Registration Number
0220U104629,
0120U100637
, R & D reports
Title
Formation of marketing innovations in the context of enterprise development
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Head
Kulchytska Nadiia Ye., Кандидат економічних наук
Registration Date
24-12-2020
Organization
Ternopil National Economic University
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The object of research - the processes of marketing to ensure the competitiveness of the enterprise. The purpose of the study is to substantiate the theoretical and methodological foundations of the application of marketing innovations in the enterprise to increase its competitiveness. Research methods - observation, comparison, evaluation, analysis, synthesis, induction and deduction, graphical, computational, generalization, systematization. Theoretical results - research of theoretical and scientific-methodical aspects of formation of marketing innovations in the direction of maintenance of competitiveness of the enterprise. Practical results - the key internal and external marketing factors influencing a condition of development of the enterprise are defined, experience of introduction of marketing innovations by the enterprises of the EU countries is investigated, the system of marketing innovative actions and ways of increase of efficiency of their use in activity of FOP Gavorchaka OD is offered. research previously analyzed provisions have been further developed. In particular: the process of formation of marketing innovations at the enterprise is characterized, which will help reduce costs, increase productivity, improve customer service and generally increase the level of competitiveness of the enterprise, which is so necessary in the current conditions of survival in the domestic market; the implementation of Internet marketing in ensuring the competitiveness of FOP Gavorchaka OD, in particular the use of SM-marketing (SMM - Social Media Marketing), ie work with traffic and promotion of products in social media: social networks, personal blogs, video hosting, news portals, any other places of concentration of Internet users; describes the strategy of development of FOP Gavorchak OD under the influence of innovative marketing tools, namely the implementation of: software and equipment for technology "queue killer"; cash office automation in the store.
Product Description
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Verbitska Inesa I.
Dermanska Liudmyla V.
Kulchytska Nadiia Ye
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2020-12-24
