AGRICULTURAL MARKETING IN THE CONDITIONS OF DIGITALIZATION
Authors:   National Aviation University, Kasianova Nataliia , Popov Yurii ,   National Aviation University
Published: May 2024

In the work, the management of agricultural resources is considered from the standpoint of the economic agrosystem, which should be built on the principles of optimization and predictability, which can be achieved due to the digitization of the industry. This, in turn, leads to an increase in the role of marketing in the process of collecting, analyzing and processing information. The purpose of the article is the theoretical and methodological substantiation of the applied aspects of agricultural marketing in the conditions of digital transformation. The problems of the implementation of digital technologies in rural areas are identified: the reduction of the share of the rural population, which reduces opportunities in the field of education and employment, the limitation of the basic IT infrastructure and the need for investment costs for the implementation of specific digital solutions taking into account existing opportunities. Agromarketing is proposed to be considered as an integrative management system of an enterprise for the production and sale of agricultural products, which ensures the formation of sustainable relationships between agricultural enterprises and consumers to meet the needs of the population in agricultural products and services. This goal should be achieved by providing not only monitoring of the agricultural market, but also forecasting of long-term conditions with a high degree of reliability; minimization of the impact on the environment and production of quality products; formation of the appropriate material and technical base for the storage of agricultural products; minimization of intermediary structures. The main task of agricultural marketing is to identify and research the needs of potential consumers of agro-industrial complex; selection of products for production, establishment of its properties; coordination of terms and volumes of production; preservation and expansion of the existing market share in accordance with the set goals; increasing sales volumes and obtaining the desired results. The specificity of agro-industrial production and sale of agricultural products determines the variety of specific marketing schemes, including the study of the state and dynamics of consumer demand and the use of the obtained data in the process of developing and making economic decisions; maximum adaptation of production to market requirements in order to improve the efficiency of the enterprise's functioning; influencing market and consumer demand through means such as advertising, sales promotion and shaping in a direction that is meaningful to the enterprise. The work defines the main areas of implementation of digital technologies in marketing activities of agribusiness: digitalization of the agricultural market, digitalization in the field of enterprise management, precision agriculture with climate control, use of cloud platforms and big data analytics. At the same time, the implementation of digital technologies in the marketing activities of agribusiness should be carried out in parallel with the digital transformation of the entire industry.