CONCEPTUAL FOUNDATIONS FOR THE FORMATION OF A MARKETING STRATEGY FOR REGIONAL FOOD MARKETS IN THE CONTEXT OF DIGITALIZATION

Анотація

The study of the conceptual foundations for the formation of a marketing strategy for regional food markets in the context of digitalization contributes to the development of marketing strategies, the competitive advantages of regional food markets, strengthening food supply to the agroindustrial complex, and the development of territories and regions, which increases the investment and innovation attractiveness of the regions. Therefore, the relevance of the topic under study is significant and is due to the dynamic processes of development of science, economics, and marketing, which requires scientists and marketers to develop and implement theoretical, scientific, methodological, and practical proposals and recommendations to improve the process of forming a marketing strategy for regional food markets in the context of digitalization. The purpose of the research is to develop the conceptual foundations for the formation of a marketing strategy for regional food markets in the context of digitalization. The formation and development of the conceptual foundations for the formation of a marketing strategy for regional food markets in the context of digitalization should be based on the following principles: market orientation, strategic marketing analysis, active strategic activity, long-term perspective in marketing activities, integrated and systematic approach, flexibility and adaptability, a combination of analytical component and creativity, multivariability. The above made it possible to develop the conceptual foundations for the formation of a marketing strategy for regional food markets in the context of digitalization and to form a constructive field, with the effective use of which, when forming a marketing development strategy, conditions are created for achieving the most beneficial results of implementing the strategy, such as increasing the profitability of production and processing industry in the activities of regional food markets, the financial stability of regional food markets, improving the effectiveness of marketing activities of regional food markets.

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