{"id":3591,"date":"2021-01-30T23:27:15","date_gmt":"2021-01-30T21:27:15","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3591"},"modified":"2021-05-14T11:16:44","modified_gmt":"2021-05-14T08:16:44","slug":"%d0%b4%d1%96%d0%b4%d0%b6%d0%b8%d1%82%d0%b0%d0%bb%d1%96%d0%b7%d0%b0%d1%86%d1%96%d1%8f-%d0%b4%d1%96%d1%94%d0%b2%d0%b8%d0%b9-%d1%96%d0%bd%d1%81%d1%82%d1%80%d1%83%d0%bc%d0%b5%d0%bd%d1%82-%d0%ba","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3591","title":{"rendered":"\u0414\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f \u2013 \u0434\u0456\u0454\u0432\u0438\u0439 \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0442\u0438\u0432\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u0432 \u043f\u0435\u0440\u0456\u043e\u0434 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 COVID-19"},"content":{"rendered":"

<\/p>\n

\u0414\u0406\u0414\u0416\u0418\u0422\u0410\u041b\u0406\u0417\u0410\u0426\u0406\u042f \u2013 \u0414\u0406\u0404\u0412\u0418\u0419 \u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0422\u0418\u0412\u041d\u041e\u0407 \u041f\u041e\u041b\u0406\u0422\u0418\u041a\u0418 \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u0410 \u0412 \u041f\u0415\u0420\u0406\u041e\u0414 \u041f\u0410\u041d\u0414\u0415\u041c\u0406\u0407 COVID-19<\/p>\n

DIGITALIZATION – AN EFFECTIVE INSTRUMENT OF ENTERPRISE\u2019S COMMUNICATIVE POLICY DURING THE COVID-19 PANDEMIC<\/p>\n

<\/a>\u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 15-18. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0410\u041d\u0414\u0420\u0423\u0428\u041a\u0415\u0412\u0418\u0427 \u0417. \u041c., \u041d\u042f\u041d\u042c\u041a\u041e \u0412. \u041c., \u0421\u0406\u0422\u0410\u0420\u0427\u0423\u041a \u041e. \u0412.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

ANDRUSHKEVYCH Z., NIANKO V., SITARCHUK O.
\nKhmelnytskyi National University<\/p>\n

\u00a0<\/strong>DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-3<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 13.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 02.11.2020<\/p>\n

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\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0432 \u0423\u043a\u0440\u0430\u0457\u043d\u0456 \u0437\u0430 \u043e\u0441\u0442\u0430\u043d\u043d\u0456\u0439 \u0440\u0456\u043a. \u0412\u0438\u043e\u043a\u0440\u0435\u043c\u043b\u0435\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 COVID-19 \u0442\u0430 \u043a\u0430\u0440\u0430\u043d\u0442\u0438\u043d\u043d\u0438\u0445 \u0443\u043c\u043e\u0432 \u043d\u0430 \u043e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0432\u0435\u0434\u0435\u043d\u043d\u044f \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0442\u0438\u0432\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432, \u0432\u0440\u0430\u0445\u043e\u0432\u0443\u044e\u0447\u0438 \u043a\u0430\u0440\u0430\u043d\u0442\u0438\u043d\u043d\u0438\u0439 \u0441\u043f\u043e\u0441\u0456\u0431 \u0436\u0438\u0442\u0442\u044f 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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u044f, \u0434\u0456\u0434\u0436\u0438\u0442\u0430\u043b-\u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438, \u0446\u0438\u0444\u0440\u043e\u0432\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0442\u0438\u0432\u043d\u0430 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0430.<\/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 article examines the digital tools of marketing communications, lists their benefits and features of use in today’s business environment.\u00a0 The concept of digital marketing and the need for timely transition of enterprises to this type of communication with the consumer is defined.\u00a0 The components of building an effective marketing communication policy of the enterprise are considered, which provides for the active presence of the enterprise in social networks and the use of all possible means of digital communications.
\nThe degree of \u00abpresence\u00bb of digital technologies in the marketing strategy of the enterprise is substantiated. The role of digital marketing in a modern enterprise is determined, the main tasks that are solved in the process of digitalization of domestic enterprises.
\nThe main digital channels for the transmission of communicative information from the enterprise to the consumer are considered. In order to use the opportunities of digitalization in the communication policy of enterprises, statistical data on the effectiveness of various channels of digital marketing in Ukraine over the past year. Digital tools most often used by domestic enterprises are highlighted and digital tools are characterized, which should be used for effective communication policy by enterprises in modern conditions.
\nThe impact of the COVID-19 pandemic and quarantine conditions on the peculiarities of the communication policy of enterprises, taking into account the quarantine lifestyle of people, is highlighted.\u00a0 The volume of marketing budgets of enterprises, which should be directed to digital marketing, has been determined.\u00a0 A set of advantages of digitalization as an effective tool of marketing communication policy of enterprises in the context of the COVID-19 pandemic has been formed.
\nKey words:<\/strong> digitalization, digital tools, digital marketing, communication policy.<\/p>\n

\u00a0<\/em>References<\/strong><\/p>\n

    \n
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  8. Kemp S. DIGITAL 2020: Global Digital Overview. 2020. URL: https:\/\/datareportal.com\/reports\/digital-2020-global-digital-overview. (data zvernennia: 12.10.2020).<\/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\/3591"}],"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=3591"}],"version-history":[{"count":4,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3591\/revisions"}],"predecessor-version":[{"id":6263,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3591\/revisions\/6263"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}