Маркетингове середовище промислового підприємства на сучасному конкурентному ринку

Abstract

Досліджено основні етапи та інструменти вивчення маркетингового середовища підприємства на промисловому ринку за сучасною маркетинговою методикою. Наведено приклади споживчих переваг, які необхідні для впровадження нового продукту машинобудівної галузі, із їх характеристиками. Визначено структуру внутрішніх та зовнішніх маркетингових показників машинобудівного підприємства, які лежать в основі вивчення маркетингового середовища на конкурентному ринку. Представлено модель оцінювання споживчих переваг машинобудівних підприємств.

The main stages of studying the marketing environment of the enterprise as a modern marketing methodology in the industrial market by its decomposition into constituent parts are considered. An example of the characterized consumer preferences required for the introduction of a new engineering industry product is suggested. The structure of internal and external marketing indicators of machine-building enterprise underlying the study of the marketing environment in a competitive market is determined. The estimation model of consumer preferences of machine-building enterprises is presented. The marketing environment in the industrial market is not just advertising and communication, it is a full range of solutions for positioning and selling products or services, as well as a strategy for development and profit of the enterprise, which constantly requires to be at the height of innovation. Research of the marketing environment of industrial enterprises in a competitive market is an effective method and a promising tool for enterprise management, ensuring the achievement of its strategic goals. The study of this issue is a whole system of components that relate to virtually all aspects of the enterprise, from production technology and management of internal processes in the enterprise and ending with distribution and advertising communications. This is a valuable asset of the enterprise, which is the basis for the formation of sustainable and long-term competitive advantages, the effective use of which is the key to successful organizational development.