Diachuk I. Modeling promotion activity of the enterprise in wine industry

The thesis developes: the classification of promotion activities that is combined one and counts the tools both direct and indirect effects on consumers that helps to identify the features of wine products promotion; the study conceptual apparatus, in particular a "promotion activity", that is to be meant a comprehensive action program aimed at the selecting priority instruments and measures, their best combination to enhance their integrative impact on consumers, emphasizing the features of the communication activity optimization and specifying the peculiar characteristics of this line of action. The author first offers a concept of modeling promotion activity of wine industry that considers types of consumers of wine products with promotion channels according to these types and optimizes costs on each channel depending on its efficiency to enhance the effectiveness of promotion policy of the enterprise. The study improves such models as: model of reflexive management of promotion activity of wineries in terms of consumer heterogeneity based on formal procedures for determining the ranks of types of consumers. That allows correlating a got image with ideal images of consumer and producer, formating the alternatives of reflexive management in order to improve the efficiency of the wine industry; and optimization model of cost allocation in promotion activity of wine enterprise by the structural modeling techniques that helps the producer to effectively manage the channels by limited resources and allocate funds concerning their effectiveness.