ІНСТРУМЕНТИ ПОПУЛЯРИЗАЦІЇ ПІДПРИЄМСТВ РЕСТОРАННОГО ГОСПОДАРСТВА У СОЦІАЛЬНИХ МЕРЕЖАХ

Abstract

The article is devoted to the principles of successful development and functioning of domestic restaurant enterprises in modern conditions of using Internet marketing. One of the features of the marketing concept of modern markets for goods and services – is to improve the quality of goods and reduce costs for their manufacture and sale in the formation of long-term relationships with consumers. An important role is also played by information technology, which is changing the general approach to marketing. With this in mind, a new direction in marketing is formed and developed – innovative marketing, which is an important part of the existence of marketing. Innovative marketing is the marketing activity of companies using innovative techniques through innovative types of marketing. Internet marketing is a set of social and managerial processes aimed at meeting the needs of consumers on the Internet in the formation of supply and exchange of goods and services using information and communication technologies. The current state of development of domestic restaurant enterprises is highlighted. The characteristic features of modern Internet marketing in the hospitality industry and the characteristics and analysis of SMM are presented. One of the main problems is the lack of attention to social networks as effective and modern tools for promotion. The urgency of creating and developing Internet marketing tools for restaurants at the national and regional levels is considered and the need for their application in practice as a multi-element system that has a positive impact on the functioning of the national economy is substantiated. The restaurant industry is considered as one of the main determinants of the hospitality industry. Approaches to the use of SMM tools in the marketing activities of Ukrainian restaurant enterprises are indicated. The activity of restaurant enterprises is characterized and the methods of their promotion in social networks are determined. The problems of methods of promoting enterprises of the restaurant industry in social networks are identified and ways to improve methods of promotion in social networks are proposed.