РОЗВИТОК ІННОВАЦІЙНОГО ПОТЕНЦІАЛУ АВІАПІДПРИЄМСТВ НА ЗАСАДАХ МАРКЕТИНГОВОГО УПРАВЛІННЯ

Abstract

The article is devoted to highlighting issues of the innovative potential of aviation enterprises and determining the place of marketing in ensuring its functioning. In the process of research, it was established that there are currently a number of views on the potential of the aviation enterprise: resourcebased, effective and combined, the latter, in the opinion of the author, most fully describes its essence. The structural elements of the innovative potential of the aviation enterprise have been determined. The goals of innovative and marketing activity are established, which are determined by orientation to the needs of the consumer, however, if innovative activity is characterized by the development of renewal processes of the aviation enterprise, then marketing acts as a tool for achieving the goals of innovative activity and the basis for the development of its innovative potential. It has been proven that the place of marketing in ensuring the development of innovative potential can be twofold. If marketing precedes sales, then its participation in ensuring the innovation process is reduced to supporting sales efforts, and therefore, it does not cause any impact on the innovation process. In another case, when marketing research precedes innovation activity, it exerts an active influence on the innovation process. The article presents the components of marketing support for the development of the innovative potential of the aviation enterprise, among which the following are highlighted: functions, principles, plan and conditions for the implementation of the task. Particular attention is paid to the types of marketing strategies for ensuring innovative activity and developing innovative potential. Depending on the inclination to R&D, financial support, market niche, management goals, the entire set of strategies is divided into evolutionary and revolutionary, with the allocation of a place for marketing activity in each of them. The result of the conducted research was the author's interpretation of the mechanism of marketing support for the development of the innovative potential of the aviation enterprise, where the principles of its marketing management are implemented in the general contour of innovative activity.