Маркетинговий інноваційний напрямок бізнес-орієнтованого підприємства

Abstract

В статті розглянуто особливості формування маркетингової інноваційної стратегії для забезпечення конкурентоспроможності підприємства. Запропоновані етапи формування ефективної маркетингової стратегії підприємства, що направлені на виконання обов’язкової умови для забезпечення ефективного господарювання – конкурентні переваги. Представлена система процесу маркетингової направленості, враховуючи можливості підприємства, наявність основних ресурсів, основну мету, цілі підприємства, доповнюючи основними характеристиками комплексу маркетингу. Objective. Determining the theoretical, methodological and practical aspects of the formation of marketing innovation strategy to ensure the competitiveness of the enterprise. Methods. The strengthening of the role of innovation as a factor in the strategic development of economic entities in the modern world necessitates the continuous involvement of innovation in their activities, which is impossible without a comprehensive strategy that focuses on marketing. Results. Substantiating the choice of innovation orientation, the management of the enterprise takes into account the compliance with the overall development strategy of the organization, supplementing its elements with a guideline of entrepreneurial orientation - meeting the needs of consumers and making a profit. The formation and selection of strategic directions of innovation is based on the results of a comprehensive assessment of the environment in which the company operates, and the definition of internal innovation capabilities of the enterprise, which are characterized by the state and level of use of innovation resources. Scientific novelty. The need to introduce innovative marketing and its components is due to the urgent need to develop methods for assessing the application of modern economic approaches in the practice of enterprises. Practical significance. To increase the competitive marketing capabilities of the enterprise in market conditions, the need to provide the company with quality material resources, professional labor resources and reliable information flows. It is the application of the marketing approach in the management system and determines the solution of these types of problems. The marketing approach provides orientation of formation of possibilities of the enterprise on the consumer. In the conditions of strengthening of a competition in the market and expansion of inquiries of consumers to quality of service, the role of marketing in management of activity of the enterprises grows. Thus, the study of marketing opportunities, enterprise resources, goals and tactical objectives, provides an opportunity to maximize commercial potential and develop a marketing innovation strategy to increase the competitiveness of the enterprise.