МАРКЕТИНГОВІ СТРАТЕГІЇ УПРАВЛІННЯ ПІДПРИЄМСТВАМИ СОЦІОКУЛЬТУРНОЇ СФЕРИ В СУЧАСНИХ УМОВАХ ГОСПОДАРЮВАННЯ

Abstract

The actuality of the issue shows the importance of marketing strategies in the management of socio-cultural enterprises in the current market economy. The goal of the paper work is to justify the importance of marketing strategies in managing socio-cultural enterprises in modern market conditions. The study was carried out on the basis of a comprehensive interdisciplinary approach, which allowed us to turn to the theoretical developments of such sciences as marketing, organization management, strategic management, organization potential management, cultural studies, etc. Analysis, synthesis, generalization methods, etc. were also used. The results of the paper work consist in substantiating the basic conditions necessary for the implementation of marketing strategies in the management of the sociocultural sphere. Conclusions and discussion. The full use of marketing strategies in the socio-cultural sphere requires a number of prerequisites, including: knowledge of the market of socio-cultural services; knowledge of the needs of consumers, especially their creative tastes, priorities in leisure activities, etc .; taking into account the real capabilities of state and municipal bodies; search for sponsors with mandatory consideration of their interests; use of a marketing communications system, etc.priorities in the conduct of leisure, etc; consideration of the capabilities of state and municipal bodies; search for possible sponsors, taking into account their interests; use of marketing communications system, etc. The main attention should be paid to the development, implementation and evaluation of innovative technologies of social, cultural, cultural and educational activities by studying the requirements of potential consumers, thus optimizing the organization’s activities and harmonizing the interests between institutions and the public. It has been proven that marketing, being a coordinating function of management, maintains a balance between the interests of consumer groups in a given area, creating and organizing an environment of balanced and stable relations between market participants.