Маркетингові інструменти у забезпеченні конкурентоспроможності закладів ресторанного господарства
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Файли
Дата
2018
Автори
Сокирник, І.В.
Sokirnik, I.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Метою статті є визначення інструментів маркетингу, що є доцільними для застосування в процесі реалізації стратегії
розвитку закладів ресторанного господарства і сприятимуть забезпеченню стійкої конкурентної позиції на ринку. Проаналізовано
тенденції розвитку ресторанного бізнесу на прикладі окремої області. Зазначено, що значне скорочення кількості підприємств при
одночасному збільшенні питомої ваги прибуткових, свідчить про значне посилення конкуренції. В статті визначені особливості
забезпечення конкурентоспроможності підприємств ресторанного господарства та роль маркетингу в здійсненні таких процесів.
Зазначено, що саме складова послуг у забезпеченні конкурентоспроможності підприємств ресторанного господарства набуває сьогодні
особливого значення, оскільки послуги створюють ті елементи лояльності споживачів, які неможливо отримати завдяки покупці
продуктів харчування у торгівельній мережі. В статті викладено результати дослідження використання маркетингових інструментів та
виокремлено особливості застосування комплексу маркетингу підприємствами ресторанного бізнесу, що працюють на місцевому
ринку. Запропоновано сучасні інструменти маркетингу, що сприятимуть підвищенню конкурентоспроможності на основі формування
нематеріальних ресурсів.
The purpose of the article is determination of marketing instruments which are expedient for application in the process of realization of strategy of development of establishments of restaurant economy and will assist providing of proof competition position at the market. In the article the analysed progress of restaurant business trends are on the example of separate area. It is marked that substantial diminishing for the last four years of amount of establishments of restaurant economy at simultaneous gain in specific weight of paying concerns, testifies to the considerable strengthening of competition. Forming of competitiveness is determined by the features of business processes of such enterprises to combinations in their activity of productive constituent and services. Choice of instruments of providing of proof competitive edges of enterprise depend also on the features of local market is the geographical limited nature, level of intensity of tourist streams, gastronomic fashion, low level of profits and traditionally small part of charges on restaurant services in the general charges of households. It is marked that exactly the constituent of services in providing of competitiveness of enterprises of restaurant economy acquires the special value today. Services create those elements of loyalty of consumers which it is not possible to get due to purchases of foods of feed in the network of trade. The choice of marketing instruments is conditioned by that the decision of modern consumer about the use of services of establishment of restaurant economy depends not only on own tastes and advantages but also formed under act of information, which is contained on the site of enterprise, ideas and impressions of other consumers in social networks. In the article the expounded results of research of application of marketing instruments by the enterprises of restaurant economy, which work in different price segments. Certainly, that the traditional instruments of marketing (bearing-out menu and others like that) are mainly used. The modern instruments of advancement use establishments of high price segment mainly. Drawn conclusion, that for providing of competitiveness in today's terms it is necessary to use marketing in social networks, crowd-marketing, event-marketing, and also other instruments which are based on modern information technologies. Efficiency of their application is determined by perception of influence of marketing consumers.
The purpose of the article is determination of marketing instruments which are expedient for application in the process of realization of strategy of development of establishments of restaurant economy and will assist providing of proof competition position at the market. In the article the analysed progress of restaurant business trends are on the example of separate area. It is marked that substantial diminishing for the last four years of amount of establishments of restaurant economy at simultaneous gain in specific weight of paying concerns, testifies to the considerable strengthening of competition. Forming of competitiveness is determined by the features of business processes of such enterprises to combinations in their activity of productive constituent and services. Choice of instruments of providing of proof competitive edges of enterprise depend also on the features of local market is the geographical limited nature, level of intensity of tourist streams, gastronomic fashion, low level of profits and traditionally small part of charges on restaurant services in the general charges of households. It is marked that exactly the constituent of services in providing of competitiveness of enterprises of restaurant economy acquires the special value today. Services create those elements of loyalty of consumers which it is not possible to get due to purchases of foods of feed in the network of trade. The choice of marketing instruments is conditioned by that the decision of modern consumer about the use of services of establishment of restaurant economy depends not only on own tastes and advantages but also formed under act of information, which is contained on the site of enterprise, ideas and impressions of other consumers in social networks. In the article the expounded results of research of application of marketing instruments by the enterprises of restaurant economy, which work in different price segments. Certainly, that the traditional instruments of marketing (bearing-out menu and others like that) are mainly used. The modern instruments of advancement use establishments of high price segment mainly. Drawn conclusion, that for providing of competitiveness in today's terms it is necessary to use marketing in social networks, crowd-marketing, event-marketing, and also other instruments which are based on modern information technologies. Efficiency of their application is determined by perception of influence of marketing consumers.
Опис
Ключові слова
підприємства ресторанного господарства, конкурентоспроможність, маркетинг, інструменти маркетингу, enterprises of restaurant economy, competitiveness, marketing, marketing instruments
Бібліографічний опис
Сокирник, І.В. Маркетингові інструменти у забезпеченні конкурентоспроможності закладів ресторанного господарства [Текст] / І. В. Сокирник // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 130-134.