title: Ð£Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
Creators: name: ÐÐ´Ð¸Ð»Ð¾Ð²Ð°, Ð¤Ð¸ÑÑÐ·Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: ÐÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½ÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ
Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ðµ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð¾
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description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¼Ð°Ð³Ð¸ÑÑÑÐ°: Â«Ð£Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð°Â». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ ÑÑÐ½ÐºÐ° Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ² Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹ Ð¸ Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°ÑÐ¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð² ÑÐµÐ»ÑÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ² Ð¸ Ð²ÑÐ¿ÑÑÐºÐ°ÐµÐ¼Ð¾Ð¹ Ð¸Ð¼Ð¸ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐ°ÑÐ¼Ð°ÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ°, ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐÐÐÐ. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¿ÑÐ¾ÑÐµÑÑÑ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð°. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð°ÑÐ¸Ñ, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¸Ð½ÑÐµÐ·, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¼ÐµÑÐ¾Ð´Ñ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ¾ÑÑÐµÐ»ÑÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾ÑÐ²ÑÐ·ÐµÐ¹ ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ¾Ð². ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð´Ð¾ÐºÐ°Ð·Ð°Ð½Ð° Ð¿ÑÑÐ¼Ð°Ñ Ð¿Ð¾Ð»Ð¾Ð¶Ð¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ²ÑÐ·Ñ Ð¼ÐµÐ¶Ð´Ñ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð¹ Ð°ÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑÑ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸ÐµÐ¼ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; - Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¾ Ð°Ð²ÑÐ¾ÑÑÐºÐ¾Ðµ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð¾Ð¼Â»; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° ÑÐ°ÑÐ¼Ð°ÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÐ°ÑÐ¼Ð°ÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ðµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÑÐ°Ð±Ð¾ÑÑ Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸-Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÑÑÐ°Ð±Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð½Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÑÑ ÑÐ°ÑÐ¼Ð°ÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÑÐ°ÑÐ»Ð¸. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÑÐ»Ð¾Ð²Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð° Ð¸ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²ÑÐ¿ÑÑÐºÐ° Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The subject of the graduate qualification work is âHigh-tech manufacturing brand managementâ. The aim of the study is to study the market for high-tech industries and develop theoretical provisions and methodological tools for brand management in order to increase the competitiveness of high-tech industries and their products. The research was carried out on the basis of the pharmaceutical market, BIOCAD company. Research subject: high-tech manufacturing brand management processes. Research methods: in addition to the accepted general scientific methods, such as systematization, comparative analysis, synthesis, empirical research methods were used, correlation analysis tools and methods of analyzing the relationships of qualitative characteristics were used. The main results of the study: - a direct positive relationship between high-tech brand management activity and the results of the company's marketing activities has been proven; - suggested the author's definition of the concept of "brand management"; - a marketing strategy for promoting a new product to the pharmaceutical market has been developed; - developed an algorithm for creating and promoting a brand of a pharmaceutical company. Scope of FQP results application of the results of work in the activities of the target company and the possibility of scaling the solution at the pharmaceutical industry. The scientific novelty of the research is to determine the conditions for promoting the brand of high-tech production and the successful launch of new products on the market. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, the scope of the results has been determined. The results obtained have signs of scientific novelty. Prospects and directions of further research are grounded.