Клієнтоорієнтований маркетинг як стратегічний інструмент успішного розвитку підприємств

• Дата: 2023
• Автори: Гелей, Ю. О.І., Ревякін, О. О., Леонідов, А. В.
• Формат: Стаття
• Мова: Ukrainian
• Опубліковано: Odesa National University of Technology 2023
• Онлайн доступ: //journals.ontu.edu.ua/index.php/fie/article/view/2803
• Назва журналу: Food Industry Economics

The purpose of the article is to study customer-oriented strategies and their impact on the efficiency and competitiveness of enterprises, taking into account modern market trends to ensure the effective development of business entities. Customer-oriented marketing in the conditions of the modern market acts as a strategic tool in a dynamic business environment. Enterprises are constantly faced with the requirement to adapt to the needs of individual consumers, which determines the relevance of the research. The article analyzes the methods and approaches of client-oriented marketing and their impact on the strategic development of enterprises. The research methodology is based on a comprehensive approach, which includes the analysis of scientific literature, conducting empirical research and comparative analysis of the use of customer-oriented strategies in various industries. Research shows that the successful implementation of customer-oriented strategies not only helps to satisfy the needs of customers, but also increases their loyalty and reduces losses. In addition, it was found that this approach helps to increase the competitiveness of enterprises and their profitability in the long term. The obtained results indicate the importance of implementing customer-oriented strategies in modern business. The main principles and approaches to the implementation of customer-oriented marketing at enterprises have been considered, including the study of needs and preliminary market research, as well as the personalization of offers through various communication channels. The practical value of the study lies in the fact that it has formed a set of recommendations for the application of such strategies in various sectors of the economy. Such advice can be useful for business leaders in solving strategic tasks and increasing their success in the market. In general, the article contributes to the definition of key aspects of customer-oriented marketing and its role in the strategic development of enterprises, contributing to strengthening their position on the market and achieving success in the dynamic environment of modern business.