Business Inform

12-17

Authors: Ptashchenko O. V., Kurtsev O. Y., Denysiuk O. V., Vovk V. A.

The publication considers the main features of the formation of the information space of the present day, considers the features of information services and trends in the development of the IT market. The global information technology market is characterized by a high level of competition, which encourages IT companies operating in this market to use all available marketing means in order to withstand the constantly growing competition. In the context of activities in the global information technology market, effective marketing communication activities are of major importance, which is the key to ensuring the competitiveness of an IT company for successful operation in this highly competitive market. It is specified that the IT market is one of the elements of the formation of a modern high-tech market in Ukraine. In a broad sense, IT covers all areas of transfer, storage and perception of information. At this, IT is often associated with computer technology, and this is no coincidence: the advent of computers has brought IT to a new level. Further on, the basis of IT is the technology of processing, storing and perceiving information. The main trends in the development of the IT market have been identified, which include: competence (Ukraine has highly qualified specialists in the field of programming, software testing, data analysis and other related fields); competitiveness (Ukrainian IT companies provide quality services at more reasonable prices compared to developed countries of the West); speed of development (the IT industry in Ukraine is developing rapidly and growing, which makes it possible to be on the way to technological leadership); the presence of a startup ecosystem (Ukraine has an active startup ecosystem that promotes the creation and development of young technology companies); geographical location (Ukraine is in a convenient geographical position for cooperation with Europe and the United States, which makes it easy to enter the world market). It is concluded that one of the key factors for success is to ensure a favorable business climate in Ukraine, which depends on government policy, legislation and infrastructure.

25-32

Authors: Marushchak S. M.

The growing volatility of the exogenous and endogenous environment in which economic agents operate causes increased competition for limited investment resources. A further challenge today is the need to stimulate socioeconomic development in Ukraine and strengthen the capacity of its regions to fulfill their social and infrastructural burden in the context of relations with key stakeholders, primarily local communities and businesses. The meaning of key in this context is to set up an adequate system at the micro and macro levels to support the post-war reconstruction of Ukraine’s regions. This situation actualizes the problematics of building an adequately functioning complex of investment attractiveness of the regions. The article is aimed at analyzing the essence of investment attractiveness of regions in the plane of identifying the main drivers of influence on this economic category and forming proposals for its strengthening both on the short and long term time horizon. The article studies the essence of the economic category of «investment attractiveness of region» as a key component of stimulating socioeconomic development. A set of key factors influencing the status and prospective dynamics of investment attractiveness of the region is studied. An analysis of analytical approaches to measuring the investment attractiveness of the region in the context of current challenges for Ukraine and the needs of post-war reconstruction is carried out. Proposals for the development of a complex of investment attractiveness of the regions of Ukraine in the context of post-war reconstruction are formed. The proposed research may be valuable for specialists and researchers in the analyzed sphere, be useful for private and public companies, business associations, international financial institutions, public authorities. A promising direction of future research is to expand the analysis of drivers influencing the state of investment attractiveness in the context of motivations and needs of the main groups of stakeholders.

38-42

Authors: Kovalchuk N. О.

The purpose of the article is to study the prerequisites for the inflow of foreign direct investment in Ukraine and the reasons that slow down this process, in particular in the context of EU integration, as well as to analyze the dynamics of foreign direct investment in Ukraine. The dynamics of foreign direct investment in Ukrainian economy in 2002-2022 were analyzed, with consideration of the reasons for their changes over the study period. Starting from 2013 and until 2016, the volume of investments declined rapidly, which was caused by political instability in the country and a number of other reasons; in 2020, the COVID-19 pandemic became a major challenge, which also had its extremely negative consequences for the economies of countries and investors, and in 2022, russia’s full-scale invasion of Ukraine led to a decrease in foreign direct investment from 6687 million US dollars in 2021 to 190 million US dollars in 2022. One of the main problems of the Ukrainian economy is the low return on investment and its inefficient distribution. An analysis of foreign investment by type of economic activity leads to the conclusion that the largest share of foreign direct investment goes to the developed economic sectors. The main factors that negatively affected the dynamics of foreign direct investment in different periods were investor distrust caused by the high level of corruption in the country, doubts about the fairness of the judicial system, monopolization of markets, and instability of the national currency; russia’s war against Ukraine (since 2014); the COVID-19 pandemic; russia’s full-scale invasion of Ukraine (since February 2022), which still continues. Ukraine’s European integration processes, along with reforms designed to accelerate these processes, as well as the end of the war in Ukraine, will help attract foreign direct investment aimed at recovering and developing Ukraine.

