Formation of customer-oriented marketing approaches in the activities of the enterprise (based on the materials of the Khmelnytskyi Directorate of JSC «Ukrposhta»)

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dc.contributor.authorZhao, Ming
dc.date.accessioned2025-06-27T11:45:24Z
dc.date.available2025-06-27T11:45:24Z
dc.date.issued2025
dc.description.abstractIn 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 provides an analytical overview of the Ukrainian postal services market, including a detailed examination of JSC «Ukrposhta» and its Khmelnytskyi Directorate. It assesses the current market trends, technical and economic indicators, and the specifics of customer-focused management policy at the regional level. Special attention is given to the internal and external factors influencing service quality, client loyalty, and the company’s competitiveness. The third section develops a set of practical marketing-based measures to strengthen the customer-oriented management model of the Khmelnytskyi Directorate. These recommendations address improving loyalty programs, optimizing service quality, implementing digital solutions (such as API integrations, parcel locker expansion, and joint e-commerce campaigns), and engaging both individual and corporate clients. The proposed measures aim to enhance the company’s operational efficiency, improve customer experience, and reinforce its strategic market position. The recommendations developed in the study were presented for implementation to improve the customer-oriented management system in the activities of the Khmelnytskyi Directorate of JSC «Ukrposhta» and to enhance its strategic market positioning.
dc.identifier.citationZhao Ming. Formation of customer-oriented marketing approaches in the activities of the enterprise (based on the materials of the Khmelnytskyi Directorate of JSC «Ukrposhta») : master's qualification work (diploma thesis) : 075 Marketing / Zhao Ming ; Khmelnytskyi National University. – Khmelnytskyi, 2025. – 91 p.
dc.identifier.urihttps://elar.khmnu.edu.ua/handle/123456789/18874
dc.language.isoen
dc.publisherKhmelnytskyi National University
dc.subject075 Маркетинг
dc.subjectcustomer-oriented marketing
dc.subjectJSC «Ukrposhta»
dc.subjectKhmelnytskyi directorate
dc.subjectpostal services market
dc.subjectmarketing approaches
dc.subjectdigital transformation
dc.subjectservice quality
dc.subjectUkraine
dc.titleFormation of customer-oriented marketing approaches in the activities of the enterprise (based on the materials of the Khmelnytskyi Directorate of JSC «Ukrposhta»)
dc.typeМагістерські роботи
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