СУЧАСНІ МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПРОМИСЛОВИХ ПІДПРИЄМСТВ – СПІВВІДНОШЕННЯ ВІТЧИЗНЯНИХ РЕАЛІЙ ТА СВІТОВИЙ ВИМІР

Abstract

The article assesses the current state of marketing communications at industrial enterprises from the standpoint of priority development of global information technologies. Radical changes of the modern world information industry and its infrastructure are noted. This causes a logical and consistent entry of such technologies into the processes of marketing communication in all spheres of society and production. At the moment, there has been a sharp push of such global trends due to changes in Internet information technology, as the dominant platform has become 5G Internet technology. Globally, this has allowed the formation of a separate digital business and highlighted key roles in the socio-economic environment of leading information and communication firms - FAGMA (Facebook, Amazon, Google, Microsoft, Apple), BAT (Baidu, Alibaba, Tencen). These information technology giants have shaped the so-called behavioral complement of any Internet digital platform user, and the involvement of artificial intelligence technologies in the information network has created accurate predictable standards of human behavior for any level of management or team of managers responsible for decision-making in specific departments production processes of the enterprise. The leader in the promotion of marketing communications for industry in the eastern region of the world - the Chinese manufacturer of information technology - Huawei. Its directions of activity in the development of ICT for industrial enterprises are analyzed. The state of ICT implementation in the domestic economy is studied, the main areas of promotion of these technologies are indicated, single implementation in industrial enterprises is determined only in the direction of financial and tax accounting and analytical assessment of both production and competing processes of industries.