2. Кваліфікаційні роботи здобувачів вищої освіти

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Formation of a Marketing Strategy for Sustainable Development of an Enterprise in the Express Delivery Market (based on the materials of «Nova Poshta» LLC)
(Khmelnytskyi National University, 2025) Zhu Longping
In the first section, reviewed the theoretical foundations of sustainable development and marketing strategies, examining contemporary approaches and principles that underpin sustainable business practices. It highlights the significance of integrating economic, environmental, and social considerations into the strategic planning of enterprises to ensure long-term viability and resilience. The second section examines the current state and key trends in the development of Ukraine's express delivery market under wartime conditions. It analyzes «Nova Poshta» LLC's operations within this market, evaluates its financial and economic performance, and characterizes the company's sustainable development management policy. The third section focuses on formulating a sustainable marketing strategy tailored for «Nova Poshta» LLC. It proposes actionable measures to enhance the economic, environmental, and corporate social responsibility components of the company's marketing approach. Recommendations include the adoption of green technologies, optimization of logistics to reduce carbon footprint, and initiatives to bolster community engagement and employee well-being. The results obtained in the form of proposals were implemented in the activities of «Nova Poshta» LLC.