Lidovsky Y. Modelling of marketing strategy of an enterprise (by the example of products of production and technical purpose)

The object of research in job is process of marketing activity of the enterprise in the markets of production of technological appointment. The purpose of job consists in development of a complex of economic-mathematical models a substantiation and choice of marketing strategy of the enterprise in the markets of production of technological purpose(appointment). Research receptions. In the work to job such methods of empirical and theoretical research were used: the system approach for construction of the concept of strategic marketing; the logic analysis for specification of the conceptual device; statistical methods of modeling - for modeling segments of the market of the consumers and positioning of production of technological appointment. The theoretical result of the new scientific rules, situations, developed in the dissertation, and methodical recommendations is, that they permit to solve a scientific - practical task of development of theoretical bases and practical recommendations from modelingmarketing strategy of the enterprise. The practical result of scientific rules, situations developed in job, is, that they are embodied in concrete techniques and offers on modeling marketing strategy of the enterprise. The scientific novelty of the received results consists in such: for the first time: the conceptual model and theoretical bases of a choice of marketing strategy of the enterprise is determined which comprise model of an estimation of a situation in the market and complex of economic-mathematical models, segmentation of the consumers and positioning of production, which provides with the help of model of a choice of measures of a complex to marketing - mix successful progress of production of technological appointment in the commodity markets; Have received the further development: the complex of economic-mathematical models of segmentation of the market of the consumers of production of technological appointment on the basis of the formulated principles and requirements, which provides a substantiation of definition of need and opportunities of the consumers; a complex of economic-mathematical models of positioning of production of technological appointment on the basis of the formulated principles and requirements, which provides an opportunity of identification of production of the enterprise; structural - logic model of an estimation of a situation in the market of production of technological appointment, which permits positioning production in the segments, appropriate to her, of the market, and also provides their synthesis; the model of a choice of measures of a complex to marketing - mix for progress of production of technological appointment in target segments of the market, is specified: essence of concepts: " Marketing strategy ", "segmentation", "positioning" and " the target market ", leaving with the structural - logic approach, which provides integrity of process of a choice of marketing strategy of the enterprise.