Poberezhna M. Communication Strategies of Providing Strategic Development of Bread-baking IndustryEnterprises

The thesis isdevoted to research of theoretical principles and to develop of practical recommendations for the strategic development of the enterprises on the basis of their communication strategies. Theoretical approaches to the definition of concepts such as strategy development and communication are generalized. The conceptual and categorical frame work in the part of determination the essence of the concepts "strategic development", "communication strategy", "communication development" are developed. The communication channels that used in the enterprise are systematized. The condition of the bread-baking industry development is analyzed. Directions of the combination of communication channels with the elements of the marketing complex areproved. Methods of determining the effectiveness of the communication activity of the enterprise as a part of the strategic development are studied. Directions of the communication development as a part of the strategic development on the basis of a two-dimensional matrix and use of communication strategies depending on the phase of the enterprise's developmentare suggested.