Modern stp marketing strategies of business structures in the conditions of industry 4.0

Abstract

The study has determined that the domestic economy is at the stage of implementing Industry 4.0 technologies. This involves the active use of digitization in the spheres of socio-economic activity. Industry 4.0 technologies are aimed at building adaptive organizational structures using modern information technologies and remote forms of business organization. The sphere of services is one of the most promising in the context of the modern post-industrial economy development. One of the actively developing branches of this sphere is sports and health services. Effective marketing activity of an enterprise in the field of sports and health services involves the use of the STP strategy (Segmentation - Targeting - Positioning), which combines the process of market segmentation, the selection of target segments and the development of a positioning strategy. The full-scale invasion of Russia into Ukraine and the consequences of the implementation of Industry 4.0 impact have changed people's lives, caused stress and anxiety about their families and the future of the country. Under the influence of these factors, new offers of recreational and health services for the population appear, which are gaining more and more popularity: anti-stress training (yoga, meditation, boxing, martial arts, etc.); wellness coaching services; rehabilitation services, etc. Also, companies provide additional services that form their positive image and emphasize the innovativeness of implementing the STP marketing strategy through the use of digitalization elements and technologies. The work has determined that under the influence of the implementation of Industry 4.0 technologies, sports and health facilities cease to be only centers of physical education and sports, turning into clubs based on interests, centers of family leisure and communication between people, centers of children active development, etc. Fitness clubs and sports institutions have been offered to expand the sports and health services package, emphasizing the individualization of relations with clients, by introducing new exclusive or popular mass training programs, expanding the range of basic and auxiliary services, the purpose of which is to improve the physical and emotional person state. Further implementation of STP marketing strategies by enterprises in the service sector will create prerequisites for maintaining competitive positions in the market.