Zharova A. The formation of marketing strategy of the vinicultural and winemaking enterprises

Theoretical and methodical bases of viticulture and winemaking enterprises marketing strategy formation were investigated in work. Categories "strategy", "strategic marketing", "viticulture and winemaking enterprises marketing strategy" economic sub-stance were determined. The requirements for marketing strategy development and its features in viticulture and winemaking enterprises were identified. Development trends in viticulture and winemaking enterprises from 1990-2011 were presented. The importance of factors influencing the viticulture and winemaking enterprises products purchase were determined. The basic directions of marketing strategies formation in viticulture and winemaking enterprises were substantiated. The algorithm flowchart to marketing strategy formation, the scoring model of the demand for grapes and its products from consumer charac-teristics dependence, and prediction of multiplefactor option to change marketing strategy in viticulture and winemaking enterprises were proposed. The methodical approaches to evaluation on the base of consumer's loyalty to viticulture and winemaking enterprises were substantiated. The economic and mathematical model of forming the productive marketing strategy in viticulture and winemaking enterprises were proposed.