THE CONCEPTUAL BASIS FOR THE FORMATION AND IMPLEMENTATION OF THE MARKETING STRATEGY FOR THE INNOVATIVE DEVELOPMENT OF ENTERPRISES IN DIGITALIZATION CONDITIONS

Abstract

THE PURPOSE OF THE ARTICLE is to determine the theoretical and methodological essence of the conceptual foundations of building and implementing a marketing strategy in the conditions of innovative development for enterprises through digitalization factors.
RESEARCH METHODS. The article used general scientific and general economic methods: analysis and synthesis, grouping and classification, tabular, graphic methods, method of structural and logical analysis, etc.
PRESENTING MAIN MATERIAL. Modern marketing plays a key role in the innovation process, especially in the context of the interaction of the main economic categories. It was established that the importance of marketing in the innovative development of the enterprise is determined by: market orientation; market research; product positioning; interaction with consumers; creating demand; product life cycle management; competitiveness. It was determined that the marketing strategy is an action plan aimed at achieving the marketing goals of the enterprise, where its main essence is how to effectively bring a product or service to the market, attract the target audience and ensure the competitiveness of the enterprise. Digitalization has proven to open up endless opportunities for marketing, but it also poses challenges related to changes in consumer behavior and the competitive environment, where the main rule is to remain able to adapt and improve the marketing strategy on the way to its digital success. The main principles and tasks of marketing strategy in the conditions of digitalization are defined. The process of implementing the marketing strategy is proposed, which consists of the following successive iterations: analysis of the digital environment; implementation of digital technologies; personalized marketing strategies; creation of a digital brand; participation in digital platforms; cooperation and partnership; monitoring and analysis of results.
CONCLUSIONS. Because of the research, we established that the conceptual basis for implementation of the marketing strategy is a complex dynamic process that includes a theoretical and methodological basis based on a synergistic combination of the interaction of the main economic categories. We determined that the conceptual basis includes the marketing strategy itself, its main elements, the key steps in the formation of the marketing strategy, the main principles of the formation of the marketing strategy, the basic tools and tasks of the formation of the marketing strategy, as well as the process of implementing a marketing strategy in the conditions of digitalization.
KEYWORDS: conceptual basis; formation and implementation of marketing strategy; innovative development of enterprises; digitalization; personalization; digital brand; agile (iterative) approach; digital technologies; branding; innovative opportunities; competitiveness.