Registration Number
0224U031981,
(0120U102961)
, R & D reports
Title
Marketing support for the development of the region agri-food enterprises market
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Механізм реалізації програми маркетингового забезпечення розвитку ринку агропродовольчих підприємств регіону
Head
Vasylchenko Lidiia S., Кандидат економічних наук
Kolomytseva Olena V., Доктор економічних наук
Registration Date
10-07-2024
Organization
Cherkasy State Technological University
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The aim of the research project is to provide marketing support for the development of the region agri-food enterprises market to rationalize food consumption and provide a comprehensive solution to social, economic and environmental problems of society sustainable development
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The current state of the national and regional markets of food products, including ecologically clean ones, was studied and the possibilities of their development based on the activation of marketing tools were assessed. The main theoretical approaches to
determining the place and essence of marketing in the region and its role in the formation of the market of agro-food enterprises and the justification of the methodological foundations of its development were systematized and summarized. The
expediency of prioritizing the formation of the market of agro-food enterprises, taking into account SMART - specialization of regions based on the use of marketing tools and the development of a system-structural model to ensure its sustainable
functioning, was substantiated. Cause-and-effect relationships between the processes of food production, its sale and demographic consequences were revealed. Key marketing tools were identified and systematized, which allow the most
effective influence on the market of agro-food enterprises within the framework of coordination of economic, environmental, and social tasks. The analysis of world experience and modern trends in the implementation of the SMART concept -
specialization in the formation of a fundamentally new program for the development of the agro-food market in the region was carried out. The current state of the national and regional markets of food products, including ecologically clean ones, was
studied and the possibilities of their development based on the activation of marketing tools were assessed. An organizational and economic mechanism for managing the market of agro-food products has been developed based on the use of marketing
tools, taking into account life cycle models. A matrix for the selection of "food" marketing strategies and justification of the possibilities of their use, taking into account the specifics of the development of the regional food market, was developed.
Product Description
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Akhtoian Arman N.
Berezina Olena Yu.
Burtseva Tetiana I.
Honcharenko Iryna H.
Koliadenko Oleksandr L.
Palonna Tetiana A.
Petkova Lesia O.
Serhiienko Oleksandr A.
Shevchenko Nataliia V.
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2024-07-10
