ВІДНОВЛЕННЯ ТА РОЗВИТОК БІЗНЕСУ: МАРКЕТИНГОВІ ПІДХОДИ ДО РЕЗИЛЬЄНТНОСТІ СОЦІАЛЬНО-ЕКОНОМІЧНИХ СИСТЕМ

Abstract

Amidst the persistent socio-economic challenges stemming from hostilities in Ukraine, domestic enterprises must consistently adapt their management decisions and marketing strategies to sustain viability, ensure demand, and enhance competitiveness. The accelerated development of digital technologies and the ongoing digitalization of society have significantly influenced business development in recent years. In response, enterprises need to swiftly identify threats and opportunities, respond instantly to new challenges, and adopt a proactive stance during their marketing activities. This article explores the state of entrepreneurial activity during military operations in Ukraine, revealing that enterprises continue to operate and contribute to the country's economic recovery. The study identifies the main challenges faced by Ukrainian enterprises in wartime conditions, including the loss of customers, declining sales, low solvency of the population, rising prices, a shortage of highly qualified specialists, and the restructuring of marketing activities within enterprises. Key factors contributing to the resilience of socio-economic systems are highlighted, encompassing state support, changes in the economic and social structure, infrastructure development, innovativeness, digitalization of the economy and business, funding opportunities, and international cooperation. The article also identifies essential factors that enable businesses to adapt to the resilience of socio-economic systems, such as the utilization of digital marketing technologies, integration of new platforms, investment in marketing technology and talented marketers, personalized marketing, periodic data collection and utilization, social responsibility, localization and globalization strategies, innovation, creativity, environmental awareness, and resilient marketing. The article proposes specific features for the formation of marketing strategies in the conditions of an economic crisis for the recovery and development of businesses in Ukraine. These features include a comprehensive understanding of the situation, adjustment of the current marketing strategy in accordance with new realities, emphasis on the company's values and mission, fostering innovation and adaptation (such as developing new products or modifying existing ones to meet evolving needs), strengthening online presence, implementing effective budget management, and integrating technology.