THE MARKETING ASPECT OF INNOVATIVE WINERIES

Abstract

The article aims to study the theoretical and methodological principles and develop practical recommendations on the marketing aspect of innovative wineries. The paper studies the essence of marketing approach to the development of innovative wineries. The analysis of export-import activities wine industry, assess the dynamics of capacity and degree of market opening. It is proved that the regulatory impact on the development of viticulture and wine-making should focus on the one hand, the direct work with the consumer, creating its national consciousness and awareness of domestic production of the wine industry, on the other - Restructuring imports. Development of state support for the wine industry Ukraine, taking into account international experience is an important impetus for the formation of the market grape and its products, characterized by a tendency to loss. The observed trend of price advantage of imports over exports, of course, requires special measures to counter. It is proved that a necessary means of promoting national product of the wine industry both in domestic and foreign market is the innovative marketing tools, marketing concept, which is based on the formation of the latest image system views and beliefs, philosophy, politics, marketing wine production Ukraine, forming a brand the use of branding technology that is key to the successful implementation of enterprise development strategy wine industry. The central core of the strategy and implementation of marketing wine industry has become the only regulator. These actions must be integrated to be backed up appropriate mechanisms to ensure, so need attention, both from the state and winemakers interested in promoting the brand in the market through integration of related industries, such as wine tourism.