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0412U004324,
к.е.н.
20-09-2012
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Spare parts marketing
Savych Oleksandr Petrovych,
popup.head Pylypchuk Volodymyr Petrovych
popup.opponent Окландер Михайло Анатолійович
popup.opponent Луцій Олександр Павлович
Дисертація присвячена обґрунтуванню теоретичних, методичних і практичних засад управління маркетинговою діяльністю оптових торговельно-посередницьких підприємств на вітчизняному ринку автозапчастин, розробленню практичних рекомендацій щодо підвищення її конкурентоспроможності. На основі розробленої автором факторної моделі конкурентоспроможності та відповідної матриці удосконалено методику оцінювання рівня конкурентоспроможності оптових торговельно-посередницьких підприємств за критерієм мінімізації витрат на маркетинг і логістику, а також оптимізації доходу при утриманні необхідного рівня конкурентоспроможності. Запроваджено удосконалену модель управління маркетинговою діяльністю торговельно-посередницьких підприємств на ринку автозапчастин. В роботі обґрунтовано необхідність впровадження запропонованих логістичних засобів і методів збільшення цінності для клієнта в процесі дистрибуції автозапчастин, подальшого розвитку системи комунікаційної взаємодії в мережі "постачальник-покупець", а також сформульовано актуальні пропозиції щодо створення образу підприємства, підвищення його репутації, лояльності до нього споживачів на вітчизняному ринку автозапчастин на основі розробки товарної марки і бренду, який виступає активом підприємства.
2012-09-20
2020-04-04
Updated: 2026-01-14
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