Особливості формування брендів суб’єктів аграрного бізнесу

Abstract

У статті викладено результати дослідження діяльності суб’єктів аграрного бізнесу та особливостей формування їх брендів. Підкреслено значення розвитку агропромислового комплексу для соціально-економічного розвитку країни. Охарактеризовано основні галузі сільського господарства. Проаналізовано внутрішній та зовнішні ринок, умови виробництва та збуту агропромислової продукції. Сформовано основні принципи формування брендів та підкреслена їх ефективність для збільшення конкурентоспроможності підприємств. Наведено основні особливості формування брендів суб’єктів аграрного бізнесу. Ключові слова: суб’єкти аграрного бізнесу, ринок, конкуренція, агропромислова продукція, збут, бренд, принципи формування бренду.

The problem. Ukraine has perspectives for development of the agro-industrial sector and transforming it into a highly efficient, exportable economic sector. Therefore, every subject of agribusiness has to develop rational conceptions of production and sales. To achieve this, one must approach with more responsibility the production of competitive products and services, strive for the loyalty of customers, create new levels of the market infrastructure and expand the existing ones, especially the own trading network and marketing services. The aim of the article is to explore the activity and to determine the specifics of forming a brand of subjects of agribusiness. Methods of the study: method of the scientific analysis of the theoretical materials, method of statistical analysis and comparison, deductive and inductive method, method of theoretical generalization. Main results of the study. The article presents the results of examining subjects of agribusiness and specifics of forming their brands. The meaning of agro-industrial complex for the socioeconomic development of the country is highlighted in the article. The main sectors of agriculture are characterized. The characteristic features and specific playing field, on which the subjects of agribusiness have to function and form their brands, are shown. The domestic and world markets are analyzed, so are the conditions of productions and sales of agro-industrial production. The main principles of forming the brands are generated and their effectiveness in the improvement of competitiveness of their enterprises is emphasized. The main features of forming the brands of subjects of agribusiness are demonstrated. The scientific novelty is in the specifics of methodological analysis and practical projections on the issues of the forming of brands of the subjects of agribusiness. Conclusions. Forming the brands is an important strategic condition for functioning and development of the subjects of agribusiness, as Ukraine has to improve its competitive position in the world market of agricultural products. To realize this strategy, it is the brand of the enterprise, that functions as an incorporeal asset, allowing to increase the added value of the product and to improve the competitiveness of the enterprise. That is why not only the playing field and forming brands of subjects of agribusiness require the further studying, but also the issues of brand management, its principles and mechanisms. Keywords: subjects of agribusiness, market, competition, agro-industrial production, marketing, brand, principles of forming a brand.