дослідження ринку сільськогосподарської продукції, реклами у соціальних мережах та реалізації продукції завдяки спеціальним Інтернет-майданчикам. Сформовано стратегічні орієнтири аграрних підприємств за складовими комплексу маркетингу в умовах діджиталізації.
This article examines the role of a brand as a marketing tool for improving the sales of organic products. The study observes the features of the organic brand, namely consumer awareness, trust and brand communications, which influence the purchasing behaviour of consumers. Research shows the relevance of brand development for smallhold farmers’ association in the Ukrainian organic market. Preliminary data on brand-forming factors influencing consumer behaviour were collected by a survey of Ukrainian consumers. The results of the survey revealed a low level of awareness about organic products: 68 per cent of respondents were not familiar with its characteristics. The study presents the conceptual basis of the business model of brand association, and the conditions of its implementation by smallhold farmers who collectively sell an organic product. The authors argue that the implementation of this business model will improve smallhold farmers’ position in the Ukrainian organic market by building dynamic and systematic interactions with consumers.
The article examines the key aspects of the development of marketing research in today's conditions. The opinions of scientists on the essence of the concept of marketing research are analyzed. It is established that in a market economy, marketing becomes a business philosophy and at the same time its most important tool that allows you to track changes in the business environment and adjust on this basis the strategy and tactics of the enterprise. The article examines in detail the state of the market of market research in Ukraine, and determines its volume in monetary terms. In modern economic conditions to ensure the economic development of enterprises are forced to constantly monitor and increase the economic efficiency of their activities. The most important part of the activities of enterprises interested in achieving sustainability or dynamic development is marketing research, as they require identifying an urgent problem of operational, tactical or strategic activities of the object and start the process of searching, collecting, collecting data, processing them in order to make a decision. The volume of orders for marketing research in Ukraine was also analyzed. It is proved that marketing research is gradually ceasing to be only one of the activities of enterprises, and is becoming a fundamentally new type of service. It has been proven that increasing the role of the market of marketing research has a significant impact on the economic potential of economic entities. Summing up the study, we note that marketing research is one of the main functions of marketing that connects marketers with markets, competitors, consumers, and a set of elements of the external marketing environment, is the systematization and analysis of data from various areas of marketing. Any company operating in the market operates in a marketing environment, namely the set of forces and factors that affect its management. However, the complex economic situation in the world associated with the global pandemic poses new challenges to marketing research companies and requires the use of innovative marketing research tools to maintain and improve the market for marketing research in Ukraine.
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