Маркетингова модель зростання конкурентоспроможності товарів на світовому ринку

Abstract

В статті розглянуто теоретичні основи формування маркетингової моделі конкурентоспроможності товарів. Ідентифіковано основні аспекти конкурентоспроможності підприємства, галузі, економіки, які полягають у суттєвому поясненні та визначенні інтегрального показника конкурентоспроможності товарів на світовому ринку. Крім цього, виокремлено серед значної кількості методик головні принципи та постулати визначення конкурентоспроможності товарів, а також маркетингові методи, що повинні сприяти підвищенню ефективності діяльності підприємств. Проаналізовано основні показники зовнішньоекономічної діяльності: експорт та імпорт товарів і послуг за роками. Abstract. Оbjective substantiation of theoretical, methodological and practical bases of formation of marketing model of competitiveness. Methods. The main goals of the study are to identify the competitiveness of manufacturers, present the components of the marketing aspect of competitiveness and generalize marketing tools that can be used to apply measures for forming the competitive advantages of competitive enterprises. The model of growth of competitiveness of goods in the world market should be based on the analysis of existing and forecasting of future strategic positions of needs for the given goods or services, market segmentation, life cycles of forecasting of future volumes of goods, analysis of competitiveness of firm products and its competitive advantages. Results. The competitiveness of export products is definitely influenced by the time factor, the methodological basis of the study of technical, economic and complex consumer properties of goods. When assessing the competitiveness of the manufacturer in the first place put the level of its productivity, when assessing the competitiveness of products take into account the novelty, price, uniqueness and creativity of the product. Scientific novelty. When forming a model of product competitiveness, it is advisable to use marketing tools for the product, its quality and consumer characteristics, price limits, consumer requirements and analysis of general market needs, as well as competitive advantages among producers in the market of similar products. Practical significance. The impact of marketing on the competitiveness of the enterprise, industry and economy is determined by the consistency of goals, objectives and tasks of its units within the chosen concept, the effectiveness of their core business. The development of the company's marketing strategy to increase the competitiveness of its products with a choice of areas of competitive advantage should be based on the analysis of competitiveness taking into account specific conditions, product characteristics, strengths and weaknesses of the enterprise, as well as existing opportunities to increase competitiveness and factors. Thus, a comprehensive study of the competitiveness of enterprises makes it possible to maximize their potential, develop new marketing strategies to increase the competitiveness of products in the process of improving existing and developing new models of enterprise management.