Regional’ni aspekti rozvitku produktivnih sil Ukraїni最新文献

{"title":"MECHANISMS AND INSTRUMENTS FOR PROMOTING OF INTERMUNICIPAL ECONOMIC COOPERATION IN TERRITORIALCOMMUNITIES OF UKRAINE","authors":"O. Laiko, M. Yezhov, I. Tsynalievska","doi":"10.35774/rarrpsu2021.26.028","DOIUrl":"https://doi.org/10.35774/rarrpsu2021.26.028","url":null,"abstract":"Introduction. The article considers the scientific principles of solving the problem of intensifying of territorial communities cooperation in the field of economic development based on the use of mechanisms and tools of financial, budgetary, organizational, informational stimulation of communities cooperation, according to their specialization advantages, prerequisites for building and improving of horizontal links.\u0000Goal of the article is to identify scientifically substantiated measures to stimulate economic development and cooperation of communities in Ukraine using mechanisms and tools of financial, economic, tax, organizational, information support for joint participation in the inter-territorial division of labor.\u0000Research methods: for the solving of the problem methods of statistical, logical, systematic analysis are used to identify the causes of changes in the dynamics of cooperation agreements of communities, and the method of synthesis of mechanisms and tools to enhance cooperation of local communities in economic development are also used.\u0000Results. The assessment of institutional support, dynamics and structure of territorial communities cooperation in Ukraine is carried out and the tendency of increase and gradual decrease of activity of their cooperation is revealed. Referring to the international experience of community cooperation, it is established that with the help of inter-municipal cooperation it is possible to ensure the socio-economic development of territorial and economic systems on the basis of their joint implementation of investment, social-economic projects. It is also substantiated the necessity of creating of objective conditions for the increasing of interest of communities in the implementation of economic cooperation, the development of which in the territorial communities of Ukraine is still quite low, \u0000The mechanism of stimulating of economic development and cooperation of communities in Ukraine with the use of tools for financial cooperation, by improving the existing system of horizontal equalization of territorial communities capacity, using resources of national regional development funds, European support programs, as well as tax instruments to stimulate cooperation, including such local tax as land tax, the rates of which are to be differentiated depending on the passage of a particular project of inter-territorial economic cooperation payback stage. .\u0000Prospects for the study are seen in the further, deeper assessment of the effectiveness of the proposed mechanisms and tools of stimulation of economic cooperation of local communities from the standpoint of expanded interpretation of the concept of sustainable development, with economic, budgetary, social and environmental components.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127193587","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE CONCEPT OF BUSINESS COOPERATION IN THE FORMATION OF LOGISTICS DISTRIBUTION CHANNELS","authors":"Dmytro Vasylkivsky, Anna Shevchuk","doi":"10.35774/RARRPSU2020.25.005","DOIUrl":"https://doi.org/10.35774/RARRPSU2020.25.005","url":null,"abstract":"Introduction. The article is devoted to the formation of a theoretical concept about the loyalty of consumers in the distribution channels of finished products as some complex economic phenomenon.\u0000The article addresses the problem of distribution channels and their effective formation which is one of the utmost importance at present time. The results showed that distribution channels are an important link in the value chain, which contribute to achieving a balance of interests of functionally related businesses that ensure the delivery of goods from producer to consumer. It is determined that the recent changes in the activities of wholesale and retail intermediaries are associated with changes in purchasing behavior, the development of network retail, the emergence of new forms and methods of selling goods, the active use of information technology and online interaction.\u0000Goal. Development of conceptual provisions for business cooperation in marketing distribution channels.\u0000Results. It is substantiated that the traditional market space, dominated by the manufacturer, is evolving and is now taking the form of what is called a market space focused on distribution. It is proved that within this space there is a shift of emphasis from competitive relations between participants of distribution channels to relations of cooperation and partnership. This requires the development of new mechanisms of interaction in such distribution channels, taking into account the economic interests of their participants and ensuring consistency of action based on the concept of business cooperation.\u0000It is noted in the article that the need to expand the boundaries of interaction arises due to the need to increase the efficiency of enterprises through the possibility of using the skills, resources and assets of business partners. It is proved that cooperation in modern conditions becomes the basis for ideas generation, innovations development, and a source of sustainable competitive advantages that contribute to the formation of a unique strategic asset – a partnership network based on a long-term mutually beneficial relationships of business partners in the chain of created value. At the same time, the refusal to cooperate leads to differences in the interests, goals and functions of participants in marketing distribution channels, which entails conflicts and increases costs in the process of delivery of goods from producer to final consumer.