Теоретико-методологічні підходи маркетингу до аналізу ринку телекомунікаційних підприємств

Abstract

UK: Статтю присвячено подоланню проблем АТ «Укртелеком» шляхом використання маркетингових стратегій перспективного його розвитку та аналізу можливостей конкурентоспроможності підприємства на ринку послуг. Запропоновано та обґрунтовано організаційно-економічний механізм забезпечення стійких конкурентних позицій телекомунікаційного підприємства у галузі зв’язку та розроблено рекомендації щодо збереження цих позицій у перспективі в умовах динамічного розвитку конкуренції на ринку телекомунікацій. Дане дослідження спрямоване на визначення ролі маркетингу у забезпеченні інноваційного розвитку телекомунікаційних підприємств та на впровадження бізнес-стратегій для перспективного їх розвитку та конкурентоспроможності на ринку телекомунікацій.

EN: The study of consumer needs to improve and expand telecommunications competitive services in a strategic perspective has necessitated this study. The authors propose and substantiate the organizational and economic mechanism for ensuring stable competitive positions of the telecommunications company in the field of communications and developed recommendations for maintaining these positions in the future, in the dynamic development of competition in the telecommunications market. The aim of the study was to determine the role of marketing in ensuring the innovative development of telecommunications enterprises and to develop business strategies for their long-term development and competitiveness in the telecommunications market. To achieve this goal, a number of tasks of theoretical, analytical, recommendatory significance have been formed and fulfilled: to study the problems of regulation of the telecommunication technologies market in Ukraine; to study the methodology of analysis of the telecommunications market in the conditions of competition development; develop recommendations for JSC Ukrtelecom on the application of business strategies for long-term development and competitiveness in the telecommunications market. The object of the study was the telecommunications market in the face of competition. The subject of the research is the peculiarities of Ukrtelecom JSC's activity in the services market. Methods of analysis and synthesis were used to determine the features of the methodology of telecommunications market analysis, methods of statistical analysis – to assess the overall position of the company in the services market and identify opportunities for its further development and sustainable competitive positions in the domestic telecommunications market, evaluation method to analyze the competitiveness in the telecommunications market, deduction and induction and the method of comparison were used in the study of the competitive environment of the enterprise and indicators of financial and economic activity. To conduct a strategic analysis of the company's competitiveness, SWOT methods were used – analysis and the matrix "industry attractiveness – competitiveness", or the General Electric (GE) / McKinsey matrix – which was used to develop a strategy for the development of companies.