51-57

Authors: Medynska N. V., Gultekin O. O.

It is found that a necessary condition for preventing the manifestations of excessive recreational load on forest biogeocenoses is the formation of an institutional environment for the development of mechanisms for the ecological and economic support of the introduction of forest recreational infrastructure. It is substantiated that the institutional environment of recreational forest use is a complex of institutions-regulations and institutions-organizations that ensure the economic development of the recreational potential of forests and its further commercialization through various forms of market commodity-money relations. It is identified that the complex of modern institutions-regulations of recreational forest use should be aimed at forming in forest users such worldview orientations that will provide for more efficient use of forest ecosystem services instead of priority development of the most liquid wood component of the forest fund. It is proved that an important component of the institutional environment for the functioning of forest recreational infrastructure is the formation of a set of institutions-organizations that will provide assistance in promoting recreational forestry products to the market of recreational services, in particular, provide consulting services on the specification of forestry activities related to the organization of tourism and recreational activities in the territory of forest biogeocenoses. It i determined that the mechanisms of ecological and economic support for the introduction of forest recreational infrastructure facilities are the following: mechanism for ecological and forestry regulation of recreational load on forest biogeocenoses; mechanism for financial and economic support for the development of forest recreational infrastructure; mechanism for economic stimulation of recreational development of the resource potential of forests. It is substantiated that the specification of mechanisms for environmental and economic support for the introduction of recreational infrastructure facilities should be focused on maximizing the integrated efficiency of recreational forest use, taking into account the requirements of deepening decentralization of power and martial law.

63-71

Authors: Khodikova I. V., Lapkina I. O.

Tourist center is a locality (village, city, landscape) that attracts tourists due to the availability of specific resources and is a tourist service center with stable tourist flows, the leading system for which is the appropriate transport and logistics system. Its components are transport and logistics infrastructure – roads, communications, railway stations (passenger terminals) and vehicles. In turn, transport and logistics provision of tourism, and directly of tourist centers, is manifested in the use of this infrastructure and vehicles and supply of the relevant services. The state of transport and logistics infrastructure of the tourist center provides a certain level of transport and logistics services for tourists, including cost, time, quality, and safety. The purpose of this study is to define the main types of projects for transport and logistics provision of tourist centers and establish their specifics as a basis for further development related to the management of this category of projects. The main types of projects of transport and logistics provision of tourist centers, which are related to the creation/modernization/development by types of transport: objects of transport and logistics infrastructure (roads, tracks, railway stations, passenger terminals); vehicle parks; relevant services (transport routes). It is determined that projects of transport and logistics provision of tourist centers are related to obtaining a product that can be important for different spheres (not only tourism) and at different levels, which substantiates the concepts of «multidimensionality» and «multilevelness» of these projects and determines the essence of their specificity. In addition, many projects in this category are implemented at the State level (or with partial provision by the State) and are not commercial. It is found that in many projects there is a need to coordinate the parameters of the transport and logistics infrastructure of adjacent tourist centers and transport hubs, which are basic for tourist flows of a particular tourist center or their combination. These properties lead to the need to assess the value of these projects, taking into account the existing specifics.

81-89

Authors: Skitsko V. I., Voinikov M. Y.

