В статье рассматриваются теоретические аспекты и подходы к формированию современных рыночных стратегий, в том числе предприятий инновационной сферы, как залог успеха их развития и завоевания лидерских позиций на рынке. Целью статьи является раскрытие теоретических особенностей современных рыночных стратегий и выявление особенностей выведения инновационных продуктов и услуг на российский рынок, с учетом степени конкурентоспособности предприятия, с выделением его уникальных преимуществ, научно-технического состояния, прогноза по внедрению инноваций и т.д. Рассмотрение этих проблем особенно актуально в современных экономических условиях. Теоретической базой статьи стали исследования российских и зарубежных ученых, посвященные определению рыночной стратегии предприятия, ее разработки и продвижению ее инновационного продукта. Результаты исследования позволили выявить факторы, определяющие эффективность данного процесса, такие как технические/технологические и маркетинговые в виде методов продвижения, учитывающих критерии выбора продукции или услуг потребителями. Значимость исследования заключается в том, что выведение на рынок инновационных продуктов и услуг требует особых инновационных инструментов, таких как продвижение через геосервисы, видеохостинги, использование приложений и контекстной рекламы и др. Что является основой создания, удержания и наращивания конкурентных преимуществ самого предприятия, через удовлетворение все увеличивающихся инновационных потребностей общества в контексте современного научно-технического, цифрового развития экономики. The article discusses the theoretical aspects and approaches to the formation of modern market strategies, including enterprises in the innovation sphere, as a guarantee of the success of their development and gaining leadership positions in the market. The purpose of the article is to reveal the theoretical features of modern market strategies and to identify the features of introducing innovative products and services to the Russian market, taking into account the degree of competitiveness of the enterprise, highlighting its unique advantages, scientific and technical state, forecast for the introduction of innovations, etc. Consideration of these problems is especially relevant in the current economic conditions. The theoretical basis of the article was the research of Russian and foreign scientists devoted to the definition of the market strategy of the enterprise, its development and promotion of its innovative product. The results of the study made it possible to identify factors that determine the effectiveness of this process, such as technical / technological and marketing in the form of promotion methods that take into account the criteria for choosing products or services by consumers. The significance of the study lies in the fact that the introduction of innovative products and services to the market requires special innovative tools, such as promotion through geoservices, video hosting, the use of applications and contextual advertising, etc. What is the basis for creating, maintaining and increasing the competitive advantages of the enterprise itself, through satisfaction the ever-increasing innovative needs of society in the context of modern scientific, technical, digital development of the economy.

Abstract. The purpose of the research is to study the tools necessary to improve the quality of natural and organic agricultural products, as well as to increase the volume of their receipts and sales in the Russian agro-industrial complex and retail chains. In the context of the current crisis and sanctions from the United States and a number of countries of the European Union the problem of food security in our country is of particular importance. One of the main tasks of agriculture is not only solving the problem of import substitution by increasing the production of essential products, but also improving their quality. The analysis of the materials made it possible to assess the current state of the food market in Russia. The state mechanism for regulating prices in the food market was analyzed. To solve this problem, it is proposed to use the positive experience of China, Western European countries and our country in different historical periods. Methods. The basic research methods of the posed problem applied in the work are comparison, deduction, modeling, historical and logical methods. The result of the research carried out in this article is an attempt to establish the reasons for the insufficiently developed and implemented subsidized mechanism of state financing in the agricultural sector. In the course of the research, the prerequisites and reasons for the current circumstances were considered and indicated. The scientific novelty is based on the authors’ conclusion of a scientifically grounded concept about the need to bring the branches of agriculture within the framework of a mixed market economy into the non-market sector. This, in turn, can provide an urgent need for self-sufficiency.