SYSTEMATIC AND SYNERGETIC APPROACH IN THE FORMATION OF MARKETING STRATEGIES FOR THE INNOVATIVE DEVELOPMENT OF ENTERPRISES ON THE BIOENERGY MARKET

Анотація

Purpose. The purpose of the article is the formation of a holistic methodical approach to the development of marketing strategies for the innovative development of agricultural sector enterprises on the bioenergy market. Methodology of research. Research methods were used by the author include a systematic approach to understanding the content and structure of the bioenergy market and the role of its individual participants; methods of induction and generalization for the implementation of a synergistic approach to the formation of marketing strategies for innovative development. Findings. The article proves that one of the important methods of researching agricultural sector enterprises in the bioenergy market and choosing development strategies is the system-synergistic approach. A research methodology for the bioenergy market and its subjects has been developed. It has been proven that the formation of the bioenergy market today is impossible without a scientific justification for the selection of priority directions for the development of enterprises in the agrarian sector, taking into account external disturbances and fluctuations during the determination of strategies, goals and objectives. It has been established that in such cases it is necessary to use marketing research of the bioenergy market, the results of which will be the basis for developing a marketing strategy. The sequence of development of the marketing strategy of innovative development, taking into account the synergistic methodology, is proposed. Methodological and recommendation blocks are singled out in the article, which make it possible to formulate proposals for improving marketing strategies for the innovative development of enterprises in the bioenergy market. Originality. Methodological principles of the study of the bioenergy market based on the application of a system-synergistic approach are summarized. The method of researching the development of the bioenergy market, the stages of forming a marketing strategy for the innovative development of agricultural sector enterprises in the specified market is proposed. Practical value. The presented results can be used by scientists and practitioners in the process of analysing the state and directions of innovative development of agricultural sector enterprises in the bioenergy market, which determines the practical value of this scientific article. Key words: systemic approach, synergistic approach, bioenergy market, marketing strategy, innovative development.

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