The article considers the issue of competitiveness of supply chains in the context of digital transformations and constant economic changes. The interpretation of the concept of competitiveness may differ depending on the object under study, therefore, in addition to the general definition of the concept of «competitiveness», an analysis of the concept of competitiveness of supply chains and competitiveness of the supply chain link in the contemporary literature is carried out and an own generalized definition of the concept is presented. Methods for determining the level of competitiveness used to assess the level of competitiveness of a product or enterprise are not always applicable to supply chains because of the specifics of their operation. The publication presents possible qualitative and quantitative methods for determining the level of competitiveness, such as: points method, rank method, integral assessment method, SWOT-analysis, heuristic methods, and others. Some of the methods, including the points method and SWOT analysis, have been adapted for supply chains and demonstrated in practical application using conditional examples for visibility. The characteristics influencing the competitiveness of the supply chain, in particular flexibility, reliability, efficiency, integration, have been allocated. Possible ways to improve these characteristics are provided. It is determined that improving the level of competitiveness of an individual link in the supply chain leads to an improvement in the level of competitiveness of the entire supply chain, and while improving the level of competitiveness of several links in the supply chain, a synergy effect can be observed in the context of competitiveness. In terms of competitiveness of the supply chain, it is appropriate to take into account the specifics of the functioning of the participant in the supply chain, its business processes, the number of incoming and outgoing material flows and flows of information. The article analyzes the last link in the supply chain – the last-mile logistics in e-commerce, which is gaining momentum in Ukraine, owing not least to the COVID-19 pandemic and the full-scale russian invasion in 2022. Ways to improve the level of competitiveness of the last link in the supply chain on the example of e-commerce are proposed.

96-102

Authors: Koliesnichenko A. S., Monastyrska Y. Y.

The article is aimed at: disclosure of significant aspects that affect the orderliness of the process of accounting for labor resources; identification of the main vectors and objects of internal audit of remuneration calculations; generalization of possible typical violations in the audit and formation on this basis of directions for improving the use of labor resources and individual elements of accounting and audit of remuneration calculations. The theoretical and methodological basis of the study are methods of generalization, analysis, graphical method, and system approach. The information and analytical base was formed as a result of the elaboration of legislative acts of Ukraine, statistical and analytical reviews on the dynamics of changes in wages of employees of Ukrainian enterprises, other scientific papers and publications. As a result of the carried-out study, it can be concluded that the effectiveness of the accounting system on the spectrum of issues related to the accounting of remuneration calculations depends on the orderliness of the process of accounting for labor resources, labor accounting, its payment, taxation and payout, that is, it requires an integrated approach to the assessment of labor relations – from the initial accounting of labor performance by staff to the final settlements with each employee. The main vectors and objects of internal audit of remuneration calculations are determined, allowing to allocate methods for establishing typical violations identified during the audit and to define their impact on accounting as a whole. Generalization of possible typical violations during the audit allowed to form directions for improving the use of labor resources and individual elements of accounting and audit of remuneration calculations. It is substantiated that the main ways of improving the audit of remuneration calculations, which should be introduced at the enterprise, can be divided into three following directions: organizational-institutional, structural-systematic, and information-documentary. Practical significance lies in improving the integral system of labor resources management and increasing individual indicators of economic activity as a result of the introduction of effective measures to improve the accounting and audit of remuneration calculations

108-114

Authors: Рopelo O. V., Tarasenko A. V.

Digital technologies nowadays play a key role in the development of the entire financial system of the country. The consequences of such influence are especially noticeable in the sphere of functioning of banking and non-banking institutions. These financial intermediaries are precisely the ones who today actively attract, create and use information and communication innovations in their own activities, allowing them to improve the quality of services provided to their clients and ensure the growth of the efficiency of their own activities. The article analyzes the role of modern innovations, primarily in the sphere of digitalization of financial relations, in the development of the market of credit services of Ukraine. The main attention is focused on deepening the theoretical provisions of the functioning of such a market in the new conditions – with the active development of information and communication technologies. Thus, the question of the role of information innovations in the processes of transformation of the credit services market is considered. Also, significant attention is paid to the issues of separation and specification of the role of individual credit innovations in the development of relations between credit institutions and their customers. In the article, such innovations primarily include p2p lending, remote servicing and functioning of neobanks; the essence of these new directions of development of the credit services market is considered and the peculiarities of their use by credit entities are described. It is determined that digital technologies already play a key role in the development of relations between lenders and borrowers in Ukraine. The results of the carried out analysis confirm the assumption that such technologies will be actively used by banking and non-banking institutions in the future. At this, it can definitely be argued that the level of application of information and communication technologies by these institutions will only grow in the future, taking into account new promising directions of their application in the sphere of financial services.

