Development of the marketing strategy of the organization
Jazyk: | ruština |
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Rok vydání: | 2022 |
Předmět: |
маÑкеÑинговÑе иÑÑледованиÑ
анализ конкÑÑенÑнÑÑ Ð¿ÑеимÑÑеÑÑв книжнÑй ÑÑнок competitive advantege analysis content promotion анализ поÑÑебиÑÐµÐ»Ñ ÐºÐ¾Ð½ÑÐµÐ½Ñ Ð¿Ñодвижение marketing research customer analysis book market publishing издаÑелÑÑÑво marketing strategy маÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑаÑÐµÐ³Ð¸Ñ |
DOI: | 10.18720/spbpu/3/2022/vr/vr22-2881 |
Popis: | ÐÐ°Ð½Ð½Ð°Ñ ÑабоÑа поÑвÑÑена ÑазÑабоÑке маÑкеÑинговой ÑÑÑаÑегии Ð´Ð»Ñ Ð¸Ð·Ð´Ð°ÑелÑÑÑва пÑи оÑÑÑÑÑÑвии полноÑенной маÑкеÑинговой деÑÑелÑноÑÑи в наÑÑоÑÑее вÑемÑ. РпÑоÑеÑÑе иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±Ñли ÑеÑÐµÐ½Ñ ÑледÑÑÑие задаÑи:1. ÐоиÑк оÑновной инÑоÑмаÑии Ð´Ð»Ñ Ð¾ÑÑÑеÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ (ÑоÑÑоÑние и ÑенденÑии ÑазвиÑÐ¸Ñ ÑÑнка, поÑÑебноÑÑи и пÑедпоÑÑÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑебиÑелей и Ñ. д.);2. ÐÑенка ÑилÑнÑÑ Ð¸ ÑлабÑÑ ÑÑоÑон издаÑелÑÑÑва, а Ñакже возможноÑÑей и ÑгÑоз;3. Ðнализ конкÑÑенÑов и Ð¸Ñ ÑеакÑÐ¸Ñ Ð½Ð° дейÑÑÐ²Ð¸Ñ Ð´ÑÑг дÑÑга;4. Ðнализ маÑкеÑинговой деÑÑелÑноÑÑи пÑедпÑиÑÑиÑ;5. ÐÑÑвление возможнÑÑ Ð¼Ð°ÑкеÑинговÑÑ Ð´ÐµÐ¹ÑÑвий Ð´Ð»Ñ ÑÑÑекÑивного доÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ Ñелей;6. РазÑабоÑка меÑопÑиÑÑий по ÑовеÑÑенÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑкеÑинговой ÑÑÑаÑегии;7. ÐÑенка ÑÑÑекÑивноÑÑи пÑедложеннÑÑ Ð¼ÐµÑопÑиÑÑий. РабоÑа вÑполнÑлаÑÑ Ð² незавиÑимом ÑаÑÑном издаÑелÑÑÑве «libra». Ð Ñ Ð¾Ð´Ðµ ÑабоÑÑ Ð±Ñли ÑаÑÑмоÑÑÐµÐ½Ñ ÑекÑÑÐ°Ñ Ð¼Ð°ÑкеÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑиÑÑаÑÐ¸Ñ Ð½Ð° ÑÑнке, пÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ PEST-анализ, SWOT-анализ, анализ Ñил конкÑÑенÑии по ÐÐ°Ð¹ÐºÐ»Ñ ÐоÑÑеÑÑ, анализ конкÑÑенÑного пÑоÑилÑ. Также бÑли иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ñ ÑÑÐµÐ½Ð´Ñ Ð¿Ð¾ÑÑебиÑелÑÑкого поведение, пÑоведено глÑбинной инÑеÑвÑÑ. РезÑлÑÑаÑом ÑабоÑÑ ÑÑала ÑазÑабоÑка pull-ÑÑÑаÑегии маÑкеÑинга Ð´Ð»Ñ Â«libra» на оÑнове ÑазÑабоÑки ÑиÑменного ÑайÑа, конÑенÑ-пÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ иÑполÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑиÑÑÐµÐ¼Ñ Ð¼Ð°ÑкеÑинговÑÑ ÐºÐ¾Ð¼Ð¼ÑникаÑий. This work is devoted to the development of a marketing strategy for a publishing house in the absence of a full-fledged marketing activity at the present time. During the research, the following tasks were solved:1. Search for basic information for planning (state and development trends of the market, needs and preferences of consumers, etc.);2. Assessment of the strengths and weaknesses of the publishing house, as well as opportunities and threats;3. Analysis of competitors and their reaction to each other's actions;4. Analysis of the marketing activities of the enterprise;5. Identification of possible marketing actions for the effective achievement of goals;6. Development of measures to improve the marketing strategy;7. Evaluation of the effectiveness of the proposed activities. The work was carried out in an independent private publishing house "libra". In the course of the work, the current marketing situation on the market was considered, a PEST analysis, a SWOT analysis, an analysis of the forces of competition according to Michael Porter, and an analysis of the competitive profile were carried out. Consumer behavior trends were also studied, an in-depth interview was conducted. The result of the work was the development of a pull marketing strategy for «libra» based on the development of a corporate website, content promotion and the use of a marketing communications system. |
Databáze: | OpenAIRE |
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