Features of promotion of machine-building enterprises production
Journal Title: Економіка. Фінанси. Право - Year 2019, Vol 5, Issue
Abstract
The article is devoted to the research of the most effective ways to promote the goods of the machine-building complex. The main reasons that led to the increase of competition in the market of machine-building goods were analyzed. The calculation of the cost of each of the methods of promotion and their drawbacks and advantages are revealed. It is substantiated that in order to achieve the goals of advertising activities, it is expedient to use an integrated approach. Today, in many countries of the world, there is an improvement in the economic situation, which is the reason for improving the quality of life of the population and increasing its purchasing power. As a result, the tendency to increase consumption of various goods and services is fixed. In turn, this situation encourages manufacturers of goods for the population to increase their turnover and produce even more products in order to meet the growing demand. In addition, it's necessary for manufacturers to look for new assortment solutions in order to profit from the background of competitors and to offer customers what other firms can not provide. Often, for the production of a new product, one idea is not enough - it is necessary to have special equipment with specific parameters and characteristics, on which it will really be possible to make an innovative product. As a rule, manufacturers of the final product do not possess in their arsenal such basic means to independently make the necessary equipment (it is not necessary), therefore, they trust the case to professionals - machine-building enterprises. The goal of any enterprise is to outperform competitors and attract new customers. The simplest and most effective way to do this is to improve the system of product promotion. In the field of mechanical engineering products are specific, so for it the standard methods of promotion (through the media and outdoor advertising) are not appropriate. The main areas that can be used to promote such products include the distribution of printed materials, participation in specialized exhibitions and online advertising. As for the latter method, there are several options: promoting your own site, contextual advertising, targeted mailing and social networking. We believe that only an integrated approach will yield the greatest result, so you should use all the ways to move together.
Authors and Affiliations
Oksana Mykhailivna Kravchenko, Anastasiia Serhiivna Cheban
Keywords
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