Обозначено значение бренда как инструмента управления маркетинговым поведением субъекта в условиях структурных преобразований в экономике. Сформулированы требования к созданию рациональных бренд-коммуникаций для повышения конкурентоспособности бренда. Бренд рассмотрен как открытая и вариативная система, составляющие которой изменяют смысл в создаваемых маркетингом контекстах. Определена закономерность потребительского выбора под воздействием таких факторов, как доверие, статус и стиль жизни. Разработана модель управления бренд-коммуникациями в условиях адаптации маркетингового поведения субъектов к запросам потребителей при реструктуризации производственной сферы в интересах обеспечения экономического роста бизнеса. Обозначена взаимосвязь составляющих бренда (миссия, доверие, статус и стили жизни потребителя, история товаропроизводителя и др.) с маркетинговым инструментарием (архетипы, традиционные и нетрадиционные маркетинговые коммуникации), активизирующем процессы структурных преобразований в производственном секторе экономики
The article highlights the factors that may affect structural modernization of the industrial production sphere. Its economic substance and managerial identity are revealed. A conceptual model of managing functioning and development of a region's industrial complex in the way of the "restructuring" factor is suggested. Dominant features of structural modernization are defined. The mechanism for managing structural modernization of a region's industry is described.
Solving the problems of business growth in modern conditions requires effective management of the ever-increasing system of market relations between business and consumers, partners and other participants in the communication space. The increasing role of marketing communications in resolving motivational and resource contradictions between market participants is substantiated. The influence of various potentials on the formation of sources of effective functioning and business development is indicated. Different points of view regarding communication as a category determining the formation of "confidence" as a tool for managing the competitive position of an enterprise are considered. The nature of communication divergence is revealed in the construction of marketing fields of interacting subjects. The need to consider the interrelationship of different resources (labor, intellectual, communication, cognitive, motivational) as the basic components determining the state of the capital (moral, motivational, marketing-behavioral) formed by the subject is identified. A resource approach to building trust in business is proposed. The influence of organizational culture on the implementation of a positive marketing mimicry of business to the requirements of a competitive market is indicated. The model of the enterprise competitive position management by means of increasing the confidence to business in terms of building the marketing communication field is offered.
The article highlights instability of the socio-economic environment of the national economy as a result of asymmetry of marketing behavior of entities, government and business that arises in the process of growing internal and external motivational and resource contradictions between them. There has been substantiated the problem of generating recessionary processes and phenomena in the economy because of the unbalanced motivations of stakeholders to achieve the consensus. The problems of low economic growth are indicated as a result of ignoring the interests of the lower stratification classes and underestimating the impact of the human factor on positive changes in all spheres of society. The generalized characteristic of crisis processes and phenomena in the national economy has been given. The sources of economic growth potential formation have been shown. The results of analyzing the enlarged factor groups that affect economic growth in the national economy and the development of enterprises have been presented. The law of marketing reflection as an instrument of economic development management has been formulated. Strengthening the competitive position of the business sector in unstable economy is noted to require the greater influence of government intervention into the processes of transformations and changes in society and business on the basis of resolving the conflicts between the entities in terms of strengthening the social vector of development. There has been proposed the marketing and resource approach to crisis management in conditions of a priori instability that provides changing the marketing behavior of entities in terms of resource limits and manifestations of the recessionary trends. The model of economic growth management in the socio-economic system as an element of crisis management in conditions of a priori instability has been presented.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.