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ВИКОРИСТАННЯ ЕКО-БРЕНДИНГУ ВІТЧИЗНЯНИМИ ТОВАРОВИРОБНИКАМИ

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dc.contributor.author Боєнко, О.Ю.
dc.date.accessioned 2023-05-02T14:46:58Z
dc.date.available 2023-05-02T14:46:58Z
dc.date.issued 2019
dc.identifier.issn ISSN1680-0044
dc.identifier.other УДК 339.138
dc.identifier.uri https://r.donnu.edu.ua/handle/123456789/2827
dc.description Стаття у виданні Наукові праці ДонНТУ. Серія: економічна. №2 (21), 2019, с. 40-47 en_US
dc.description.abstract The purpose of the work is to develop the scientific basis for the implementation of eco-branding at the domestic enterprises. The object of the research is the general characteristics of eco-branding and its peculiarities in Ukraine. Research Methods. The research used such methods as analysis, synthesis, generalization and concretization. Results. The interpretation of the concept of eco-branding (environmental branding, green branding) is investigated. It is proposed to consider eco-branding as a process related to the optimal combination of production capabilities and marketing policy of an enterprise focused on greening the product by choosing the best ways to present the product to the consumer. The factors that influence the creation of environmental branding by domestic enterprises are identified. The main factors contributing to the development of organic production in Ukraine are described. The advantages of eco-branding directly in the financial sphere are presented. The structural relation "quality-price-ecology" is formulated. Marketing approaches in environmental branding are considered. Features of existence of eco-branding in Ukraine are revealed. Scientific novelty. The place of eco-branding in the financial and economic activity of the enterprise is determined. It is suggested to consider eco-branding through the key concepts - production and marketing. Practical importance. The scheme of functioning of eco-branding with the optimal combination of quality, price and environmental friendliness of the product has been developed, which allows the main categories that influence its positioning on the market. It is proposed to consider an effective eco-branding system as a constant value equal to 1. At the same time, 0.45 is attributed to quality (production); 0.35 - on price (marketing policy); determine 0.2 - for environmental friendliness. These values (ratios) may vary based on the individual characteristics of the enterprise (firm). en_US
dc.publisher Покровськ: ДВНЗ «Донецький національний технічний університет» en_US
dc.relation.ispartofseries Наукові праці ДонНТУ. Серія: економічна.;№2 (21), 2019, с. 40-47
dc.subject еко-брендинг en_US
dc.subject еко-бренд en_US
dc.subject екологічність en_US
dc.subject товар en_US
dc.subject споживач en_US
dc.subject ціна en_US
dc.subject якість en_US
dc.subject eco-branding en_US
dc.subject eco-brand en_US
dc.subject eco-friendliness en_US
dc.subject product en_US
dc.subject consumer en_US
dc.subject price en_US
dc.subject quality en_US
dc.title ВИКОРИСТАННЯ ЕКО-БРЕНДИНГУ ВІТЧИЗНЯНИМИ ТОВАРОВИРОБНИКАМИ en_US
dc.title.alternative USE OF ECO-BRANDING BY DOMESTIC MANUFACTURERS en_US
dc.type Article en_US


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