123-129

Authors: Kulish G. P., Tsyliuryk V. D.

The article is aimed at studying the bank lending and bond issuance as a means of attracting debt capital in Ukraine. The mechanisms of attracting capital through banks and the debt capital market are considered; the main advantages and disadvantages of their use are outlined; the key criteria for choosing a source of financing and forming debt capital are determined. The volumes of attraction of bank loans by economic enterprises and volumes of issuance of corporate bonds by enterprises for the last five years are estimated. The purpose of the article is to study the use of bank loans and bond issuance by enterprises in the current realities with the definition of their disadvantages and advantages. On the basis of the research, it was found that the economic and social situation in the country affected the attraction of debt capital by enterprises. It is determined that the volume of attracting bank loans remained at the level of previous years, while the bond issuance decreased to critically low values. An analysis of statistical data from the Ministry of Finance of Ukraine and the National Bank of Ukraine revealed an increase in the share of non-performing loans in 2022, which is one of many negative trends in the debt capital market in Ukraine and a consequence of the ongoing large-scale invasion by the russian federation, which has begun on February 24, 2022. The results of the carried out study may be useful for: clarifying the role of bank lending and bond issuance as sources of attracting long-term debt capital; characterizing the situation in the domestic financial market; identification of ways to increase the efficiency of the process of attracting debt capital by domestic enterprises. The article specifies that enterprises will now prefer bank lending to meet their borrowing needs, as this source is more affordable and guarantees the receipt of capital in the required volumes, while the issuance of corporate bonds remains a promising alternative.

145-152

Authors: Hladkova O. V.

The article is aimed at developing proposals for introducing lean management tools in the management of a health care institution. It is proved that lean management is a modern managerial philosophy that allows to increase the efficiency of the process execution in an organization. It should be considered as a style of both leadership and management system. Today, lean management is being actively implemented in the healthcare sector of foreign countries and, using its tools, it is possible to achieve cost reduction while improving the quality of patient care, in particular, reducing waiting times for examinations, procedures and operations. The publication outlines the main losses that are characteristic of health care institutions, and notes that before introducing the appropriate lean management tools in the activities of the selected health care institution – a communal non-profit enterprise, it is necessary to search for problem areas of activity that reduce its efficiency. On the example of the selected communal non-profit enterprise, the following problem areas were disclosed, their ranking was carried out, on the basis of which a two-dimensional ABC matrix was built – the importance/urgency of eliminating problem areas. With its help, problem areas that need priority elimination have been identified. In order to solve the issue, such a tool of saving production as value stream mapping was used, and with its help, also using the «Why – Why?» technique, an updated patient path map was proposed in the outpatient department of health care institutions, which will minimize the loss of time for receiving medical services, increase attention to the patient and ensure the growth of the overall consumer quality of medical services. The next stage in improving the management process of health care institutions on the basis of saving production should be the development of solutions to overcome the problem areas of activities of health care institutions – communal non-profit enterprises by developing appropriate instructions and standard operating procedures, as well as further training of personnel in order to improve their professional skills.

157-166

Authors: Herashchenko І. M.

