ANALYSIS OF MARKETING ACTIVITY AND COMMUNICATION POLICY OF CAR SERVICE ENTERPRISES OF UKRAINE

Abstract

The effective use of information technology becomes one of the most important factors in the survival of enterprises in the modern hyper-information space in the context of the transformation of economic relations. The formation of the information society has determined the necessity to reconsider the approaches to the marketing activity of enterprises. It is caused by the emergence of new forms of communication activities in the hypermedia environment. The researches show that in 2017 60% of the population of Ukraine are Internet users. The social networks became the main source of information for 63% of these users. It has led to the redistribution of advertising budgets in favour of the Internet. Such situation has caused the need for a theoretical rethinking of the conceptual foundations of marketing activities of enterprises, their communication policy. The financial condition of modern car service enterprises has been investigated in the article. The influence of the use of components of interactive marketing on their activity has been proved.