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https://elar.khmnu.edu.ua/handle/123456789/8786

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Перегляд ФЕУ/(М) за Ключові слова "CRM system"

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  • Ескіз
    Документ
    Improving the marketing strategy of the enterprise (based on the materials of «Derazhnyanskyi Dairy Plant» LLC)
    (Khmelnytskyi National University, 2025) Chen, Rui
    The first section examines the theoretical foundations of formation and implementation of the enterprise marketing strategy. The essence of the concept of «marketing strategy», its classification, key stages of development and modern approaches to strategic marketing management are considered. The works of leading domestic and foreign scholars are analyzed, which allowed to outline the conceptual framework of the study. Section 2 provides a comprehensive analysis of the activities of «Derazhnyanskyi Dairy Plant» LLC in the context of the current marketing strategy. The current state of the dairy processing industry of Ukraine in general and Khmelnytskyi region in particular is studied. The general characteristics of the enterprise are presented, its financial and economic indicators for 2022-2024 are analyzed, and the main problems and trends in the organization of marketing activities are identified. The strategic position of the company in the market is assessed using SWOT analysis and BCG matrix. The third section of the study develops practical recommendations for improving the marketing strategy of «Derazhnyanskyi Dairy Plant»» LLC. A set of measures aimed at improving the efficiency of interaction with target consumers is proposed, including updating the brand positioning, audience segmentation, implementing a loyalty program, activating digital communication channels, and developing social initiatives. The results obtained in the form of proposals were implemented in the activities of «Derazhnyanskyi Dairy Plant» LLC.
  • Ескіз
    Документ
    Transformation of marketing strategy influenced by the development of omni-channel communication (based on the materials of «Litma» LLC)
    (Khmelnytskyi National University, 2025) Zheng, Liwei
    In the first section, the article discusses the theoretical foundations of omni-channel marketing, analyzes modern approaches to the organization of marketing communications, defines the essence and key characteristics of the omni-channel approach, and studies current consumer trends that necessitate the introduction of omni-channel solutions into the activities of enterprises. The second section analyzes the light industry market of Ukraine and China, as well as the general activities of «Litma» LLC, considers financial and economic indicators, assesses the level of use of omni-channel tools, analyzes the marketing strategy before the transformation, conducts a SWOT analysis and analyzes customer communication channels. In the third section, proposals for the transformation of the marketing strategy of «Litma» LLC are formulated, taking into account the omni-channel approach. The authors propose the implementation of a CRM system, automation of communications, integration of online and offline channels, optimization of work on marketplaces and building end-to-end analytics, and develop recommendations for improving content, personalization and speed of service. The results obtained in the form of proposals were implemented in the activities of «Litma» LLC.