To ensure the expected effectiveness of the labor process, human resources – through the formation and development of the necessary competencies, along with employing enterprises – through the creation of favorable conditions of work and a decent pay to ensure the necessary quality of working life – should be competitive in the labor market. There are many participants in the labor market who offer the ability to work (employees), the labor consumers (employers), the labor intermediaries (recruitment agencies), the authorities that set the rules for regulating relations between these participants (the State, acting indirectly through the employment centers). Their interests, preferences, requirements and relationships are often not consistent with each other, the reason for which is the influence of many factors. As an instrumentarium for this stage of research, the method of fuzzy sets was chosen, the essence of which is that it is impossible to clearly define the quantitative parameters of the object under study, but it is possible to more accurately describe its characteristics using linguistic variables such as «good», «medium», «high», etc. The stage of implementation of the fuzzy inference method is the phasefication of the initial linguistic variable «the degree of consistency of the levels of competitiveness of human resources and enterprises in the labor market». At the next stage of the methodological approach to providing consistency of the levels of competitiveness of human resources and enterprises in the labor market, a set of standard measures is being developed to ensure mutual compliance of the requirements of employers and employees to their competitiveness, which can be used: by employers in the formation of requirements for the competencies of employees; by employees – when determining employment opportunities and assessing their own competence level; by educational institutions – when creating curricula and plans; by employment centers – when analyzing and monitoring the labor market, developing vocational training programs for the unemployed and fulfilling the employers’ applications to fill existing vacancies. The proposed methodical approach allows moving from a multi-parametric problem in conditions of different types of parameters to solving the problem using the values of the function of belonging to a fuzzy set of levels of competitiveness. The obtained results allow, on the basis of a quantitative criterion, to formulate the level of already working personnel at the enterprise and to determine for it potential competitors in the labor market from the position of attractiveness of a certain employer.

171-175

Authors: Kolodiazhna T. V., Kylnytska Y. V.

The article examines the essential characteristics of business planning and business plans, defines their role in the system of enterprise planning, the functional purpose and place of business plans in the process of preparing and promoting business projects. On the basis of theoretical studies of the concept of "entrepreneurship", it was determined that practically all activities of any commercial structure (organization whose purpose is to make a profit) in the market economy represent entrepreneurship. It was concluded that in order to build a clear system of enterprise plans, the term "business planning" should be used only in the context of developing business plans and consider it (business planning) as an independent type of technical and economic planning, along with tactical and strategic planning. The article examines the essence and relationship of the categories of "project", "business project" and "business plan". Various points of view regarding the important differences between a business plan and a business project are analyzed. A classification of business plans for business objects is given. The conducted analysis showed that the development of business projects largely determines the effectiveness of business planning as a tool for ensuring the economic security of enterprises.

187-192

Authors: Khaminich S. Y., Sokol P. M., Hordiichuk S. M.

The aim of the article is to study the main factors influencing the success of logistics companies in the current economic environment. The authors analyze current trends in the logistics industry, consider the main strategies used by logistics companies to achieve success. The main success factors are illuminated, such as: efficient supply chain management, use of modern technologies and innovations, development of partnerships with customers and suppliers, as well as the ability to respond quickly to changes in the market environment. The authors discuss the problems faced by logistics companies in the current economic environment: increased competition, increased customer demands, volatile fuel prices and other factors that may adversely affect the activities of logistics companies. Despite these challenges, logistics companies have great potential for development and expansion of their operations. Among the prospects for development are the increased use of new technologies such as drones and autonomous vehicles, improved supply chain management, and the development of environmentally friendly solutions. The authors of the article also draw attention to the importance of human resource management, maintaining a high level of employee motivation, ensuring the quality of services, assessing and managing risks, managing costs, and improving the efficiency of business processes. It is substantiated that the development of the logistics industry will take place in the direction of strengthening the integration of technologies, increasing the quality of services and improving risk management. Recommendations for improving the work of logistics companies are proposed, and it is concluded that the success of logistics companies depends on an integrated approach to management, as well as flexibility and adaptability to changing market conditions. The results of the study can be useful both for managers of logistics companies and for those interested in developing in this area. The article is an important study that allows us to better understand current trends in the logistics industry, as well as to identify problems and prospects for its development.

199-205

Authors: Dybach I. L., Golikova Y. K.

