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

Buha, Natalia
Havrylyuk, Anastasia

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

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

Scientific Journal "Socio-Economic Problems and the State"

2(25)

Nov-2021

Oct-2021

12-Jul-2022

Ternopil Ivan Puluj National Technical University

UA

Ternopil

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

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

338.1
658.8

D12
L53

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

12

53-64

53

64

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.

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

2223-3822

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

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Article

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