COVID-19大流行导致管理和营销方法的转变

IF 0.5 Q4 ECONOMICS
Andrii A. Hutorov, Lyudmila I. Kurylo, Anastasiia D. Mostova, O. Sirenko
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引用次数: 0

摘要

本文对新冠肺炎大流行导致的管理和营销转型的理论和方法原则进行了总结和系统化。这项研究的主题是相关的,因为在冠状病毒危机的情况下,大多数类型的经济活动的风险都增加了。这些因素引起了消费者行为的变化,并导致了企业实体的管理和营销活动的相应转变。本文的理论和分析基础包括科学家的基础著作、乌克兰国家统计局的统计数据和主要咨询机构。研究采用了抽象逻辑概括、系统历史分析与综合、专题与调查分析、图解等方法。据确定,在冠状病毒危机的条件下,出现了严重的宏观经济失衡,生活方式发生了变化,社会的凝聚力和流动性下降。附加价值链、物流网络的破坏、商业实体总商业活动的减少,导致了人口生活水平和消费者信心指标的普遍恶化。研究表明,新冠肺炎疫情导致乌克兰人的消费需求层次发生变化,将重点转向生理和安全需求。因此,在乌克兰冠状病毒危机期间,大多数营销趋势都与社交距离、隔离人群和对疾病的恐惧有关。已经确立了市场营销的主要工具
本文章由计算机程序翻译,如有差异,请以英文原文为准。
TRANSFORMATION OF APPROACHES IN MANAGEMENT AND MARKETING DUE TO THE COVID-19 PANDEMIC
The article summarizes and systematizes the theoretical and methodological principles of the management and marketing transformation caused by the COVID-19 pandemic. The topic of the research is relevant because the risks of most types of economic activities have increased in the conditions of the coronavirus crisis. These factors caused changes in consumer behavior and led to corresponding transformations in the management and marketing activities of business entities. The theoretical and analytical basis of the article includes fundamental works of scientists, statistical data of the State Statistics Service of Ukraine and leading consulting agencies. Methods of abstract-logical generalization, systematic and historical analysis and synthesis, monographic and survey-analytical, graphic methods were used in the research. It was determined that significant macroeconomic imbalances appeared in the conditions of the coronavirus crisis, the way of life changed, and society became less cohesive and mobile. Destruction of added value chains, logistics networks, decrease in total business activity of business entities led to a general deterioration of the population’s living standards and the parameters of their consumer confidence. It is shown that the COVID-19 pandemic contributed to changes in the hierarchy of consumer needs of Ukrainians, shifting the focus to physiological and safety needs. Therefore, most of the marketing trends during the coronavirus crisis in Ukraine are related to social distancing, seclusion of people and fear of disease. It has been established that the main tools of marketing
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来源期刊
EGE ACADEMIC REVIEW
EGE ACADEMIC REVIEW ECONOMICS-
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