Кафедра "Економіка та маркетинг"

Постійне посилання колекціїhttps://repository.kpi.kharkov.ua/handle/KhPI-Press/3992

Увага! Від травня 2023 року колекція кафедри "Економіка та маркетинг" не поповнюється.

На основі кафедр "Економіка та маркетинг" та "Економічна кібернетика та маркетинговий менеджмент" створено кафедру "Маркетинг" (НАКАЗ 552 ОД від 26.11.2021 року).

Від 1995 року кафедра мала назву "Економіка і маркетинг", первісна назва – кафедра економки і організації машинобудівної промисловості, була заснована в 1984 році. Від дня заснування кафедри нею завідував доктор економічних наук, професор Анатолій Іванович Яковлєв. Йому присвоєно почесне звання Заслуженого працівника народної освіти України та обрано Академіком Академії інженерних наук України. Ім'я Яковлєва А. І. внесено до біографічного словника "Видатні люди ХХ століття" Міжнародного бібліографічного центру в м. Кембрідж.

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20222

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Автор: search.filters.author.Kitchenko, OlenaORCID: search.filters.orcid.https://orcid.org/0000-0002-2065-2415

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  • Ескіз
    Публікація
    Management of the interaction of the enterprise with partners and consumers: models, methods and information interaction
    (PC Technology Center, 2022) Raiko, Diana; Fedorenko, Irina; Kitchenko, Olena; Kobieliev, Valerii; Litvynenko, Mariia; Romanchik, Tаtiana
    The management of the interaction of an enterprise with partners and consumers is based on the system "enterprise – consumer – partner", takes into account the ratio of economic parameters of the processes of production, supply and distribution of products, including an assessment of the competitiveness of the enterprise, the attractiveness of the partner, the readiness of the consumer and the developed complex of economic and mathematical models for forming the composition of the system "consumer – enterprise – partner", determining the effect of its operation and the budget of information interaction, the features of which are the allocation of four blocks of models, which allows for a reasonable choice of the composition of consumers, partners for each enterprise, taking into account their characteristics and information interaction strategies, allowing enterprises to model communication in the system "consumer – enterprise – partner" according to the criterion of maximizing income and use the results of modeling for the implementation of information interaction.
  • Ескіз
    Публікація
    The Creation of Dynamic Visual Objects as a Factor for Optimizing Advertisements in E-Commerce
    (Universitas Semarang, Indonesia, 2022) Sysoiev, Volodymyr Viktorovych; Kuchina, Svetlana; Kitchenko, Olena; Romanchik, T. V.; Kuchin, Alexandr
    The aim of the study is to find ways to optimize advertising on Facebook product galleries and on Google. An experiment conducted as part of the study showed that the use of the dynamic optimization tool allows you to enrich existing feed data with additional 1st and 3rd party data and automatically compile visuals with additional information obtained from the feed and additional graphical overlays. The proposed method was tested on Facebook and Google with an analysis of click through rate, conversion rate and conversion cost indicators. The research results showed that the use of the dynamic optimization tool improves the effectiveness of online advertising, all the studied indicators has improved on both platforms. The Covid-19 pandemic has boosted the development of online retail and has created an urgent need to transform digital marketing tools. It has been established that in order to increase the conversion of sites and improve the quality of communication with the audience a deeper study of the behavioral characteristics of visitors of Internet resources, as well as high-quality visual content of the ad placements, are required. The results obtained complement to the few literature sources devoted to creating enriched feeds on various Internet companies, so the work is of significant interest for marketers and business owners who work in the field of e-commerce.