农业企业经营管理体系中的营销管理

IF 2.8 4区 生物学
Roman Logosha, Lyudmila Pronko
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引用次数: 0

摘要

本文根据所选择的概念方法,对作者对营销管理本质的解释进行认识论分析,从而可以确定,对这样一个复杂的经济范畴的解释是不同的,这取决于系统的主要组成部分,这些组成部分在一定时期内对农业企业的活动形成了影响。明确了农业企业营销管理的主体、目的、任务、职能和任务。提出了农业企业营销管理的定义。市场营销管理在农业企业中的应用与农业市场主体的市场营销研究、分析和应对企业运作的内外部环境变化有关。农业企业的营销管理体系代表了广泛的营销和管理知识,特别是产品(服务)开发和广告推广、销售和整合营销传播、规划、品牌、预算和战略管理。为了形成有效的农业企业营销管理体系,有必要了解营销管理实现既定目标的过程。根据市场营销管理体系,对所研究的农业企业的目标进行研究,这是农业市场发展不断变化条件下的客观需要,这是由激烈的竞争条件、消费者口味和偏好的动态变化以及全球农业领域的创新进程所决定的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
MARKETING MANAGEMENT IN THE MANAGEMENT SYSTEM OF AGRICULTURAL ENTERPRISES
The article carries out an epistemological analysis of the author's interpretations of the essence of marketing management according to the selected conceptual approaches, which has made it possible to establish that the set of interpretations of such a complex economic category is different, which depends on the main components of the system, which in a certain period of time form its influence on the activities of agricultural enterprises. The subject, purpose, tasks, functions and tasks of marketing management of agricultural enterprises are defined. The author’s definition of marketing management of agricultural enterprises is presented. It has been established that the application of marketing management at agricultural enterprises is related with the marketing research of agricultural market subjects, their analysis and response to changes in the internal and external environment of the functioning of enterprises. The marketing management system of an agricultural enterprise represents a wide range of marketing and management knowledge, in particular, product (service) development and advertising and promotion, sales and integrated marketing communications, planning, branding, budgeting and strategic management. In order to form an effective system of marketing management of an agricultural enterprise, it is necessary to understand the process of marketing management to achieve the defined goals. In accordance with the marketing management system, a study of the goals of the studied agricultural enterprises was carried out, which is an objective necessity under the changing conditions of the development of the agricultural market, which is determined by tough conditions of competition, dynamic changes in consumer tastes and preferences, and global innovation processes in the fields of agriculture.
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来源期刊
3 Biotech
3 Biotech BIOTECHNOLOGY & APPLIED MICROBIOLOGY-
自引率
0.00%
发文量
314
期刊介绍: 3 Biotech publishes the results of the latest research related to the study and application of biotechnology to: - Medicine and Biomedical Sciences - Agriculture - The Environment The focus on these three technology sectors recognizes that complete Biotechnology applications often require a combination of techniques. 3 Biotech not only presents the latest developments in biotechnology but also addresses the problems and benefits of integrating a variety of techniques for a particular application. 3 Biotech will appeal to scientists and engineers in both academia and industry focused on the safe and efficient application of Biotechnology to Medicine, Agriculture and the Environment.
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