The article presents the main problems of the introduction of digital technologies in agroindustrial complex. It is revealed that at present there is no single integrated solution for agricultural enterprises, which would integrate solutions for various branches of agriculture. It is substantiated that the task of creating a digital platform, with the help of which various digital solutions of specific business processes will be integrated, is a top priority. The tools for managing the digital transformation and innovation activities of the dairy industry enterprises and the platform solutions being created are considered on the example of Europe’s largest robotic animal husbandry complex in the dairy sector.

MARKetING MeChANISMS foR IMPRovING the effICIeNCy of INDuStRIAl eNteRPRISeSPurpose. The paper deals with the problems of formation and application of marketing mechanisms to increase the efficiency of industrial enterprises. Under the current economic conditions of the development and course of globalization processes, ensur ing the effective activity of leading industries and their subordinate enterprises is a matter of extreme topicality and urgency. Timely and purposeful use of marketing mechanisms in the business activity of an enterprise is the key to its progressive develop ment.Methodology. In the course of the works, the methods of theoretical generalization, comparison, synthesis, analysis were used to reveal the general principles and to determine the basic categories of the study.findings. The application by industrial enterprises of an integrated approach based on the close interaction of market mecha nisms and the production process with mandatory relying on modern marketing mechanisms is necessary to increase their effi ciency. Increased competition caused by globalization processes is forcing industrial enterprises to improve their performance and manage their monitoring in order to influence the competitiveness of their products. Under the current conditions of development, there is a need to intensify marketing mechanisms in the activities of industrial enterprises, which will lead to the acquisition of leadership positions in the market and provide competitive advantages in it. The analysis of scientific publications made it possible to systematize approaches to gaining competitive advantages. It is established that in order for marketing mechanisms for improv ing the efficiency of industrial enterprise operation to give maximum effect, it is advisable to apply innovation. It was analyzed how marketing and organizational innovations were implemented at industrial enterprises. It is established that flexible production systems with the use of marketing approaches should play a key role in ensuring the economic process and organization of produc tion at an industrial enterprise.originality. The scientific research conducted reveals the need to find and propose marketing mechanisms to improve the ef ficiency of industrial enterprises, which is especially relevant in the context of economic and political instability and the uncer tainty of environmental factors. The results of the research made it possible to determine the stages of application of the innovation profile in these marketing mechanisms. Based on the analysis of innovation activity of industrial enterprises, it is determined that the problems of inhibiting innovative progress relate not only to technical or technological processes, but also to marketing ap proaches and mechanisms for organization of production and sales of products. The information obtained serves as a catalyst for defining a comprehensive approach based on the close interaction between market mechanisms and the production process, with mandatory relying on modern marke...

Метою написання даної статті є розробка основних інноваційних напрямків щодо вдосконалення управління маркетинговою діяльністю промислових підприємств в умовах інноваційної економіки. Основними методами дослідження стали системний підхід, ситуаційний, аналіз і синтез, діалектичний і логічний методи. Науковою новизною даної роботи є визначення маркетингового управління базовою складовою системи управління підприємствами і визначення концепції маркетингу як інноваційного напряму розвитку маркетингу на промислових підприємствах з метою забезпечення реальної клієнтоорієнтованості. Запропоновано нові принципи і технології маркетингу. Практична цінність досліджень полягає можливості реалізації запропонованих інноваційних рішень в маркетинговому управлінні промисловими підприємствами. У процесі досліджень визначено роль управлінських і маркетингових інновацій. Встановлено рівень інноваційної активності промислових підприємств України, запропоновано напрями трансформації маркетингового управління з метою забезпечення реальної клієнтоорієнтованості. Запропоновано сучасна класифікація інновацій, концепція маркетингу взаємин в маркетинговому управлінні промислових підприємств. Показані ті трансформації маркетингу, які зумовлюють зміну його ролі і місця в управлінні підприємством. Запропоновано нові технології маркетингового управління та принципи побудови маркетингу взаємовідносин.

The article presents assessment of the role of digital technologies in the co-evolution of all elements of production systems, their comparison with traditional production technologies, the value of strengths and weaknesses of introducing digitalization into production processes of agricultural enterprises, the systematization of the experience of using robotic systems, the importance of disseminating information on the effective management of the digital transformation and the use of robots in the dairy industry. The authors estimate the effect of investments in digital technologies of agricultural enterprises. The classification of agricultural robots is carried out depending on the type of tasks performed. The results of the study of the world market of agricultural robots are presented and the dynamics of global investments in digital technologies of agricultural production is analyzed. The dependence of the result of using robotic systems on the scale of production is revealed. An assessment of the economic feasibility of switching to robotic systems for dairy production has been carried out. The structure and trends of the market of robotic milking systems in the Russian Federation are evaluated. Russian regions are grouped according to the number of operating robotic milking systems. The prospects for the further implementation of robotic systems in the production processes of agricultural enterprises and the role of state support in this process are assessed.

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