The dissertation is devoted to the substantiation of theoretical and methodological principles and the implementation of practical characteristics, defining the features of development and improvement of marketing strategies of agro-industrial production in the region. The dissertation substantiates the theoretical and methodological principles and practice of development, measures that pre-determine the implementation of an effective regional strategy for the development of enterprises of agroindustrial complex in the region, taking into account the relationship between the degrees of readiness of agro-industrial enterprises to introduce new marketing strategies and integrated performance indicators.
Improved definition of the category "Marketing strategy of agro-industrial production", etc.; The four methodological levels of regional agro-industrial marketing are distinguished; Determination of modern priorities and tasks based on systemic and situational approaches. Improved procedures for the factor analysis of the environment of functioning of agro-industrial enterprises, which, unlike existing approaches, are based on convergence of marketing, competition, competition, regional economics and hierarchies and allow identifying, to systematize the type, direction, probability and force of influence by exo- and endogenous factors for further subsequent their taking into account for the construction of an effective marketing strategy of agro-industrial production.
Approximates approaches to systematization of marketing environment factors, which are decisive in the formation of productive strategies of agro-industrial production enterprises at the regional level. An algorithm for the process of forming marketing strategies of the region, which is based on the systematic and continuity of strategic marketing planning and marketing audit, which, unlike existing approaches to strategic planning, allows them to ensure their adaptability to global changes in the economic system and environmental challenges. The methodical tool for evaluating the marketing potential of the enterprises of the agro-industrial complex of the region is determined, which, unlike existing analogs, allows the qualitative and quantitative assessment of the components of the potential, provides: a systematic analysis of marketing functions of enterprises; possibility of comparing marketing potential of agro-industrial enterprises with the help of an integral indicator; Formulation of relevant provisions of marketing development strategies, as well as their adaptability to higher level marketing strategies.
The definition of the features of the market strategy of the region and in general competitive behavior in the food market is expanded. The scientific explanation of the main methods of market action is given, methods and techniques of competitive actions of individual participants are evaluated. Improved organizational and economic mechanism for implementing marketing strategies for the region. A complemented paradigm of strategic development of the regional agrarian sector, which dialectically combines the features of the traditional and new agrarian paradigm, takes into account the specifics of agriculture in Ukraine and its historical aspects. The classification of marketing strategies of economic entities, which is carried out on the principle of hierarchy, taking into account the specifics of the agrarian sphere, was carried out.
