The dissertation is devoted to the solution of scientific and practical problem on complex substantiation and development of theoretical and methodical principles and practical bases for definition of patterns and features of formation marketing strategies of innovative development for enterprises of the agricultural sector.
In the dissertation the maintenance of concepts "marketing strategy", "strategy of innovative development" is investigated, their value in activity of the enterprises of agrarian sector is outlined. The scientific approaches are generalized and the essence of the concept of "marketing strategy of innovative development" as a component of the general strategy of the enterprise based on application of methods and tools of strategic marketing for introduction of innovative products and services on the market, and also application of all possible kinds of innovations enterprises.
Features of formation of marketing strategies of innovative development in agrarian sector of economy, in particular institutional, technological, functional, organizational-administrative, social-psychological, information-communicative, market, regional are considered.
The stages of choosing a marketing strategy for innovative development of agricultural enterprises are described: formation of strategic goals and objectives, definition of time horizon, formation of innovation and information vector, portfolio and situational analysis, monitoring of market innovation needs, risk analysis, marketing strategy for innovation development, selection of methods and sources and staff training.
The tendencies, conditions and directions of innovative activity in the agrarian sector of Ukraine in the context of the existing changes of natural-climatic and economic-legal conditions are considered.
The conditions for conducting effective innovation activities of agricultural enterprises, which include imperfect institutional and regulatory support, insufficient funding for innovation, low motivation of employees and imperfect organization of marketing activities. The solution to these problems is, respectively: state support of agricultural producers, implementation of programs to stimulate innovation; environmentally friendly and innovative management methods.
Consideration of the main modern directions of using innovative achievements in the agrarian business of Ukraine allowed us to divide them into technological and marketing areas. First include introduction of new hybrids and plant varieties; the use of the most advanced technologies for the introduction of minimum tillage, precision and organic farming; improvement of technologies for feeding and keeping animals; creation of new veterinary drugs and systems of protection against animal diseases; creation of modern bacterial leavens; marketing tools include adaptation of management methods to the latest conditions to improve the concept
of development of agricultural markets. It was found that in most of the surveyed enterprises of the agricultural sector in 2018–2020 there was a positive dynamics of production and net profit, which provides a basis for choosing a rational marketing strategy for innovative development.
The dependence of innovative activity of enterprises of the agricultural sector on the scale of activity and management structure of the enterprise, including the organization of marketing, is established. A SWOT-analysis of innovation activity of agrarian enterprises was conducted and it was revealed that the most important factors of the marketing environment are the imperfection of the legal framework in the field of innovation activity; low level of research costs; low investment attractiveness of agribusiness and long payback period. The identification of general and marketing strategies of agricultural enterprises, in particular growth and stabilization strategies, has been identified.
A conceptual model for developing a marketing strategy for innovative development of agricultural enterprises, the concept and principles of marketing strategies for innovative development of enterprises, combining steps at the macro and micro levels. The mechanism of realization of marketing strategies of innovative development of the enterprises of agrarian sector by means of algorithm of formation of a virtual platform of distribution of innovations in agrarian sector is developed.
A system of measures for the implementation of marketing strategies for innovative development has been developed and risks have been modeled in the process of their implementation.
