Просування продукції промислових підприємств за допомогою інструментарію цифрового маркетингу
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Дата
2021
ORCID
DOI
Науковий ступінь
кандидат економічних наук
Рівень дисертації
кандидатська дисертація
Шифр та назва спеціальності
08.00.04 – економіка та управління підприємствами (за видами економічної діяльності)
Рада захисту
Спеціалізована вчена рада Д 64.050.02
Установа захисту
Національний технічний університет "Харківський політехнічний інститут"
Науковий керівник
Мельник Леонід Григорович
Члени комітету
Перерва Петро Григорович
Краснокутська Наталія Станіславівна
Стригуль Лариса Станіславівна
Краснокутська Наталія Станіславівна
Стригуль Лариса Станіславівна
Видавець
Національний технічний університет "Харківський політехнічний інститут"
Анотація
Дисертація на здобуття наукового ступеня кандидата економічних наук за спеціальністю 08.00.04 – Економіка та управління підприємствами (за видами економічної діяльності). – Національний технічний університет "Харківський політехнічний інститут", Харків, 2021. У дисертації розроблено та науково обґрунтовано теоретико-методичні організаційно-економічні положення щодо просування продукції промислових підприємств за допомогою інструментарію цифрового маркетингу. Удосконалено методичні положення щодо використання інструментів просування продукції промислових підприємств що ґрунтуються на застосуванні інтернет-платформ. Удосконалено класифікацію інструментарію цифрового маркетингу, що відрізняється диференціацією ознак за технологічними, організаційними та загальними характеристиками, а також виокремленням ознак: "за технологією виготовлення та поширення", "за видом посередництва", "за ступенем спеціалізації", "за типом відносин". Удосконалено теоретичний базис концептуальних основ просування продукції промислових підприємств за допомогою інструментарію цифрового маркетингу в умовах глобалізації. Набули подальшого розвитку методичні рекомендації щодо оцінювання економічної ефективності використання Digital-засобів. Поглиблено методичний підхід до розроблення програми просування продукції промислових підприємств за допомогою інструментарію цифрового маркетингу та методичний підхід до розроблення медіа-плану; розширено визначення Інтернет-платформи та удосконалено методичні положення до використання інструментів просування продукції промислових підприємств (у т. ч. інтернет-платформ).
The thesis on competition of a scientific degree of the candidate of economic sciences on a specialty 08.00.04 - Economics and management of the enterprises (on kinds of economic activity). - National Technical University "Kharkiv Polytechnic Institute", Kharkiv, 2021. In the thesis the theoretical and methodical organizational and economic positions concerning advancement of production of the industrial enterprises by means of tools of digital marketing are developed and scientifically substantiated. The thesis improves the methodological provisions for the use of tools to promote the products of industrial enterprises, which, unlike existing ones, is based on the use of Internet platforms for more effective search for new partners, implementation of technological solutions in production and marketing activities and reduce time. activities, improve market position among competitors and provide access to new markets. The methodological provisions on the use of tools for promoting the products of industrial enterprises based on the use of Internet platforms have been improved. The classification of digital marketing tools has been improved, which differs in the differentiation of features by technological, organizational and general characteristics, as well as the separation of features: "by manufacturing and distribution technology", "by type of mediation", "by degree of specialization", "by type of relationship". The theoretical basis of conceptual bases of promotion of production of the industrial enterprises by means of tools of digital marketing in the conditions of globalization is improved. Improved theoretical basis of conceptual foundations for the promotion of industrial enterprises, which, in contrast to existing ones, is based on clarifying and supplementing the prerequisites, principles, benefits, market requirements, as well as expanding and systematizing the methodological apparatus and tools. This allows you to formalize the substantive component of the activities of enterprises using technologies and tools of digital marketing. Methodological recommendations for evaluating the economic efficiency of the use of Digital tools have been further developed. An in-depth methodological approach to creating a program to promote PE products, in which, unlike existing ones, optimization of communication costs is carried out on the basis of a floating budget taking into account adjustment factors, which allows to ensure maximum contact with target audience and choice of marketing tools. application (from the standpoint of obtaining a commercial result in the future). The methodical approach to development of the program of advancement of production of the industrial enterprises by means of tools of digital marketing and the methodical approach to development of the media plan is deepened; the definition of the Internet platform was expanded and the methodological provisions for the use of tools for promoting the products of industrial enterprises (including Internet platforms) were improved. The methodical approach to formation of the media plan of promotion of production of the industrial enterprises which, unlike existing, is based on psychological patterns of perception and memorization of the information by consumers with application of tools of transfer of specific features of the information that creates possibilities of adjustment of marketing and production activity has got further development. based on online analysis by means of Web-analytics (Google Analytics, Unit-economics analytics, Yahoo Web Analytics, meta.ua, etc.). This allows by tracking and adjusting the indicators (primarily the frequency of impact on consumers) to optimize the effectiveness of the communication campaign. The main provisions and conclusions of the dissertation are brought to the level of theoretical and methodological developments and practical recommendations, which is confirmed by acts of their implementation in the activities of industrial enterprises of machine-building and chemical industries: LLC "Turbomash", PE "Plant PEM" LLC "Azov Mechanical Plant", LLC CB "Ukrspetsmash", "Sumy Machine-Building Plant", as well as in the educational process of SSU.
