ФЕУ/(М)

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

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Перегляд ФЕУ/(М) за Ключові слова "corporate social responsibility"

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  • Ескіз
    Документ
    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.
  • Ескіз
    Документ
    Improving the brand management of the enterprise on the basis of marketing (based on the materials of «Roshen Podillya» LLC)
    (Khmelnytskyi National University, 2025) Su, Zhenning
    In the first section, the study analyzes the theoretical foundations of enterprise brand management based on marketing principles. It examines classical and modern approaches to branding, emphasizing the strategic role of marketing in shaping brand value, recognition, and consumer loyalty in a competitive market environment. The second section presents an analytical overview of the Ukrainian confectionery market and provides an in-depth evaluation of the performance of «Roshen Podillia» LLC. This includes an assessment of current market conditions and trends, general economic indicators, and a detailed characterization of the company’s brand management policy. The section also investigates how the brand is positioned in the regional market and identifies internal and external factors influencing its image and competitiveness. The third section focuses on the development of a set of practical marketing-based measures to improve the brand management of «Roshen Podillia» LLC. These measures address key challenges in digital brand positioning, refining customer loyalty programs, and community engagement. The proposed improvements aim to strengthen the company's online presence, foster environmental responsibility in brand communication, and develop social initiatives that reinforce brand identity and stakeholder trust. The recommendations developed in the study were presented for implementation to improve the brand management system of «Roshen Podillia» LLC and enhance its strategic market positioning.