METHODICAL APPROACH TO DEVELOPING THE ENTERPRISE MARKETING STRATEGY

Author:

Petrova IrynaORCID,Loiko Yelyzaveta

Abstract

The article considers the methodological approach to the development of marketing strategy of the enterprise in the sphere of promotion policy. The purpose of the article is to substantiate the methodological approach and algorithm for developing the marketing strategy of the enterprise. It is determined that due to the rapid change in society there is a need to develop new marketing strategies to promote goods and services to consumers. Information on the development of new marketing strategies is summarized: neuromarketing, event marketing, emotional marketing, internet marketing, content marketing. Due to these strategic directions, the main goal of the enterprise is to meet the needs of consumers. The application of modern directions of development of new marketing strategies is considered on the example of enterprises of the garment industry. It is determined that the work of industrial enterprises, in particular garment enterprises, in the conditions of quarantine restrictions due to the pandemic COVID-19 has undergone significant changes. During the quarantine period of COVID-19, consumer demand for clothing decreased significantly, so garment companies were forced to develop a new list of individual services that they could provide to their customers. The list of new services requires the garment company to develop a new marketing strategy to attract consumers of these services. Modern marketing strategies to promote services to a new market segment are based on the use of Internet marketing tools. It is proved that for garment companies marketing strategies using Internet marketing tools are not common and widely used, so they need theoretical and methodological justification and development of practical tools for Internet marketing. Analysis of the results of financial and economic activities of the garment company for the period 2018-2021 and analysis of the site of the garment company allowed us to conclude that even a properly formed and configured site does not give a 100% guarantee of product sales. An algorithm for the application of targeted advertising through the social network Facebook in order to promote the services of the garment company to the consumer is proposed. Economic efficiency of the introduction of targeted advertising in the marketing activity of company was proved in the article.

Publisher

KROK University

Cited by 8 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3