Syhyda L. The justification of marketing channels' choice for innovative products distribution at industrial enterprises

The object of the scientific research: process of marketing channels' choice in the distribution system of innovative products at industrial enterprises. The purpose of the scientific research: development of theoretical and scientific-methodical bases of substantiation choice of marketing channels for innovative products distribution at industrial enterprises. Research methods and apparatus: comparative and statistical analysis; system approach; method of logical generalization; systematic-structural and logical analysis; factor analysis; mathematical analysis; method of expert evaluations. Theoretical and practical results: results are methodical ad practical recommendations that help to improve efficiency of innovative products' distribution at industrial enterprises on the basis of marketing channels' justified choice. Novelty: new scientific and methodical approach to the stages formation of the choice of marketing channels for innovative products' distribution based on results of marketing distribution policy comprehensive diagnostic, marketing channels evaluation, which is based on calculation of the integrated indicators of their economic / marketing state, and definition of marketing channels' reasonably suitability to innovative products' distribution is designed; methodical approach to marketing channels evaluation, which in contrast to existing is based on calculation of the integrated indicators of their economic / marketing state and allows to estimate state of the existing channels more fully and precisely is advanced; methodical approach to enterprise's marketing distribution policy comprehensive diagnostic, which defines constraining and making active factors of its internal and external environment, is advanced; concept of the definition "marketing channel of innovative products" has got further development; conceptual bases of marketing channel management which in contrast to existing provide a definition of marketing strategies and specification of management actions within them according to channel's position on the "economic state-marketing state" matrix have got further development; approach of marketing channels' checking which in contrast to existing provides their conformity to specifics of innovative products, bases on system of criterias and allows to define reasonably suitability of marketing channels to innovative products' distribution has got further development. Degree of implementation: development and practical recommendations were put into practice: "Bilopillia machine-building plant" Ltd, PSPE "Terra", "Sumy engineering works" Ltd, "Variant-Germotechnika" Ltd, in scholastic educational process of Sumy State University. The sphere of the use: Economy and Management of the Enterprises.