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"12 S1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131811024","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"IMPROVEMENT OF ENTERPRISE STAFF TRAINING SYSTEM","authors":"Halyna Babiak, I. Illiash","doi":"10.35774/rarrpsu2019.24.102","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.102","url":null,"abstract":"The article substantiates the importance of improving the personnel training system of the company under the current competitive conditions. It has been found that providing continuous training and increasing the level of professional and personal competences allows to ensure high results of work, to maintain competitiveness of the firm and the staff both in the internal and external labor markets. Thus, it is substantiated that the vocational training system is a very important tool for effective management of the organization. The peculiarities of the organization and conducting of professional training at the enterprise of the “Pearl of Podillya” Ltd., in particular: the role of certification in the process of identifying the need for professional development; methods of performance appraisal at a particular enterprise; the first attempts to organize the learning process with the help of a specially created unit in the personnel management structure; the nature of the forms of training applied at the enterprise depending on the needs and results of training, positions and sphere of activity of employees; the importance of in-house trainings and seminars, special certified development programs, internships and mentoring in the training and professional development of employees of the enterprise are revealed. Problems in the process of organization and training of personnel at the enterprise are found out, namely: chaotic and poor planning of training results, limited financial resources, insufficient connection between training and motivation (material and moral) of employees. It is suggested to: take into account the experience of other countries and successful companies in the field of personnel development; provide a transparent system for the relationship between certification, learning outcomes, career advancement and remuneration; implement staff rotation, individualized vocational training planning and continuing education.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"397 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122184577","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"KEY MARKERS OF COMPONENTS OF ECONOMIC SECURITY OF THE STATE","authors":"Igor Scherb","doi":"10.35774/RARRPSU2020.25.056","DOIUrl":"https://doi.org/10.35774/RARRPSU2020.25.056","url":null,"abstract":"Introduction. The article substantiates and proves the objective necessity of forming a system of vectors for assessing economic security, taking into account the transformational challenges of our time; certain trends in economic security and their key markers, which reflect modern transformation processes, namely: economic, technological, educational trends, socio-political, demographic and environmental. The proposed trends in economic security correspond to modern economic realities and develop the provisions of the concept of national economic security, taking into account new external economic and internal economic and socio-political conditions, challenges and threats to the functioning of the national economy.\u0000Goal. The goal of the article is to prepare trends in the approach to the formation of economic security of the state and their key signs that reflect modern transformation processes, namely: economic, technological, trend areas of education, socio-political, demographic and environmental.\u0000Results. The article states that during the last decade is actively developing and applies to the application of a risk-oriented approach to the formation of a system of economic security in one country. Within the risk-oriented approach, risks and their potential consequences are constructed by the system of combating danger precisely and the basis of such an approach. The peculiarity of the risk-oriented approach is that it takes into account not only the likely threats, but also the ability of the country to counteract such threats, identifying its potential vulnerability.\u0000Relationships between national security and economics increased as globalization and economic integration increased in recent decades. For open economies of the world, these interconnections are manifested as opportunities and possible threats to their national security. It is the definition of \"risks vectors\" that allows the channels of interactions between economic factors and national security. Relationships between national security and economics increased as globalization and economic integration increased in recent decades. For open economies of the world, these interconnections are manifested as opportunities and possible threats to their national security. It is the definition of \"risks vectors\" that allows the channels of interactions between economic factors and national security.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129160109","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PROBLEMS OF LABOR POTENTIAL FORMATION IN UKRAINE UNDER THE CONDITIONS OF TERRITORIAL DECENTRALIZATION","authors":"Yevhen Kachan, Anatolii Koshil, N. Koshil","doi":"10.35774/rarrpsu2019.24.033","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.033","url":null,"abstract":"In the article \"Problems of labor potential formation in Ukraine under the conditions of territorial decentralization\" the modern tendency of quantitative representation formation of labor potential is considered. The article also deals with the economically active population and the number of people employed under the conditions of prolonged depopulation of the population and the growing ranks of the population migration outside the state. The peculiarity of these processes is that they take place in the context of territorial decentralization. It means the administrative-territorial structure reforming and the formation of united territorial communities. The article examines the regional differences in the process of united territorial communities formation. Some recommendations have been made regarding the consideration of human resources, migration of the population and justification of the capacity of the united territorial communities in terms of land supply for the inhabitants of especially newly formed integrated territorial communities.\u0000It is necessary to justify an economic viability of united territorial communities for their successful functioning. At the same time, the primary task is to calculate the existing and prospective population of economically active united territorial communities population, a deep and detailed analysis of the labor market to meet the needs for labor at the expense of own resources of living labor, to assess the possible extent of young age groups migration. We consider it is expedient to set quantitative parameters of future united territorial communities at the state level, that is the optimal size of territories, population, and availability of social infrastructure facilities.