Approaches to the formation of communication strategies of the enterprise in the Internet
Journal Title: Формування ринкових відносин в Україні. Збірник наукових праць - Year 2019, Vol 5, Issue 5
Abstract
The subject of the study is theoretical and methodical approaches to the formation of communication strategies of enterprises in the Internet. The purpose of the study is to uncover theoretical and methodological approaches to the formation of communication strategies with the help of Internet tools. Methods of research. In the work the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, the method of data generalization are used. Results of work. The article defines the essence of the category «strategy of marketing communications»; the factors of development of the market of Internet communications in Ukraine are determined; there are four main stages that outlined in the construction of a communication strategy on the Internet. Conclusions. The results of the study were follows. There are four main stages from which the development of the communication strategy in the Internet is developed, namely: the stage of development of the concept of the communicative program and its planning, the stage of practical implementation of the communicative program, the stage of tracking the implementation of the communicative program and the stage of assessing the effectiveness of marketing communication on the Internet.
Authors and Affiliations
T. V. , HUSHTAN
Keywords
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- DOI 10.5281/zenodo.3336043
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