Development of promotion hybrid technology policy of cars as an social-ethical marketing element
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Дата
2020
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Анотація
The relevance and significance of the promotion of hybrid technology
in general and for Toyota in particular is explored in the work. In the course of the
analysis, the main advantages and disadvantages of vehicles with alternative fuels
sources (electric vehicles and hybrids) were been formed, and tendencies of increase
of potential consumers for them in the automobile market were revealed. In addition,
the need to promote hybrid technology has been proven to preserve the environment,
minimize the use of non-renewable fuel, and save customers` budgets.
We have proposed and proved the effectiveness of, in our opinion, the algorithm
of distribution policy. We have proposed and proved the effectiveness of, in our
opinion, the algorithm of distribution policy. The strategy consists of the following
stages: a comparative analysis of demand for hybrid cars and electric cars, a SWOT
analysis and the model of Porter's 5 forces; description of the general and target
portrait of car owners of hybrids; identifying points of contact with customers at
different stages of the life cycle; development of basic point ideas for promotion and
effective digital-tools.
The object of the study is Toyota hybrid cars. The subject of the research is the
management of the promotion of hybrid cars in the market of Ukraine.
General and special research methods were used in the work, namely: methods
of analysis and synthesis; methods of statistical analysis of indicators of economic
activity of enterprises, a method of transition from abstract to concrete (in the
development and justification of the algorithm of promotion strategy), as well as
methods of economic analysis (tabular, graphical, comparison).
The results of the study were successfully tested in the professional scientific
publication «Modern Economics».
Опис
Statkevych K. Development of promotion hybrid technology policy of cars as an social-ethical marketing element / K. Statkevych, A. Shapoval ;supervisor O. Boienko // Black Sea Science 2020: proc. of the Intern. Competition of Student Scientific Works / Odessa National Academy of Food Technologies; eds. B. Yegorov, M. Mardar [et al.]. – Odessa: ONAFT, 2020. – P. 175–189 : tabl., fig. – Ref.: 13 tit.
Ключові слова
social-ethical marketing, hybrid cars, promotion policy, hybrid technology, trust "Toyota"