Науковий вісник НГУ

Marketing mechanisms for improving the efficiency of industrial enterprises

• 
• 

User Rating:  / 1

PoorBest 

Details

Category: Content №1 2020

Last Updated on 09 April 2020

Published on 10 March 2020

Hits: 3525

Authors:

O.Yu.Mohylevska, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0001-8482-7950, Kyiv International University, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

L.V.Romanova, Dr. Sc. (Econ.), Prof., orcid.org/0000-0003-2292-6616, Interregional Academy of Personnel Management, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.; This email address is being protected from spambots. You need JavaScript enabled to view it.

V.P.Zalizniuk, Cand. Sc. (Econ.), orcid.org/0000-0002-7014-0207, Interregional Academy of Personnel Management, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.; This email address is being protected from spambots. You need JavaScript enabled to view it.

N.V.Коvalenko, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0001-8011-1373, National Aviation University, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

S.M.Demydiuk, Cand. Sc. (Econ.), orcid.org/0000-0001-7911-7460, Academician Stepan Demianchuk International University of Economics and Humanities, Rivne, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu. 2020, (1):165-170
https://doi.org/10.33271/nvngu/2020-1/165

 повний текст / full article

Abstract:

Purpose. The paper deals with the problems of formation and application of marketing mechanisms to increase the efficiency of industrial enterprises. Under the current economic conditions of the development and course of globalization processes, ensuring the effective activity of leading industries and their subordinate enterprises is a matter of extreme topicality and urgency. Timely and purposeful use of marketing mechanisms in the business activity of an enterprise is the key to its progressive development.

Methodology. In the course of the works, the methods of theoretical generalization, comparison, synthesis, analysis were used to reveal the general principles and to determine the basic categories of the study.

Findings. The application by industrial enterprises of an integrated approach based on the close interaction of market mechanisms and the production process with mandatory relying on modern marketing mechanisms is necessary to increase their efficiency. Increased competition caused by globalization processes is forcing industrial enterprises to improve their performance and manage their monitoring in order to influence the competitiveness of their products. Under the current conditions of development, there is a need to intensify marketing mechanisms in the activities of industrial enterprises, which will lead to the acquisition of leadership positions in the market and provide competitive advantages in it. The analysis of scientific publications made it possible to systematize approaches to gaining competitive advantages. It is established that in order for marketing mechanisms for improving the efficiency of industrial enterprise operation to give maximum effect, it is advisable to apply innovation. It was analyzed how marketing and organizational innovations were implemented at industrial enterprises. It is established that flexible production systems with the use of marketing approaches should play a key role in ensuring the economic process and organization of production at an industrial enterprise.

Originality. The scientific research conducted reveals the need to find and propose marketing mechanisms to improve the efficiency of industrial enterprises, which is especially relevant in the context of economic and political instability and the uncertainty of environmental factors. The results of the research made it possible to determine the stages of application of the innovation profile in these marketing mechanisms. Based on the analysis of innovation activity of industrial enterprises, it is determined that the problems of inhibiting innovative progress relate not only to technical or technological processes, but also to marketing approaches and mechanisms for organization of production and sales of products. The information obtained serves as a catalyst for defining a comprehensive approach based on the close interaction between market mechanisms and the production process, with mandatory relying on modern marketing mechanisms.

Practical value. The results of the study can be used by practitioners, scientists, government officials to apply marketing mechanisms and a systematic approach in managing and organizing production at industrial enterprises, which will influence the improvement of the competitiveness of the Ukrainian industry as a whole.

References.

1. Shtuler, I. (2015). Innovative approach to determining integrated marketing communications to ensure development of national forest complex. A new role of marketing and communication technologies in business and society: local and global aspects: collective monograph. Publishing House Science and Innovation Center, Ltd.

2. Hakyeon, L., Sang Gook, K., Hyun-woo, P., & Pilsung, K. (2013). Pre-launch new product demand forecasting using the Bass model: A statistical and machine learning-based approach. Technological Forecasting and Social Change, 86, 49-64.

3. Korzh, M., & Zhukov, S. (2013). Psychological aspects of change management in the industrial marketing. Journal of Law and Psychology, 4(1), 28-37.

4. Internet-trends of 2019. Statistics and facts in the USA and in the whole world. Retrieved from https://uk.vpnmentor.com/blog.

5. Solokha, D. (2013). Marketing principles of positioning of innovative-active enterprises in the international economic space. In Marketing of innovations and innovation in marketing: collection of theses of lectures of VІI International scientific-practical conference, (pp. 261-262). Sumy. Retrieved from https://essuir.sumdu.edu.ua /bitstream/123456789/37525/1/Solokha_international%20economics.pdf.

6. Shtuler, І. (2014). Organizationally-economic pre-conditions of construction of the program of enterprise innovative development. Systems of making decision in an economy, technique and organizational spheres: from a theory to practice: collective monograph. АRТ Sintes–Т.

7. Оklander, М., & Pedko, І. (2016). Prognostication distribution of innovative or import replaceable production by the enterprises-producers of concrete. Economic Bulletin of the National Technical University of Ukraine “Kyiv Polytechnic Institute”, (13), 385-390.

8. Zhukov, S. (2017). Management by the industrial marketing on enterprises: monograph. NАU.

9. Zuhaimy, I., & Noratikah, A. (2013). New product Demand Forecast based on Bass Diffusion Model. Journal of Mathematics and Statistics, 9(2), 84-90.

10. Zhuk, І. М. (Ed.) (2017). Statistical annual of Ukraine for 2017. Retrieved from http://www.ukrstat.gov.ua.

11. Каrmаzіn, О. О. (Ed.) (2018) Scientific and innovative activity in Ukraine in 2017. Retrieved from http://www.ukrstat.gov.ua.

12. Кuznetsov, M. S. (Ed.) (2019). Scientific and innovative activity in Ukraine in 2018. Retrieved from http://www.ukrstat.gov.ua.

13. Gantsura, А., & Коvalenko, N. (2017). Features of the marketing dropshopping in the system of electronic commerce. Naukovyi Visnyk Uzhhorodskoho Natsionalnoho Universytetu. Seriia: Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo, 15(1), 72-75.

14. Paryzkyi, І. (2017). Competitiveness of national economy as prominent criterion of innovative-technological development of Ukraine economy. Economy and State, 3, 47-50.

15. Romanenko, Y. O., & Chaplay, I. V. (2016). Marketing communication system within public administration mechanisms. Actual Problems of Economics, 178(4), 69-78.

• < Prev
• Next >