THE ECONOMIC SECURITY MECHANISM OF AGRICULTURAL ENTERPRISES: MARKETING APPROACH
Keywords:marketing approach, economic security mechanism, agricultural enterprises, marketing strategy, efficiency, differentiation
Modern reform processes in different sectors of the country's economy occur under the conditions of economic crisis, and agricultural enterprises are no exception.resilience and independence, i.e. to the concept of marketing. However, a certain percentage of agricultural enterprises in the sector still do not use marketing principles. The insufficient level of use by agricultural enterprises of the basic principles of marketing in their entrepreneurial activity is due to certain objective reasons. This is, in particular, the skeptical attitude of the part to the very essence of marketing and its importance for entrepreneurial activity; lack of financial ability to engage in marketing activities of a large number of small and medium-sized enterprises arising from transformation processes; lack of over-production of agricultural products, which would encourage the use of non-standard solutions in the process of selling products. The purpose of the research is to develop and model the mechanism of economic safety of agricultural enterprises on the basis of a marketing approach, to provide practical recommendations. Against this background and taking into account the peculiarities of transformation of the Ukrainian economy, it is necessary to study the possibilities of adapted use of marketing strategies in agricultural enterprises. The article investigates the characteristic features of agricultural enterprises; the mission of agricultural enterprises and the basic principles of management were summarized; the peculiarities of the differentiation strategy on the basis of marketing are substantiated; modeling of economic security at agricultural enterprises is proposed; the methodology of development of differentiation strategy within the marketing complex, which can be carried out according to the appropriate scheme, is analyzed; a generalized and analyzed mechanism for managing the economic security of agricultural enterprises on the basis of a marketing approach; the advantages and disadvantages of modeling the mechanism of economic safety of agricultural enterprises on the basis of a marketing approach are substantiated; proposals for the introduction of fixed means of communication policy in the activities of agricultural enterprises were submitted.
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