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125782907","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MODERN TRENDS OF INTERNET MARKETING","authors":"L. Turchyn, Victor Myhailovych Ostroverhov","doi":"10.35774/rarrpsu2019.24.075","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.075","url":null,"abstract":"The article discusses the theoretical foundations of Internet marketing, analyzes the use of Internet marketing tools, investigates the introduction of innovative Internet marketing trends in the activities of modern enterprises. Internet marketing tools have been reviewed and characterized, such as: SEO-optimization, ie search engine promotion; E-mail; advertising on social networks (SMM); contextual advertising, one of the most popular advertising methods on the Internet; banner advertising, graphic image is located on the website page Publisher; traffic arbitrage, purchase by a webmaster of traffic at a certain price for resale on better terms. The main trends that dominate the field of Internet marketing are identified and analyzed, namely: dynamic activation of mobile marketing, active use of web analytics, advertising in video format, influencer marketing (a strategy that requires special people to reach the desired audience), Email marketing, content marketing, Instagram promotion, chatbots and messengers, the transition from individualism to collaborative creativity. It is concluded that Internet technologies are changing the way companies interact with their employees, partners, competitors and suppliers, and Internet marketing is evolving with incredible speed, and only those who are able to change and adapt to new business conditions are catching up with new trends, think of a quality marketing strategy.\u0000The authors find that with the development of society and the growth of progress in the whole business it is becoming increasingly difficult to promote their product or service, especially in the conditions of fierce competition. In fact, for a successful business, an entrepreneur must be an innovator, not afraid of changes in the organization of marketing activities. The business owner should monitor all the actions of his competitors, use all possible (legitimate) ways to achieve the goal, so the main goal is to increase the competitiveness of the company and increase its profits.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131419240","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"CREATIVE INDUSTRY DEVELOPMENT IN UKRAINE: ANALYSIS AND EVALUATION","authors":"N. Bakulina, V. Falovych","doi":"10.35774/rarrpsu2019.24.024","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.024","url":null,"abstract":"Introduction. In the modern development of digital technologies and the information society the ideas are produced faster than ever before, creating a commercial and consumer purposes. National economiсs can not develop effectively in a closed environment. Today is much easier to sell creative product online, but in many developing countries, it is still difficult to achieve. In 2018 the Global UNESCO report noted that many small businesses, including artists from developing countries face many challenges in integration into global export markets, unlike those countries with access to services such as logistics for the delivery of goods abroad, knowledge of regulatory requirements to export laws of importing countries and so on. The relevance of creative industries is amplified during the increase in economic development, globalization of the world economy and erasure of national boundaries.\u0000Purpose. The article aims to analyze the current state of creative industries in Ukraine and their evaluation as strategic development segment.\u0000Methods. To achieve the goal methods of analysis and comparison of international experience, ordering statistics are used. Formation of the overall picture of creative industries in Ukraine carried out based on a systematic approach.\u0000Results. The tendencies of development of creative industries in Ukraine are found out based on an analysis of the literature, international experience and organizing statistics,. The priority directions of development of the industry that provide competitive advantages in the context of globalization. The necessity of a clear definition of creative industries in domestic legislation. The problems of formation and development of creative industries in the national market in Ukraine and ways of solving them.\u0000Discussion. The direction of future research is focusing on building a coherent, unified system of indicators creative industries and their comprehensive evaluation on the basis of national and international experience. This will help identify the creative industry as a strategic vector of economic development and to develop effective tools for their effective implementation and use, and appropriate regulatory and legal support.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128779350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PECULIARITIES OF STATE POLICY IN THE FIELD OF ANTI-CYCLIC REGULATION OF ECONOMY - THEORY AND METHODOLOGY","authors":"T. Marshalok","doi":"10.35774/rarrpsu2019.24.063","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.063","url":null,"abstract":"Introduction. Economic cycles, the periodic emergence of economic imbalances, deep economic crises, the need for effective management of economic fluctuations have created the need to develop an effective mechanism for anti-cyclical economic regulation. As a result of the in-depth study of these problems, it has been established that the most effective instruments of anti-cyclical economic regulation are financial instruments owned by the state and divided into monetary and fiscal ones. They in turn are divided into discretionary and non-discretionary, and regulated by legislative acts and regulatory documents.\u0000As a result of a retrospective analysis of management of economic cycles through the use of financial means of the state, it has been proved that monetary policy is less sustainable than economic fiscal policy. On the contrary, for the last century, precarious monetary policy has caused many financial and economic upheavals; the world has seen at least three monetary and monetary systems that have been subject to a downturn every time. Therefore, it is not worth considering monetary policy sufficiently effective in the implementation of anti-cyclical regulation.