ВПРОВАДЖЕННЯ ІННОВАЦІЙ В МАРКЕТИНГУ АГРОПРОМИСЛОВИХ ПІДПРИЄМСТВ

Abstract

The development of directions for the development of innovations in marketing at agro-industrial complex enterprises focused on ensuring the energy and food security of the state in the conditions of the increase in the price of energy carriers on the world market, the reduction of prices on the domestic market for agricultural products, and the refusal to supply hydrocarbons from the aggressor country are extremely urgent. The article examines key approaches to creating innovations in marketing in agro-industrial formations. The need to create craft productions on the basis of farms and small agricultural formations on the basis of existing ones has been determined. The necessity of processing grain products into bioethanol with the formation of marketing models of the interaction of relevant business entities is well-founded. The need to create production clusters based on sugar factories focused on the production of biogas and bioethanol has been identified. The peculiarities of the use of digital channels for the promotion of agricultural products to the market have been studied. The expediency of reorientation of privatized distilleries to the production of bioethanol has been determined, which, in the conditions of the increase in the price of gasoline and the requirements of the legislation that provides for the mandatory addition of bioethanol to gasoline, is a sufficiently profitable investment project for the new owners of privatized productions. Reasonable expediency of directing the profits of agricultural enterprises to innovations in marketing focused on the production of biofuels to ensure their own energy needs. Directions for the development of state support in the field of creation of craft industries and production restructuring of agro-industrial enterprises focused on the production of biofuel are proposed. The necessity of using modern information systems in the activity of agro-industrial formations is argued. The necessity of using modern information systems in the activities of agro-industrial enterprises has been proven. The need to implement the proposed measures is argued, which will make it possible to increase the level of competitiveness of agricultural products and serve as a direction to ensure Ukraine's energy and food independence.