Marketing Tools for Improving Enterprise Performance in the Context of Social and Economic Security of the State: Innovative Approaches to Assessment

Abstract

The paper summarizes the arguments for a scientific discussion on solving the problem of improving the efficiency of the enterprise in the context of social and economic security of the state. The main purpose of the study is to evaluate the effectiveness of the enterprise and on its basis to identify innovative measures and methods, effective marketing tools to improve it. The systematization of literary sources and scientific approaches showed that, based on a comprehensive assessment of the activity of the enterprise, there remained several unsolved problems regarding the improvement of the social and economic security of the state. The urgency of solving this scientific problem lies in ensuring social and economic security that is an extremely important problem in the current conditions of the country’s development. Methodical tools of the study are such methods as a logical generalization, systematic, comparison, mathematical calculations, graphical, method of expert assessments. The study period is 2014-2018. The object of the study is the sanatorium and resort enterprise since the social and economic security of the state on the micro-level is formed based on the activity of such enterprises. The research of the identified problem in the paper is carried out in the following logical sequence. The significance of the activity of enterprises as an integral part in shaping the country's economy in market conditions is outlined. The important role of domestic enterprises in ensuring the employment of the country's population, the formation of social relations and support of social stability, the social and economic security of the state at the micro-level is noted. The problems of provision of enterprises economic development as a component of socioeconomic security of the state in need of research are highlighted. The list of risks, which domestic enterprises are subjected to in daily activity, is described. It is noted that the economic development of enterprises is one of the components of securing social and economic security of the country at the micro-level. In this context, the theoretical basis for the formation of economic security of enterprises is investigated based on the evaluation of the efficiency of the activity on the example of sanatorium and resort institutions. An evaluation of the efficiency of activity of sanatorium-resort enterprises from the standpoint of the economic entity efficiency based on the calculation of integral index and directly by consumers with the help of an expert method is conducted. Based on the estimation of the integral coefficient of efficiency of the sanatorium and resort services provision on the example of the past five years, the unevenness of the fluctuations of the main economic indicators of activity, reduction of the coefficient of financial and economic activity efficiency has been proved. Based on surveys of consumers, the average mark of the effectiveness for the provided sanatorium services was set at 3.7 points, which at the five-point scale proves the need for improving the activity of sanatorium and resort facilities under present conditions and developing special events using effective instruments stimulating the development of such enterprises. To significantly improve the efficiency of sanatorium and resort enterprises and the impact on the improvement of social and economic security in the country, a set of actions and marketing tools based on the innovative technologies at the enterprise, regional and state level. The results of the conducted research can be used by sanatorium and resort establishments in practical activity and public authorities, local self-government bodies at the level of regions and territorial communities in developing projects of development of territories and taking measures to ensure social and economic security in the country. Keywords: economic security, efficiency, measures, innovative approaches, marketing tools, assessment, sanatorium and resort establishments, social and economic security.

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