COMMUNICATION STRATEGY DEVELOPMENT DIRECTIONS OF AVIATION BUILDING ENTERPRISE AMID UNSTABLE ENVIRONMENT

Abstract

The communication strategy of the aviation construction enterprise is analyzed and the scientific and practical recommendations for its development taking into account the influence of conditions of unstable environment are developed. The authors considered the views of scientists on the essence of marketing communication strategies, proposed the author's interpretation of the communication strategy. The enterprise communication strategy is considered as the process of integrated communication of the enterprise with the target audiences (consumers, partners, investors, state authorities, professional associations and unions), which contributes to the achievement of the mission of the company, corresponds to its business and functional strategies, maximally efficient environment. An analysis of the unstable environment of functioning of the aviation construction enterprise was carried out, which became the basis for the emergence of new serious negative factors. Analysis of the existing problems of the aviation industry in the context of various aspects made it possible to give a classification of problems that it faces, in particular: production, financial, investment, marketing, scientific and technological, institutional. The communication strategy of Motor Sich JSC in terms of internal and external communications is characterized. Problem aspects of the communication strategy of Motor Sich JSC were identified. Emphasis is placed on strengthening the communication system of the enterprise with representatives of the aviation industry, research institutions and public authorities in order to increase the competitiveness of Ukrainian aviation industry products in international markets. The directions and actions for the implementation of the enterprise communication policy have been elaborated taking into account the influence of an unstable external environment, namely: ensuring more effective communication with state authorities; establishing effective communication with representatives of the aviation industry and research institutes on discussing, making and implementing effective management decisions; increasing confidence in Motor Sich JSC among partners, impact groups and the public; promoting the purpose of the enterprise among all stakeholders.