РАЗРАБОТКА МАРКЕТИНГОВОЙ СТРАТЕГИИ РАЗВИТИЯ ЖИВОТНОВОДСТВА
Аннотация
Цель. В статье на основе стратегического анализа животноводства разработана маркетинговая стратегия устойчивого развития предприятий АПК на уровне региона.
Материалы и методы. В аналитической части произведен анализ развития животноводства в России и за рубежом. Дана оценка государственной поддержки отрасли на региональном уровне. Проведена сегментация рынка продукции мараловодческого комплекса, впервые проведена сегментация рынка мараловодческого комплекса Республики Алтай. Также разработана региональная маркетинговая стратегия развития отрасли.
Результаты. Исследована сущность стратегического маркетинга как новой формы управления региональной экономикой. Обоснована необходимость применения инструментов стратегического маркетинга для адаптации предприятий АПК к требованиям рынка. Показана роль агромаркетинга в развитии сельского хозяйства. Маркетинговые коммуникации выделены как один из инструментов развития животноводства.
Заключение. Определены региональные факторы, которые определяют развитие животноводства региона. Сформулирована маркетинговая стратегия для устойчивого развития мараловодческого комплекса Республики Алтай, применимая и для других регионов, где пантовое мараловодство играет значимую роль в региональной экономике.
Скачивания
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