\u0000While fiscal policies each time, in all economic crises, have played the role of a \"lifeline\" for countries that have taken anti-cyclical economic regulation measures.\u0000That is why the study of the problem of effective state management of socio-economic fluctuations is one of the most urgent issues of economic science.\u0000The goal of the work. To investigate the essence of monetary and fiscal instruments of counter-cyclical regulation of the economy, to identify their strengths and weaknesses, to propose effective mechanisms of counter-cyclical regulation of the economy, which would ensure economic development in the country.\u0000Methods. In the course of the research, general scientific and empirical methods of economic science based on a systematic approach are used, in particular: methods of scientific knowledge: dialectical and logical, analysis and synthesis, generalization, graphical, scientific abstraction - in the study of state financial policy in the field of anti-cyclical regulation of the economy.\u0000Results. The article deals with the essence of monetary and monetary systems, analyzes their weak and strong sides, identifies the causes of their decline. It was established that monetary factors influenced the emergence of centers of economic crises.\u0000The essence of fiscal policy, its types and models, and the way in which its instruments influence the course of the economic cycle are considered and deeply analyzed. The mechanisms of fiscal policy, which should be used by the state at different stages of the economic cycle, are singled out. It is proved that in economically developed countries during the economic crisis it is expedient to use a socially-oriented model of fiscal policy of acyclic nature that most effectively influences the overcoming of economic imbalances and is capa","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"59 12","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131672138","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"THE SOCIETY NEED IN RATIONAL INTELLECTUAL USE TO PROVIDE FUNCTIONING AND DYNAMIC DEVELOPMENT","authors":"Petro Babii","doi":"10.35774/rarrpsu2019.24.116","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.116","url":null,"abstract":"The article deals with the works of domestic scientists who have researched the problems of creation, management and intellectual use. The views of scientists are focused on understanding the management of processes of intellectual use, the study of intellectual resources in the knowledge economy, the study of aspects of valuation of intellectual capital and the influence of factors on its management mechanism, the establishment of the place of intellectual assets in the national innovation system.\u0000The purpose of the research is based on the development of ways to manage the process of intellectual use in the domestic knowledge economy. This will maximize the efficiency of the use of individual, corporate and state intellectual capital.\u0000It has been established that developed countries implement and implement knowledge management programs that help achieve business efficiency, society and the state. Declining government funding for higher education institutions is hampering the creation of new knowledge, leading to lower revenues for the business sector and budget revenues.\u0000State levers in the field of education that can improve its quality and prevent the migration of knowledge are revealed. At the state level, education reforms should be implemented that focus on the quality of the teaching staff of higher education institutions.\u0000Illuminated tools for managing knowledge based on innovation and serving as intangible assets. Models characterizing the influence of knowledge on financial and economic activity have been formed. These models reflect the process of exchanging intellectual resources between partners.\u0000A cyclic-conectic model of the application of new knowledge for the purpose of their commercialization or capitalization is proposed. It is noted that knowledge as a resource is dual in nature and requires a specific approach to assessment and management. A price-margin model of intellectual use has been developed that includes certain components that affect the size of the margin.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127025946","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"NATIVE ADVERTISING AS A PRIORITY WAY OF CONTENT STRATEGY MANAGEMENT","authors":"Oleh Lehkyy, Oleksandra Martsinkovska","doi":"10.35774/rarrpsu2019.24.053","DOIUrl":"https://doi.org/10.35774/rarrpsu2019.24.053","url":null,"abstract":"The following article outlines the current state of the management of communication channels usage on the Internet, especially the PPC (Pay Per Click) model of it; nowadays this process is characterized by the prevalence of the consumer value of messages, which occurs in the context of content marketing; in its turn, it is highlighted how content marketing initiatives compete with more traditional means (contextual and display advertising); modern principles and requirements of the content strategy of the company, based primarily on Google’s assessments recommendations and quality experience of the website visitor, are systematized, and they include the profile and authority of the author, specifications regarding video on web-pages, “Your Money Your Life” criteria (which focuses on goods and services that may influence many state or health of the consumer or visitor of the web-page), author’s reputation, and the criterion E-A-T (Expertise, Credibility, Reliability); the essence of native advertising as a new hybrid digital marketing tool that combines the consumer usefulness of the material and the commercial component of the advertisement module to achieve tactical (generating inbound traffic, increasing campaign reach) and strategic goals (applying the image and, in part, reminiscent marketing functions of this tool) are identified; the basic factors of success of native advertising in modern conditions of competition of information portals and content projects in social networks are highlighted; the method of calculation of the native advertising performance is suggested which includes several indicators to calculate the returns on the specific native advertising; tendencies of development of native advertising and ways of determining its effectiveness are outlined.","PeriodicalId":312866,"journal":{"name":"Regional’ni aspekti rozvitku produktivnih sil Ukraїni","volume":"76 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115700284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}