АГРОМАРКЕТИНГ ЯК ІНСТРУМЕНТ ЗАБЕЗПЕЧЕННЯ СТАЛОГО РОЗВИТКУ СІЛЬСЬКИХ ГРОМАД

Abstract

Purpose. Substantiation of the importance of agromarketing as a tool for ensuring sustainable development of rural communities in order to increase the level of competitiveness of agricultural producers, improve the quality of life of rural population and achieve environmental safety in rural areas. Methodology. The analysis of theoretical foundations and practical use of agromarketing in the activities of agricultural producers is based on methods such as monographic, economic-statistical, graphic, systematization, systemstructural, scientific generalization. Results. It is proved that the value of agromarketing is a systematic study of the market, the identification of the latest technologies and to promote their introduction into production, to meet the needs of the consumer. It is noted that in order to enter the agricultural market of agricultural products it is necessary to meet the needs of the consumer by improving its quality and competitiveness and expanding the range. It is proposed to process agricultural products at the site of its production or cultivation to reduce the loss of raw materials, which will help to increase the profits of enterprises. It is proved that the use of principles, methods, and complex of agromarketing in the activities of agricultural producers will contribute to the expansion of the range and markets of agricultural products, the development of organic production, and the cultivation of niche crops. It is substantiated that the involvement of agromarketing tools in management of economic activity will allow ensuring the competitiveness of the industry, improving the quality of life of the rural population and rationally using, protecting and reproducing natural resources. Scientific novelty. The role of agromarketing in the activities of agricultural producers in the context of achieving sustainable development of rural communities is substantiated. Practical significance. The results of the study form a scientific and practical basis for the development of an agricultural enterprise strategy by strengthening its competitive advantages, which will help to form a positive image of the agricultural producer, the development of a brand that will identify the company and its products.