Larina K. Management of technical reequipment of an enterprise based on marketing conception

Research object: the process of technical reequipment management of industrial enterprise; the goal of the work: theoretical ground and development of methodical and practical recommendation of technical reequipment management of machine-building enterprises with an allowance of marketing approach; the method of research and device: the analysis and synthesis, the analysis of statistical data, logical generalization, the system’s analysis, pooling, the taxonomic analysis, the multiple regression, the structural equation models, forecasting on the based of neural networks; theoretical and practical results: in the work such concepts have been improved: the methodical approach to choice of measures and lines of technical reequipment, based on structural equation models and forecasting with the help of neural networks, the methodical approach to the conducting of complex estimation of production’s organizational technical level in relation with the estimation of marketing activities, the process of technical reequipment management by means of determination of its main stages and its content, the methodical approach to the determination of technical reequipment variants on the base of typical tasks of technical development and tendencies of market product demand; in the work the determination of essence of the concept «technical reequipment of working production » and technical reequipment management system got further development; the practical value of the obtained results is that the introduction of scientific and practical developments into the machine-building enterprises allows to promote efficiency of choice of measures and lines of technical reequipment with an allowance of predominant tendencies at the market; object and level of introduction: the developments are put in practical activity of JSC «Stankinprom», Kharkov electrical engineering plant «UKRELECTROMASH»; the sphere of the use: industrial activity of machine-building enterprises, educational process.