Застосування інструментів маркетингових комунікацій в умовах кризи
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Файли
Дата
2020
Автори
Ковальчук, С.В.
Цурська, Б.Г.
Kovalchuk, S.
Tsurska, B.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Актуальність роботи обумовлено високим ступенем невизначеності ринкової ситуації, спричиненої глобальною
пандемією у всьому світі. Український ринок не відміну від своїх зарубіжних сусідів не пристосований до таких умов
У статті визначено доцільність застосування інструменті маркетингових комунікацій для забезпечення обізнаності
споживачів підприємств ритейлу. Проаналізовано регіональна структура обороту роздрібної торгівлі, зміну обсягу реального
наявного доходу населення а також зміну споживчих цін України. Обґрунтовано доцільність максимізації уваги на виборі
інструментарію для провадження маркетингової політики комунікацій. Досліджено труднощі в застосуванні традиційних
інструментів маркетингових комунікацій в період кризи. Визначено необхідність перерозподілу маркетингового бюджету з
отриманням максимального результату.
В подальшому результати даного дослідження можна використовувати в теорії ведення маркетингової
комунікаційної політики підприємств з метою розроблення заходів підвищення її ефективності в кризовий період.
The world is experiencing an unprecedented crisis. As the situation with COVID-19 continues to unfold, and governments are taking swift action and decisive action to combat this global pandemic, businesses need to constantly rethink their choices and priorities. It is rare to see the whole world come together to overcome a common problem. It's global, it's open, and it can affect every business and every person. During the crisis, people turn to institutions for advice, reassurance and information. Increasingly, they are also looking at trading companies. In today's environment of high uncertainty, rapid environmental variability and tight budget constraints, all market participants are forced to look for non-standard solutions for effective promotion strategies. The priority measures of anti-crisis marketing activities are marketing communications. They play an important role in shaping consumer choices. This choice applies not only to the product or service, but also to the management of messages and goals. Given the role of information in modern retail, it is advisable to analyze the features and essence of modern tools of marketing communications, the impact of the global crisis on the field of marketing communications. The urgency of the study is caused by the high degree of uncertainty in the market situation due to the global pandemic around the world. The Ukrainian market, contrary to foreign countries, is not adapted to such conditions. The article identifies the feasibility of using marketing communication tools to ensure consumer awareness of retail businesses. The regional structure of retail trade turnover, the change of real income volume of the population, as well as the change in consumer prices in Ukraine are analyzed. The expediency of maximizing attention to the choice of tools for marketing communications policy is explained. The difficulties of traditional tools implementation in marketing communications during crisis are investigated. The necessity of redistribution of the marketing budget with receiving the maximum result is defined. In the future, the results of this study can be used in the theory of marketing communication policy of enterprises in order to develop measures to improve its effectiveness in times of crisis.
The world is experiencing an unprecedented crisis. As the situation with COVID-19 continues to unfold, and governments are taking swift action and decisive action to combat this global pandemic, businesses need to constantly rethink their choices and priorities. It is rare to see the whole world come together to overcome a common problem. It's global, it's open, and it can affect every business and every person. During the crisis, people turn to institutions for advice, reassurance and information. Increasingly, they are also looking at trading companies. In today's environment of high uncertainty, rapid environmental variability and tight budget constraints, all market participants are forced to look for non-standard solutions for effective promotion strategies. The priority measures of anti-crisis marketing activities are marketing communications. They play an important role in shaping consumer choices. This choice applies not only to the product or service, but also to the management of messages and goals. Given the role of information in modern retail, it is advisable to analyze the features and essence of modern tools of marketing communications, the impact of the global crisis on the field of marketing communications. The urgency of the study is caused by the high degree of uncertainty in the market situation due to the global pandemic around the world. The Ukrainian market, contrary to foreign countries, is not adapted to such conditions. The article identifies the feasibility of using marketing communication tools to ensure consumer awareness of retail businesses. The regional structure of retail trade turnover, the change of real income volume of the population, as well as the change in consumer prices in Ukraine are analyzed. The expediency of maximizing attention to the choice of tools for marketing communications policy is explained. The difficulties of traditional tools implementation in marketing communications during crisis are investigated. The necessity of redistribution of the marketing budget with receiving the maximum result is defined. In the future, the results of this study can be used in the theory of marketing communication policy of enterprises in order to develop measures to improve its effectiveness in times of crisis.
Опис
Ключові слова
інструменти маркетингових комунікацій, підприємство ритейлу, стратегія, криза, пандемія, tools of marketing communications, retail enterprise, strategy, crisis, pandemic
Бібліографічний опис
Ковальчук С. В. Застосування інструментів маркетингових комунікацій в умовах кризи / С. В. Ковальчук, Б. Г. Цурська // Вісник Хмельницького національного університету. Економічні науки. – 2020. – № 6. – С. 125–129.