{"id":3585,"date":"2021-01-30T23:25:04","date_gmt":"2021-01-30T21:25:04","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3585"},"modified":"2021-05-14T11:23:19","modified_gmt":"2021-05-14T08:23:19","slug":"%d0%b0%d1%81%d0%bf%d0%b5%d0%ba%d1%82%d0%b8-%d1%80%d0%be%d0%b7%d1%80%d0%be%d0%b1%d0%ba%d0%b8-%d0%bf%d1%80%d0%be%d0%b3%d1%80%d0%b0%d0%bc-%d0%bb%d0%be%d1%8f%d0%bb%d1%8c%d0%bd%d0%be%d1%81%d1%82%d1%96","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3585","title":{"rendered":"\u0410\u0441\u043f\u0435\u043a\u0442\u0438 \u0440\u043e\u0437\u0440\u043e\u0431\u043a\u0438 \u043f\u0440\u043e\u0433\u0440\u0430\u043c \u043b\u043e\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0434\u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0446\u0456\u0457 \u0432\u0438\u0440\u043e\u0431\u043d\u0438\u043a\u0430 \u043c\u2019\u044f\u0441\u043e\u043f\u0435\u0440\u0435\u0440\u043e\u0431\u043a\u0438 \u0437 \u043f\u043e\u0433\u043b\u044f\u0434\u0443 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0432\u0437\u0430\u0454\u043c\u043e\u0432\u0456\u0434\u043d\u043e\u0441\u0438\u043d"},"content":{"rendered":"

<\/p>\n

\u0410\u0421\u041f\u0415\u041a\u0422\u0418 \u0420\u041e\u0417\u0420\u041e\u0411\u041a\u0418 \u041f\u0420\u041e\u0413\u0420\u0410\u041c \u041b\u041e\u042f\u041b\u042c\u041d\u041e\u0421\u0422\u0406 \u0414\u041e \u041f\u0420\u041e\u0414\u0423\u041a\u0426\u0406\u0407 \u0412\u0418\u0420\u041e\u0411\u041d\u0418\u041a\u0410 \u041c\u2019\u042f\u0421\u041e\u041f\u0415\u0420\u0415\u0420\u041e\u0411\u041a\u0418 \u0417 \u041f\u041e\u0413\u041b\u042f\u0414\u0423 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u0423 \u0412\u0417\u0410\u0404\u041c\u041e\u0412\u0406\u0414\u041d\u041e\u0421\u0418\u041d<\/p>\n

ASPECTS OF DEVELOPING LOYALTY PROGRAMS FOR MEAT PRODUCER PRODUCTS IN RELATIONSHIP MARKETING<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 30-33. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0411\u041e\u041b\u0406\u041b\u0410 \u0421. \u042e., \u041a\u0418\u0420\u0418\u0427\u0415\u041d\u041a\u041e \u041d. \u0412.
\n\u0425\u0435\u0440\u0441\u043e\u043d\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u0430\u0433\u0440\u0430\u0440\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

BOLILA S., KYRYCHENKO N.
\nKherson State Agrarian University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-6<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 30.09.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 03.11.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043c\u2019\u044f\u0441\u043e\u043f\u0435\u0440\u0435\u0440\u043e\u0431\u043d\u0456 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0432\u0437\u0430\u0454\u043c\u043e\u0432\u0456\u0434\u043d\u043e\u0441\u0438\u043d, \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447, \u043b\u043e\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0430, \u043f\u0440\u043e\u0433\u0440\u0430\u043c\u0430 \u043b\u043e\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The purpose of the work was to investigate theoretical and applied issues of developing programs for the formation of loyalty to the products of the meat industry, taking into account the regional specifics and the profile of consumers on the principles of establishing long-term relationships with consumers. The article shows the feasibility of using the relationship marketing approach in the activities of meat processing enterprises to strengthen competitive positions in the market by retaining consumers and forming a positive attitude towards the manufacturer and its products. There have been determined characteristics of the target consumer of meat products, the peculiarities of his style a consumption and the main factors influencing the choice of the buyer. It is noted that the category of consumer loyalty is a kind of marketing measure consumer’s the commitment to the manufacturer’s product and reduces his propensity to perceive the proposals of competitors’ products. There has been studied the level of consumer loyalty to products a one of the typical meat processing enterprises, which is the sales leader in a regional market. In the article was stated a key problems of loyalty formation which based on obtained results. It is noted that in order to develop an effective loyalty program, it is necessary to choose the most optimal scheme for implementing the strategy and its technological platform using CRM systems, ensure the maintenance of databases and their synchronization with other marketing subsystems of the enterprise. In the article have been determined essence of the loyalty program, the principles of its development, stages and tools for influencing customer loyalty. There are considered the conditions and recommendations for meat producers on the implementation of the loyalty program at the local level. It is revealed the necessity of using the latest digital marketing technologies for establishing long-term contacts with the consumer and increasing the sensitivity to the perception of the manufacturer’s products.
\nKeywords:<\/strong> meat processing enterprises, relationship marketing, consumer, consumer loyalty, loyalty program is revealed.<\/p>\n

References<\/strong><\/p>\n

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  6. Struk N.S. Kontseptualni zasady rozvytku marketynhu partnerskykh vidnosyn pidpryiemstv \/ N.S. Struk \/\/ Prychornomorski ekonomichni studii. \u2013 2018. \u2013 Vyp. 30(1). \u2013 S. 121\u2013126. \u2013 URL : http:\/\/nbuv.gov.ua\/ UJRN\/bses_2018_30(1)__28 (data zvernennia: 30.09.2020).<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3585"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3585"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3585\/revisions"}],"predecessor-version":[{"id":6269,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3585\/revisions\/6269"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}