The thesis on competition of a scientific degree of the candidate of economic sciences on a specialty 08.00.04 - Economics and management of the enterprises (on kinds of economic activity). - National Technical University "Kharkiv Polytechnic Institute", Kharkiv, 2021. In the thesis the theoretical and methodical organizational and economic positions concerning advancement of production of the industrial enterprises by means of tools of digital marketing are developed and scientifically substantiated. The thesis improves the methodological provisions for the use of tools to promote the products of industrial enterprises, which, unlike existing ones, is based on the use of Internet platforms for more effective search for new partners, implementation of technological solutions in production and marketing activities and reduce time. activities, improve market position among competitors and provide access to new markets. The methodological provisions on the use of tools for promoting the products of industrial enterprises based on the use of Internet platforms have been improved. The classification of digital marketing tools has been improved, which differs in the differentiation of features by technological, organizational and general characteristics, as well as the separation of features: "by manufacturing and distribution technology", "by type of mediation", "by degree of specialization", "by type of relationship". The theoretical basis of conceptual bases of promotion of production of the industrial enterprises by means of tools of digital marketing in the conditions of globalization is improved. Improved theoretical basis of conceptual foundations for the promotion of industrial enterprises, which, in contrast to existing ones, is based on clarifying and supplementing the prerequisites, principles, benefits, market requirements, as well as expanding and systematizing the methodological apparatus and tools. This allows you to formalize the substantive component of the activities of enterprises using technologies and tools of digital marketing. Methodological recommendations for evaluating the economic efficiency of the use of Digital tools have been further developed. An in-depth methodological approach to creating a program to promote PE products, in which, unlike existing ones, optimization of communication costs is carried out on the basis of a floating budget taking into account adjustment factors, which allows to ensure maximum contact with target audience and choice of marketing tools. application (from the standpoint of obtaining a commercial result in the future). The methodical approach to development of the program of advancement of production of the industrial enterprises by means of tools of digital marketing and the methodical approach to development of the media plan is deepened; the definition of the Internet platform was expanded and the methodological provisions for the use of tools for promoting the products of industrial enterprises (including Internet platforms) were improved. The methodical approach to formation of the media plan of promotion of production of the industrial enterprises which, unlike existing, is based on psychological patterns of perception and memorization of the information by consumers with application of tools of transfer of specific features of the information that creates possibilities of adjustment of marketing and production activity has got further development. based on online analysis by means of Web-analytics (Google Analytics, Unit-economics analytics, Yahoo Web Analytics, meta.ua, etc.). This allows by tracking and adjusting the indicators (primarily the frequency of impact on consumers) to optimize the effectiveness of the communication campaign. The main provisions and conclusions of the dissertation are brought to the level of theoretical and methodological developments and practical recommendations, which is confirmed by acts of their implementation in the activities of industrial enterprises of machine-building and chemical industries: LLC "Turbomash", PE "Plant PEM" LLC "Azov Mechanical Plant", LLC CB "Ukrspetsmash", "Sumy Machine-Building Plant", as well as in the educational process of SSU.
Опис
Ключові слова
автореферат дисертації, цифровий маркетинг, просування, продукція, промислове підприємство, інструментарій, маркетингова програма, медіа-планування, концептуальні основи, класифікація, інтернет-платформа, web-сайт, digital marketing, promotion, products, industrial enterprise, tools, marketing program, media planning, conceptual bases, classification, internet platform, web-site
Бібліографічний опис
Дериколенко А. О. Просування продукції промислових підприємств за допомогою інструментарію цифрового маркетингу [Електронний ресурс] : автореф. дис. ... канд. екон. наук : спец. 08.00.04 / Анна Олександрівна Дериколенко ; [наук. керівник Мельник Л. Г.] ; Нац. техн. ун-т "Харків. політехн. ін-т". – Харків, 2021. – 23 с. – Бібліогр.: с. 15-18. – укр.