The article is aimed at studying the analytical prerequisites for efficient management of enterprise personnel as human capital in the context of activation of economic activity of enterprise in foreign markets. The article specifies that the contemporary category of «human capital» has several definitions and is constantly being updated. Thus, it was defined that nowadays the human capital of an enterprise represents a set of qualitative characteristics of a person, an object of investment, part of the total capital, a stock or a set of individual potentials of a person, and can also be considered as an opportunity to use the knowledge and skills of employees. During the study, it was emphasized that today it is the company’s personnel that allows building competitive advantages and achieving results in the professional activities of the enterprise. The authors summarize that this issue is especially relevant for enterprises operating in international markets, since the qualification of an employee should allow timely response to drastic changes that are characteristic of markets of such scale and be responsible of making effective business decisions. The article highlights the currently relevant methods and criteria for analyzing human capital in an enterprise. In particular, the main goals and stages of analyzing the state of the personnel of a company which has a foreign economic vector, are identified. Attention was focused on the difference in the assessing and accounting of personnel (human capital) in national and foreign practices and noted that there is no specific set and uniform indicators for assessing human capital at the enterprise level. In continuation of this statement, the article considers quantitative and qualitative indicators in the context of a comprehensive assessment of human capital of an enterprise – subject of foreign economic activity. In the course of the study, the main quantitative indicators (coefficients) of the impact of human capital on the development of the enterprise were analyzed: the coefficient of seniority, the stability coefficient, the health coefficient, the coefficient of professional growth, the coefficient of personnel education. In accordance with the normative values of such indicators, the necessary managerial decisions and actions in each of the simulated situations were interpreted. As a result of the study, the importance of taking into account the quality of personnel (human capital) for making managerial decisions at enterprises – subjects of foreign economic activity was emphasized.

211-220

Authors: Arefieva O. V., Arefiev S. O.

The article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is formed, the basic principles and components are allocated. The features of the modern use of digital marketing in the context of artificial intelligence development are considered. The authors define and substantiate their own vision of the concept of integrated value of an enterprise through a strategic approach to business management, based on determining and optimizing the cost of all elements of business processes, according to which, when producing goods or providing services, an enterprise should take into account all costs associated with this process, including the cost of materials, labor force, energy, equipment and other resources. It is noted that the main advantages of digital marketing are that it allows reaching a larger audience using Internet technologies and provides an opportunity for effective interaction with potential and existing customers. It is proved that increasing the value of an enterprise is possible on the basis of expanding the trajectory of development and business renewal on the basis of an innovative model. Analytical tools for digital marketing that help to collect and analyze data on user behavior are allocated, including: SEO tools, content marketing tools, e-commerce tools, e-advertising tools. The functional structure of the mechanism for managing the integrated value of an enterprise with the use of digital marketing is developed and proposed for application, which includes functional strategies, market development strategies, meaningful steps of managing the integrated value of an enterprise, and digital marketing tools

226-235

Authors: Kolosov A. M., Kucherenko S. K., Iakovenko V. S.

Despite the fact that Russia's war against Ukraine, which led to a significant destruction of the Ukrainian car market, is still ongoing, there are urgent tasks to study the ways of post-war recovery of Ukraine, in particular, its car market. Against the background of a fall in the gross domestic product (GDP) of Ukraine for 2022 by no less than 40%, the car market of Ukraine decreased by the number of car sales even more, by 61.3%. In anticipation of the beginning of the post-war recovery of Ukraine, the question arises as to how the recovery of the Ukrainian car market will proceed – by simply reproducing previously achieved sales volumes, or by reforming the structure of the car market by individual car brands, countries of production, supply, etc. Expected data on the structure and volume of sales of cars by well-known car brands are of such great importance that they must be taken into account when creating the necessary conditions for the effective activity of people in the process of post-war recovery of Ukraine, which puts forward as an urgent task the monitoring of the state of positioning of car brands on the car market of Ukraine. It is shown that the line of automobile brands that developed in the pre-war years as a result of the interaction of factors of consumer preferences of Ukrainian car buyers can become a decisive factor in the structure of the car market in the process of its revival. According to the results of the conducted research, it is obvious that it is necessary to expect vehicles of the Toyota, Renault, Kia, ?koda, Hyundai and Volkswagen brands to be the leaders of the reviving car market, which in all cases will occupy the first places in terms of new car sales, including Volkswagen, Renault and ?koda remain leaders also in the market of secondary sales.

