2. Кваліфікаційні роботи здобувачів вищої освіти

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Improving the marketing activities of the enterprise in the construction equipment market (based on materials from PE «KARMEL»)
(Khmelnytskyi National University, 2025) Shi Yongqin
The first chapter of the thesis presents the theoretical foundations of marketing management at an enterprise, namely: the essence of the concept of marketing activity, the advantages and disadvantages of various forms of marketing organization at an enterprise, and the structure and characteristics of marketing plans. The second chapter analyzes trends and prospects for the development of markets related to the performance of construction work in Ukraine, the results of the economic and marketing activities of PE «KARMEL». The third chapter, ways to improve the marketing activities of PE «KARMEL» in the construction equipment market are formed, namely: the choice of ways to improve the company’s marketing activities is justified based on a survey of PE «KARMEL» customers, the components of the marketing strategy of PE «KARMEL» are planned based on an analysis of the positions of competitors in the construction equipment market, and the strategy for improving the marketing activities of PE «KARMEL» is implemented. The results obtained in the form of proposals can be implemented in the business activities of PE «KARMEL».