Marketing analysis of enterprise competitiveness in the market of the Leningrad region

Jazyk: ruština
Rok vydání: 2020
Předmět:
DOI: 10.18720/spbpu/3/2020/vr/vr20-3506
Popis: Тема выпускной квалификационной работы: «Маркетинговый анализ конкурентоспособности предприятия на рынке Ленинградской области». Данная работа посвящена изучению рынка загородного Ð¾Ñ‚Ð´Ñ‹Ñ Ð° и разработке конкурентной стратегии курорта Â«ÐžÑ Ñ‚Ð° парк». Работа проведена на предприятии ООО «ФЭМИЛИ КЛАБ», функционирующего на территории курорта Â«ÐžÑ Ñ‚Ð° парк». В Ñ Ð¾Ð´Ðµ исследования были выявлены искомые выгоды потребителей, на основе ÐºÐ¾Ñ‚Ð¾Ñ€Ñ‹Ñ Ð±Ñ‹Ð»Ð° разработана конкурентная стратегия и предложены новые пакетные предложения для Ð¿Ñ€Ð¾Ð¶Ð¸Ð²Ð°ÑŽÑ‰Ð¸Ñ Ð³Ð¾ÑÑ‚ÐµÐ¹. В работе была проведена оценка корпоративного профиля конкурентов курорта, а также был разработан контент-план для предприятия. Также была изучена ценовая политика, коммуникационная политика предприятия и разработана конкурентная стратегия курорта. На основе проведенного исследования был сделан вывод о том, что разработанная конкурентная стратегия сможет обеспечить курорту новый поток гостей и вывести его на новый уровень Ð´Ð¾Ñ Ð¾Ð´Ð°.
Theme of the final qualification work: “Marketing analysis of the enterprise’s competitiveness in the market”. This work is devoted to the study of the market for rural recreation and the development of a competitive strategy for the resort “Okhta Park”. The work was carried out at the enterprise FEMILY CLUB LLC, operating in the territory of the Okhta Park resort, where a significant part of the actual material was collected: a field study, which was carried out by means of a survey. The desired benefits of consumers were also identified, on the basis of which a competitive strategy was developed and new package offers for living guests were proposed. Based on the study, it was concluded that the developed competitive strategy will be able to provide the resort with a new flow of guests and bring it to a new level of income. The work was carried out at the enterprise FEMILY CLUB LLC, operating in the territory of the Okhta Park resort. During the study, the desired benefits of consumers were identified, on the basis of which a competitive strategy was developed and new package offers for living guests were proposed. They also studied the pricing policy, the communication policy of the enterprise and developed a competitive resort strategy. Based on the study, it was concluded that the developed competitive strategy will be able to provide the resort with a new flow of guests and bring it to a new level of income.
Databáze: OpenAIRE
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