241-246

Authors: Liakh І. O., Hryhaluinas D. V.

The aim of the study is to diagnose problems in the development of advertising campaigns in Ukraine and propose new approaches to their formation. To achieve this goal, the following tasks were performed: the concept, essence and principles of formation of the advertising campaign of the enterprise are generalized; the structure, stages of formation and objectives of the advertising campaign are considered; the novel advertising campaign tools are proposed. The practical significance of the publication is that the proposed tools can be used to improve the advertising campaign of almost any enterprise, this purpose is also underpinned by the formulated proposals for the application of certain marketing tools and techniques, taking into account the impact of business digitalization. An advertising campaign is a plan that helps a business stay in the market. Before you start developing a campaign, you need to have a clear understanding of what kind or classification is exactly needed for the enterprise. It is necessary to carefully analyze competitors, market, product or service, your own company, related markets and companies, in order to have a clear idea of the desired result. An advertising campaign has a long way of formation, including various stages of development. For a certain market and the situation in which the company is found, an individual advertising campaign is recommended. To improve their individual advertising campaigns, businesses should apply not only traditional methods and tools, but pay more attention to the developments on the social network. The key to the success of advertising campaigns will be a more active introduction of digital marketing. Digital tools will help you better understand the clients and find a special approach to every one of them. Based on the analysis of the state of advertising campaigns in Ukraine, the following directions for improving activities are proposed: use of novel technologies; creation of a system of communication with own customers; modernization of traditional methods; creating a unique advertising campaign.

253-261

Authors: Cherniaieva A. O.

The article is aimed at studying the issues of assessing the state of development and determining the basic regularities of the necessity of financing the marketing services of business structures in Ukraine. When analyzing, systematizing and summarizing scientific works of many scholars, it was stated and proved that cooperation between marketing and finance is important for business growth. According to the results of the study, it is revealed and found that the terms «marketing services» and «marketing» in some regulatory documents are synonymous. The object of the study was economic entities specializing in the provision of marketing services and belonging to section M «Professional, scientific and technical activities» in accordance with the established requirements of the Classifier of Types of Economic Activity DK 009: 2010 regarding the maintenance of statistical information, section 73.2 «Advertising activities and market research», class 73.2 «Market research and public opinion revealing». Assessing the dynamics and structure of economic entities in the sphere of advertising activity and market research, as well as the number of employees involved and the relationship of the relevant indicators with the dynamics of GDP, it is concluded that not the numerical growth in the number of economic entities engaged in the sphere of marketing services leads to an improvement in macroeconomic indicators, but on the contrary – the improvement of welfare in the country stimulates the emergence of new economic entities that provide consumers with marketing services. Given the dynamics and structure of capital investments in advertising along with the market conjuncture research in 2012–2021, it is worth noting the renewed interest in market conjuncture research and public opinion revealing. It is exactly concerning this sector that there is an increase in additional activity, which has led to the emergence of large enterprises in the sphere of marketing research, which until 2021 were not observed in the industry at all. Regarding the level of financing of economic entities in the studied sector of the economy, it should be noted both the tendency to implement tax planning measures in the form of increasing use of such organizational form of business activity as individual entrepreneurs, and the urgent need for equity. Comparing the volume of investments in the sphere of advertising activities and market research with the volume of total capital used by it, the author came to the conclusion that investments are not the main source of financing this business, and a certain part of it remains in the «shadow». In view of the aforesaid and given the significant amount of involvement of employees in this sphere of activity in the form of registration of individual entrepreneurs, the country’s government should once again think about initiatives to reform the country’s tax system by eliminating the simplified business taxation system, as this may have negative consequences for the entire economy of the country. Instead, it is necessary to provide additional incentives for investing in the market research and public opinion revealing sector, as well as creating additional jobs in this sphere of activity.