Маркетингове управління інноваційним розвитком підприємства роздрібної торгівлі

Білошапка, Юрій Миколайович; Biloshapka, Yu. M.

Маркетингове управління інноваційним розвитком підприємства роздрібної торгівлі

Білошапка, Юрій Миколайович; Biloshapka, Yu. M.

URI: https://repo.snau.edu.ua:8080/xmlui/handle/123456789/13162

Дата: 2024

Короткий опис(реферат):

У кваліфікаційній роботі визначено теоретико – методичні основи управління інноваційним розвитком підприємства роздрібної торгівлі; проведено аналіз організаційно-економічної діяльності підприємства; проаналізовано особливості маркетингової діяльності на підприємстві; оцінено управління інноваційним розвитком досліджуваного підприємства; досліджено стратегічні напрямки маркетингового управління інноваційним розвитком підприємства та запропонована систему управління інноваційним розвитком підприємства шляхом автоматизації бізнес-процесів. Обґрунтовано ефективність впровадження заходів автоматизації бізнес-процесів в управлінні інноваційним розвитком в роздрібних мережах.

Суть розробки, основні результати:

The qualification work defines the theoretical and methodological foundations of innovative development management of a retail enterprise; analyzes the organizational and economic activities of the enterprise; analyzes the features of marketing activities at the enterprise; evaluates the innovative development management of the studied enterprise; investigates the strategic directions of marketing management of innovative development of the enterprise and proposes a system for managing innovative development of the enterprise through business process automation. The effectiveness of implementing business process automation measures in innovative development management in retail chains is substantiated. Management of innovative development of a retail enterprise is a multifaceted process that includes the introduction of new technologies, organizational methods, marketing strategies and products, in order to increase competitiveness, efficiency and meet consumer needs. The theoretical and methodological foundations of managing this process are based on several key concepts. Innovative development is a key factor in the economic growth of the enterprise. Effective management of an enterprise's innovative development requires the use of a whole range of methods, covering strategic planning, project, technology and change management, as well as personnel motivation and financial management. Through the implementation of innovations, companies can not only remain competitive, but also create new markets and opportunities for growth. Optimizing innovation through business process automation includes strategies such as demand analysis and forecasting, competitive benchmarking, dynamic price management, product lifecycle management, and personalized marketing planning. These approaches help maintain optimal inventory levels, adapt prices to market changes, phase out obsolete products and introduce new products, and create personalized marketing strategies for different customer segments. Automation of assortment management is an important aspect of innovative development of the enterprise, which includes a number of marketing strategies and methods to achieve specific goals. The expansion of the assortment is implemented through the use of CRM and ERP systems. These technologies allow you to collect and analyze sales data, which leads to an increase in sales volumes and increased profitability. The reduction of the assortment is based on ABC and XYZ analysis, which allows the enterprise to identify the most profitable and popular products. This ensures cost reduction and optimization of warehouse stocks. The deepening of the assortment uses CMS (Content Management System) and ECOM (E-commerce) to increase the average check and strengthen competitive positions. These systems help create personalized offers for consumers, which has a positive impact on sales. The update of the assortment is supported by CAD/CAM systems (Computer-Aided Design/Computer-Aided Manufacturing), which allow you to modernize products and increase the life cycle of goods. This allows the enterprise to adapt faster to changes in demand. The harmonization of the assortment is carried out through the use of CRM, ERP and BI systems (Business Intelligence). This helps increase customer loyalty, form a clear assortment structure, and strengthen the company's image.

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