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Improvement of marketing management at the energy enterprise by internet marketing instruments on the example of JSK "Vinnitsiaoblenergo"

Title: 


Improvement of marketing management at the energy enterprise by internet marketing instruments on the example of JSK "Vinnitsiaoblenergo"


Authors: 


Buha, Natalia
Havrylyuk, Anastasia


Affiliation: 


Vasyl’ Stus Donetsk National University 21, 600-richya str., Vinnytsia, 21021, Ukraine


Bibliographic description (International): 


Buha, N. & Havrylyuk, A. (2021) Udoskonalennia marketynhovoho upravlinnia na pidpryiemstvi elektroenerhetyky zasobamy internet marketynhu na prykladi AT «Vinnytsiaoblenerho» [Improvement of marketing management at the energy enterprise by internet marketing instruments on the example of JSK "Vinnitsiaoblenergo"]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 25, no. 2, pp. 53-64. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2021/21bnyapv.pdf


Journal/Collection: 


Scientific Journal "Socio-Economic Problems and the State"


Issue: 


2(25)


Issue Date: 


Nov-2021


Submitted date:

 

Oct-2021


Date of entry: 


12-Jul-2022


Publisher: 


Ternopil Ivan Puluj National Technical University


Country (code): 


UA


Place of the edition/event: 


Ternopil


ORCID Id: 


https://orcid.org/0000-0002-7378-9036


DOI:

 

UDC: 


https://doi.org/10.33108/sepd2022.02.053

 

338.1
658.8


JEL: 


D12
L53


Keywords: 



marketing management
marketing activity
electric power industry
competitiveness
energy reform
customer orientation
marketing department
promotion of services on the Internet


Number of pages: 


12


Page range: 


53-64


Start page: 


53


End page: 


64


Abstract: 


In the article the features of the activity of the Energy Enterprise in the context of reforming the electric power industry are defined, the organizational structure is analyzed and its main shortcomings are identified; the main financial indicators of the enterprise are analyzed; in which indicators there is a tendency to increase and decrease are determined, possible consequences from maintaining a negative trend in the future are provided; the external environment of the enterprise is characterized, its strategic business units are highlighted; the threats and opportunities available to the enterprise under the influence of the external environment are considered. Based on the analysis, recommendations are developed for improvement of the activity of the Electric Power Industry Enterprise, using marketing tools; recommendations are given for improving the organizational structure of the enterprise by implementing a specialized full-fledged marketing department in order to solve marketing problems and establish the process of interaction with electricity consumers the economic and social effect of creating a full-fledged marketing department is justified; the company's activities in social networks are analyzed and a number of shortcomings are identified; it is recommended to improve the use of marketing tools in the economic activity of the enterprise to increase competitiveness in the electric power market by using digital marketing tools, namely, improving the design of the business page on Facebook, developing corporate style, changing the ratio of content types, using all platforms for interaction with the target audience in the social network Facebook, changing the presentation of text and visual material in order to increase the effectiveness of perception, creating a page in the promising social network Instagram.


URI: 


http://elartu.tntu.edu.ua/handle/lib/38466


ISSN: 


2223-3822


URL for reference material: 


http://sepd.tntu.edu.ua/images/stories/pdf/2021/21bnyapv.pdf
https://voe.com.ua/
https://zakon.rada.gov.ua/laws/show/575/97-%D0%B2%D1%80#Text
https://hromadske.ua
https://www.prostir.ua/
https://zakon.rada.gov.ua/laws/show/497-2018-%D1%80#Text


References (International): 


1. Bilovodsjka O. A. (2018) Marketynghova polityka rozpodilu innovacijnoji produkciji promyslovykh pidpryjemstv [Marketing policy distributes innovative products of industrial enterprises]. Kyiv: "Center for Educational Literature". (in Ukrainian)
2. Rekova N. Ju., Bilenjka Ju. O. (2017) Instrumenty reghuljuvannja konkurenciji na rynkakh elektrychnoji energhiji: dosvid JeS ta perspektyvy vprovadzhennja v Ukrajini [Instruments for regulating competition in electricity markets: EU experience and prospects for implementation in Ukraine]. Priazovsky Economic Bulletin, vol. 1, no. 01, pp. 48-55.
3. Ushhapovsjkyj K. V. (2015) Rozvytok elektroenerghetychnoji infrastruktury v umovakh novoji konfighuraciji rynku elektroenerghiji Ukrajiny [Development of electric power infrastructure in the conditions of new configuration of the electric power market of Ukraine]. Economics: the realities of time, vol. 6, no. 22, pp. 45-49.
4. Khrupovych S. Je. (2016) Teoretychni aspekty pobudovy systemy upravlinnja zbutovoju dijaljnistju na promyslovomu pidpryjemstvi [Theoretical aspects of building a sales management system at an industrial enterprise]. Galician Economic Bulletin, no 3, pp. 34-38.
5. Jackovyj D. (2013) Suchasni metodyky ocinky konkurentospromozhnosti pidpryjemstva [Modern methods of assessing the competitiveness of the enterprise]. Bulletin of socio-economic research, vol. 4, no. 51, pp. 183-188.
6. AT «Vinnycjaoblenergho» [JSC "Vinnytsiaoblenergo"]. Official website. Available at: https://voe.com.ua/ (accessed 9 October 2021).
7. Zakon Ukrajiny pro elektroenerghetyku [Law of Ukraine on Electricity]. Official website. Available at: https://zakon.rada.gov.ua/laws/show/575/97-%D0%B2%D1%80#Text (accessed 12 October 2021).
8. Cyfrova movna stancija v Ukrajini “Hromadske” [Digital language station in Ukraine “Hromadske”]. Official website. Available at: https://hromadske.ua/ (accessed 10 October 2021).
9. Ghromadsjka orghanizacija “Informacijno-analitychnyj centr “Ghromadsjkyj prostir”” [Public organization “Information and analytical center “Public space””]. Official website. Available at: https://www.prostir.ua/ (accessed 11 October 2021).
10. Pro zatverdzhennja planu zakhodiv z realizaciji etapu “Reformuvannja energhetychnogho sektoru (do 2020 roku)” Energhetychnoji strateghiji Ukrajiny na period do 2035 roku “Bezpeka, energhoefektyvnistj, konkurentospromozhnistj”: Rozporjadzhennja Kabinetu Ministriv Ukrajiny vid 6 chervnja 2018 r. №. 497-r. [On approval of the action plan for the implementation of the stage "Reforming the energy sector (until 2020)" of the Energy Strategy of Ukraine for the period up to 2035 "Security, energy efficiency, competitiveness": Order of the Cabinet of Ministers of Ukraine of 6 June 2018, no. 497-r]. Official website. Available at: https://zakon.rada.gov.ua/laws/show/497-2018-%D1%80#Text (accessed 12 October 2021).


Content type: 


Article


Appears in Collections:


Scientific Journal "Socio-Economic Problems and the State", Vol.25, No.2

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