MARKETING MECHANISM OF SERVICE INDUSTRY MANAGEMENT
Journal Title: Проблеми і перспективи розвитку підприємництва - Year 2015, Vol 1, Issue 1
Abstract
The article shows that the post-industrial economy and performance are determined by the degree of services development. It was established that Ukraine's economy by this indicator is significantly behind developed countries in the industrial relation. We believe that most of the problems of services development are associated with the management, and especially with the formation of an effective mechanism for managing the development of services, with the state involved in the process. Specificity and features of the service sector priorities put forward to address the issue of integration of management systems and information structures into a single mechanism aimed at maximizing production and use of intellectual potential. The purpose of the article is to examine the factors and patterns of services transformation in post-industrial economy, marketing management mechanism of services development. The possibilities of using the methodology of marketing approach to the management of the service sector were singled out. We considered scientific works of foreign and domestic scholars who have made a significant contribution to the study of management problems in services. As a result of these studies, we considered quite successful use different techniques in marketing based on model designs, and calculation formulas used in marketing research management mechanism in services, design of distribution channels, pricing policies and the study of consumer behavior. The paper proposed improvement mechanism structure for managing the development of services based on marketing and showed the main factors that limit the ability of marketing technology services. The role and importance of marketing tools for the development of innovative services were defined. A significant reason for lagging development of services in Ukraine is the lack of use, and in some cases simply ignoring marketing software that permeate all phases of a subject's life and production services.
Authors and Affiliations
Irina Goryana
Keywords
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