Shvydenko O. Formation of Internet marketing system on agricultural enterprises

The thesis is devoted to the substantiation of theoretical positions and practical recommendations on formation of Internet marketing system at agricultural enterprises. The essence of Internet marketing system, its tasks and functions are revealed, the generalized classification of its components and tools is developed. Features and benefits of Internet marketing system application in agriculture are defined. The international experience of Internet marketing system formation at agricultural enterprises in developed countries is investigated. The current state of Internet environment of Ukraine is determined; prerequisites, limitations and tendencies to the use of Internet marketing by domestic enterprises are established. The mathematical-statistical model of user behavior that defines quality characteristics of their positive attitude to the websites of enterprises to attract new customers and increase their awareness of the products is suggested. The proposals for achieving effectiveness of Internet marketing system at agricultural enterprises using adapted indicators are presented. Recommendations on formation of Internet marketing system and activities of its implementation at agricultural enterprises are developed.