Стратегічне позиціонування підприємств ресторанного господарства на регіональному рівні
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Файли
Дата
2017
Автори
Сокирник, І.В.
Петлюк, О.В.
Sokirnik, I.
Petluk, O.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті визначені особливості стратегічного позиціонування закладів ресторанного господарства районного ринку
та домінуючі фактори, що їх обумовлюють. Проведений аналіз динаміки основних показників, що характеризують діяльність
підприємств ресторанного господарства району. Визначені характерні види стратегій розвитку та перспективні напрями
розробки стратегічної позиції закладів ресторанного господарства у сільській місцевості.
Activity of enterprises of restaurant economy, which are oriented in the work to the regional market conditioned by the specific of such market. Limited nature of demand, low level of solvency of rural population, subzero specific gravity of charges on services of restaurant business, geographical localization of establishments - these and other factors in the conditions of economic стагнації result in diminishing of possibilities in realization of strategic aims of enterprise, and brake the positive dynamics of basic indexes which characterize efficiency of realization of strategies of development. In this connection there is a necessity of revision of parameters of positioning, going out the change of importance of functions, which will realize an enterprise. In the article the conducted analysis of the state of restaurant economy is in rural locality. Certain features of the strategic positioning of establishments of restaurant economy of district market and dominant factors, that they are stipulated. Conducted analysis of dynamics of basic indexes which characterize activity of enterprises of restaurant economy of district. Certain characteristic types of strategies of development of enterprises and perspective directions of development of strategic position of establishments of restaurant economy are in rural locality. The analysis of the development of the local district market of restaurant services shows that the stagnation of the economy undoubtedly negatively affects the development of enterprises in the restaurant industry. The main problems of the functioning of the enterprises of the restaurant industry in rural areas are the weak application of progressive forms and methods of service, limited implementation of innovative technological solutions in the organization of customer service, limited composition of marketing methods to stimulate the sale of products and services, the lack of a clear-cut concept of positioning in the local segment of the market, weak use strategic opportunities, opening partnerships with the establishments of agrarian and industrial complex. Prospects for further research are related to in-depth research of factors that shape the loyalty of consumers of restaurant services at the regional level.
Activity of enterprises of restaurant economy, which are oriented in the work to the regional market conditioned by the specific of such market. Limited nature of demand, low level of solvency of rural population, subzero specific gravity of charges on services of restaurant business, geographical localization of establishments - these and other factors in the conditions of economic стагнації result in diminishing of possibilities in realization of strategic aims of enterprise, and brake the positive dynamics of basic indexes which characterize efficiency of realization of strategies of development. In this connection there is a necessity of revision of parameters of positioning, going out the change of importance of functions, which will realize an enterprise. In the article the conducted analysis of the state of restaurant economy is in rural locality. Certain features of the strategic positioning of establishments of restaurant economy of district market and dominant factors, that they are stipulated. Conducted analysis of dynamics of basic indexes which characterize activity of enterprises of restaurant economy of district. Certain characteristic types of strategies of development of enterprises and perspective directions of development of strategic position of establishments of restaurant economy are in rural locality. The analysis of the development of the local district market of restaurant services shows that the stagnation of the economy undoubtedly negatively affects the development of enterprises in the restaurant industry. The main problems of the functioning of the enterprises of the restaurant industry in rural areas are the weak application of progressive forms and methods of service, limited implementation of innovative technological solutions in the organization of customer service, limited composition of marketing methods to stimulate the sale of products and services, the lack of a clear-cut concept of positioning in the local segment of the market, weak use strategic opportunities, opening partnerships with the establishments of agrarian and industrial complex. Prospects for further research are related to in-depth research of factors that shape the loyalty of consumers of restaurant services at the regional level.
Опис
Ключові слова
ресторанне господарство, аналіз ресторанного ринку регіонального рівня, стратегічна позиція, соціальна функція ресторанного господарства, стратегія, restaurant economy, restaurant market of regional level analysis, strategic position, social function of restaurant economy, strategі
Бібліографічний опис
Сокирник І. В. Стратегічне позиціонування підприємств ресторанного господарства на регіональному рівні / І. В. Сокирник, О. В. Петлюк // Вісник Хмельницького національного університету. Економічні науки. – 2017. – № 3, т. 1. – С. 191-196.