Маркетингові аспекти інноваційного розвитку виноробних підприємств

• Datum: 2020
• Hauptverfasser: Голодонюк, О. М., Мільчева, В. В., Бондарчук, Д. О.
• Format: Artikel
• Sprache: Ukrainian
• Veröffentlicht: Odesa National University of Technology 2020
• Online Zugang: //journals.ontu.edu.ua/index.php/fie/article/view/1910
• Назва журналу: Food Industry Economics

This article presents the analysis of the market for the production of still wines in Ukraine, conducts amarketing study of consumers, segments the sales market, and develops appropriate recommendations regarding the innovative development of the enterprise.Recently, the current state of the agro-industrial sector in Ukraine is in dire need of research programs that will actively contribute to the effective development of the agricultural sector and viticulture andwine production, as well as the domestic economy as a whole. The industry requires not only the introductionof effective economic management mechanisms, but also constant state support. This is formed with thecorrect use of the main components of the innovation environment, namely, natural, technological and organizational factors that contribute to increasing the efficiency of viticulture and wine production. It should benoted that the wine industry acts as one of the main sectors of the country's economy and currently needsinnovative development since it is in a state of protracted economic crisis.During the analysis of the Ukrainian wine market, both positive and negative development factorswere identified. But, despite all the negative trends that not only restrain development, but also eliminate theprerequisites for future growth, this industry remains promising and is regarded as one that can successfullydevelop in the future.In order to choose the right direction of development for wineries, a marketing research was carriedout using a questionnaire, which helped to determine the taste preferences of consumers.Based on the data obtained during the survey, a one-factor map was drawn up and the capacity ofthe wine market and the preferred segment was calculated.Based on the analysis, a new type of product was proposed for implementation - fruit wine and themain marketing strategies recommended for use in the implementation of the proposed project were described.