Substantiation of the conceptual approach to of promotion strategy of biotechnological products

Authors

DOI:

https://doi.org/10.33730/2310-4678.4.2020.228364

Keywords:

ecological marketing, agriculture, internet marketing, marketing strategy, sustainable development, ecologically oriented production

Abstract

The main approaches to the formation of a strategy for the promotion of biotechnological products are highlighted. The conceptual approach to the promotion strategy is an algorithm for the sequence of consumer assessment, namely the business entity of the environmentally oriented direction, its direction of activity, hierarchy in management, positive and negative facts, the general level of Internet activity. It also focuses on the fact that the future strategy is most effective on digital platforms and is based on the principles of Internet marketing with the use of special marketing tools and mandatory evaluation of the effectiveness of the implemented strategy at the final stage. The key features of modern Internet behavior of regular and non-permanent Internet users are revealed. The position of the reference group on the rational way of purchasing biotechnological products is highlighted, as well as the key Internet marketing tools of interaction of biologic manufacturers with their consumers. It is substantiated that at the present stage of development of biotechnological business the most rational tool of ecological marketing in online systems is the official site. The model of behavior of the management of consumer enterprises in the implementation of innovative approaches to marketing interaction in the B2B segment is described. The conceptual approach of the strategy of promotion of biotechnological products in online systems is formed and substantiated.

Author Biographies

O. Demianiuk, Institute of Agroecology and Environmental Management of NAAS

Doctor of Agricultural Sciences, Professor, Corresponding Member of NAAS of Ukraine

A. Gaidar, Institute of Agroecology and Environmental Management of NAAS

Postgraduate

References

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Published

2020-08-18

Issue

No. 4 (2020)

Section

ECONOMY

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