Кафедра "Економічна кібернетика та маркетинговий менеджмент"
Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/2709
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На основі кафедр "Економічна кібернетика та маркетинговий менеджмент" та "Економіка та маркетинг" створено кафедру "Маркетинг" (НАКАЗ 552 ОД від 26.11.2021 року).
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Публікація Напрями вдосконалення системи управління еколого-економічним розвитком за індексом конкурентоспроможності як основи добробуту країни, регіонів, промислових підприємств, суспільства(Національний технічний університет "Харківський політехнічний інститут", 2020) Райко, Діана Валеріївна; Подрез, Ольга Іванівна; Черепанова, Вікторія ОлександрівнаПропонується науково-методичний підхід вдосконалення системи управління еколого-економічним розвитком країни, який базується наєдиній системі управління. Актуальність проблеми полягає в тому, що в умовах пандемії багато з підприємств працюють не на повну потужність. У результаті цього країна недоотримає обсяги матеріального виробництва – знижується валовий внутрішній продукт та інші показники економічного розвитку країни, а також знижується економічний добробут населення. З іншого боку призупинення або навіть зупинка діяльності промислових підприємств веде до покращення стану екології держави та її регіонів, але на його стан впливають природні катаклізми, виникнення додаткового сміття, що пов’язано з пандемією (маски, рукавичка, тощо) та інше. Тому, метою написання статті є обґрунтування напрямів вдосконалення управління розвитком, що охоплює усі рівні управління – макро-, мезо-, мікрорівень. У статті запропоновано новий підхід до оцінки соціального добробуту через еколого-економічний розвиток країни, регіонів, промислових підприємств та стан матеріальної, культурної та навчальної забезпеченості населення. Науково-методичний підхід побудовано на використанні зарубіжних показників оцінки, що дає можливість здійснювати порівняльний аналіз розвитку України з іншими країнами світу. Використання запропонованого підходу дозволить підвищити обґрунтованість прийняття управлінських рішень на всіх рівнях управління.Публікація Managing costs of an industrial enterprise when using secondary resources(Технологический центр, 2020) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Melnikov, O.; Kharchenko, A.Cost price reduction is one of the ways to improve the competitiveness of products. It is possible by establishing the set of factors affecting the production costs at an industrial enterprise and building on this basis a mathematical model of in-house cost management. The study objective was to develop and substantiate an economic-and-mathematical model of management to minimize the enterprise costs taking into account the utilization of secondary resources obtained in the production of basic products. The model consists of two stages. At the first stage, full costs of production of basic and additional products are determined. The peculiarity of this production implies the generation of significant amounts of secondary resources that have both independent value and opportunities for their use in the main technological process. This leads to complex material flows within the production process, which were accounted for in the study with the help of an adapted “cost-output” balance model. A plant can function with the use of a variety of raw materials which differ in both prices and rates of the output of basic products and secondary resources. This brings about the problem of finding an optimal combination of input resources to minimize costs or maximize profits. The problem is solved in the second stage. It is formalized as a linear programming problem. It features the provision of the ability to establish indicative plans of production of both main products and by-products. The model was tested on the example of coke-chemical plants producing coke of KDM-2 grade with 6 % humidity content and KDM-1 grade coke of improved quality as the main products. Coke oven gas, coke fines, beans, and sludge are produced as by-products. After purifying the coke oven gas, it is further used in the production of heat and electricity, compressed air, and a fuel for coke ovens. Thus, the produced fuel and energy, utilizable material resources, and circulating water supply are secondary resources. A certain portion of by-products is sold to third parties. When applied, the model will make it possible to improve the efficiency of cost management at enterprises.Публікація Evaluation of quality level in managing the development of industrial enterprises(Технологический центр, 2019) Raiko, Diana ; Podrez, O.; Cherepanova, V. O.; Fedorenko, I.; Shypulina, YuliiaThe research focuses on the substantiation of theoretical aspects and practical support for assessing the quality level of managing enterprises development taking into account the influence of the external and internal environment. The conceptual apparatus for estimation of quality development of enterprise management was refined, which makes it possible to determine reasonably the level of management according to the generally known elements (economic, social and ecological) that are proposed to be supplemented with an energy component. A new conceptual approach to the procedure of evaluation of the quality of development management by levels, the stages of which are proposed to expand by: the formation of the database by levels of management (state, regional), choice and evaluation of indicators by components of development and spheres of activity, development of the tools for management improvement. The integrated indicator has been proposed, which differs from the existing ones by the fact that it estimates the quality of development management, rather than the development level. In contrast to the previously proposed ones, the integrated indicator takes into account the influence of external environment by the components of development and of the internal environment – by the areas of activity for each component. That is why it has practical significance, since it allows performing monitoring and detecting the negative influence of management on the enterprise development. Taking coke plants as an example, the structures of the indicators that characterize the management quality were determined. A large number of indicators were reduced by the method of expert assessments, which increases the validity of the choice. Indicator estimates were constructed solely based on relative indicators (indices), which improves consistency. Using the integrated method, the estimation of the indicators by individual components and on the whole was performed. The scale for evaluation of the quality level of enterprise development management was constructed using the Harrington function. The new approach to assessing the quality of the enterprise development management and a complex of mathematical support will lead to the uniform economic, social, environmental and energy development of enterprises.Публікація Creation of the image and brand of the enterprise on the basis of marketing as a philosophy of management(Baltija Publishing, 2019) Raiko, Diana; Cherepanova, V. O.The modern development of an enterprise is possible only on the basis of marketing since the enterprise is effective only in case of its usefulness for consumers, the relation with which is one of the main marketing functions, i.e., marketing is a philosophy of management. The purpose of the paper is to study the theoretical background and practice of interaction of image and brand of an enterprise on the basis of marketing as a philosophy of management. Methodology. Approbation of the results is presented on the example of business projects for 2017 and 2018 of enterprises with different business scales in Kharkiv and Kharkiv region of Ukraine: small – the Centre for Child Development “Cute Kids”, medium – Association of Confectionery Enterprises “Solodkyi Svit” (“Sweet World”), large – Turboatom JSC, by means of research methods: theoretical generalization, system approach, expert estimation method. Results. The work results are the development of methodological approach to evaluating the effectiveness of the marketing department in the process of business management at the enterprise, taking into account the enterprise value and brand value for large industrial enterprises, the peculiarity of which is the ability to investigate the relationship between the effectiveness of the development of the marketing department (organizational and managerial aspect) and the performance of its divisions (economic aspect) and take into account the identified causal relationships in the process of enterprise activity. The system for evaluating the performance of the marketing department, taking into account enterprise value and brand value, involves two levels of assessment: the first one allows determining its performance in general, that is, the effectiveness of its development, the second one takes into account the specifics of divisions of this department of the enterprise and allows determining their performance according to individual results, that is, the effectiveness of divisions, which is reflected in the basic social and economic performance indicators of the enterprise. The effectiveness of the development of the marketing department is evaluated using the following indicators: development trend ratio, marketing efficiency ratio, management process productivity ratio, division productivity ratio, and executive efficiency ratio. The calculation is based on individual indicators: an integral indicator of the effectiveness of the development of the marketing department, which is calculated by the normalized part of the indicators for additive convolution, taking into account their ratios of significance, and by performance indicators of marketing research division (sales volume, market share, building market strength), the work of the business development division is evaluated using indicators (“corporate image”, “enterprise competitiveness”, “profit”, “consumer readiness”, “partner’s business attractiveness”), communication division (trade turnover, information base update, development of partner relations, brand value), which are interrelated, interdependent, reveal the essence of determining the performance of the marketing department at different angles, allow justifying the adjustment of certain aspects of marketing development at the enterprise, and are calculated as arithmetic mean values of performance indicators of the divisions. Conclusions. Practical approbation of the proposed approach is presented on the example of large industrial enterprise named Turboatom JSC and confirms the practical value of the worked out approach to evaluating the performance of the marketing department in the process of managing the activities of an industrial enterprise, taking into account enterprise value and brand value.