title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ Ð¸Ð½Ð¶Ð¸Ð½Ð¸ÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ½ÑÑÐ° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¡ÑÑÐ³ÑÑÑÑÑÐ¾Ð¹ÑÐµÐ½Ð°Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of a marketing mix complex for an engineering center (on the example of Surgutstroytsena LLC)
Creators: name: ÐÐ¸ÐºÐ¾Ð»Ð°ÐµÐ½ÐºÐ¾, ÐÐ°ÑÑÑ
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: 2022
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Ð±ÑÐµÐ½Ð´
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
marketing mix
development strategy
competitive analysis
brand
promotion

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÐ¾ÑÑÐ°Ð²Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð´Ð»Ñ Ð¸Ð½Ð¶Ð¸Ð½Ð¸ÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ ÑÐµÐ½ÑÑÐ° ÐÐÐ Â«Ð¡ÑÑÐ³ÑÑÑÑÑÐ¾Ð¹ÑÐµÐ½Ð°Â» Ñ ÑÐµÐ»ÑÑ Ð¿Ð¾ÑÐ»ÐµÐ´ÑÑÑÐµÐ¹ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸.Â ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ:1. ÐÐ°ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÐÐÐ ÐÐ¦ Â«Ð¡ÑÑÐ³ÑÑÑÑÑÐ¾Ð¹ÑÐµÐ½Ð°Â» Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¾Ð¼ ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ñ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»ÐµÐ¹, ÑÑÐ½ÐºÐ° Ð¸ Ð¾ÑÑÐ°ÑÐ»Ð¸.2. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð°ÑÐ¿ÐµÐºÑÑ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÐ¾ÑÑÐ°Ð²Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ Ñ ÑÑÐµÑÐ¾Ð¼ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¾ÑÑÐ°ÑÐ»Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.3. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ Ð´Ð»Ñ ÐÐÐ ÐÐ¦ Â«Ð¡ÑÑÐ³ÑÑÑÑÑÐ¾Ð¹ÑÐµÐ½Ð°Â».4. Ð Ð°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð»ÑÐ½Ð¾Ðµ Ð²ÑÑÐ°Ð¶ÐµÐ½Ð¸Ðµ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ ÐÐÐ ÐÐ¦ Â«Ð¡ÑÑÐ³ÑÑÑÑÑÐ¾Ð¹ÑÐµÐ½Ð°Â».5. Ð Ð°ÑÑÑÐ¸ÑÐ°ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¹ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° ÑÐ°Ð±Ð¾ÑÐ° Ð½Ð°Ð´ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð¼ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¾Ð¹ Ð±ÑÐµÐ½Ð´Ð±ÑÐºÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ñ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸ÐµÐ¼ Ð¿Ð¾ÑÑÑÐµÑÐ° ÐºÐ»Ð¸ÐµÐ½ÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÐºÐ°Ð½Ð°Ð»Ñ ÑÐ°ÑÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ ÑÑÐ»ÑÐ³ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ñ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸ÐµÐ¼ ÐºÐ°ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿ÑÑÐ¸ Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. Ð ÐºÐ¾Ð½ÐµÑÐ½Ð¾Ð¼ Ð¸ÑÐ¾Ð³Ðµ Ð±ÑÐ»Ð¸ Ð´Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð¼Ð¸ÐºÑ, ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÑÐ¼ÐµÑÐ° Ð½Ð° Ð¿ÑÐ¾ÐµÐºÑ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹.
description: This work is devoted to the consideration of the modern composition of the marketing mix complex and the development of this complex for the engineering center of Surgutstroytsena LLC for the purpose of subsequent implementation.Tasks that were solved in the course of the study:1. To characterize LLC EC "Surgutstroytsena" with an analysis of technical and economic indicators, the market and the industry.2. Consider the theoretical aspects of the modern composition of the marketing mix complex, taking into account the characteristics of the company's industry.3. Develop the elements of the marketing mix complex for Surgutstroytsena LLC.4.Â Consider the instrumental expression of the developed elements of the marketing mix complex of LLC EC "Surgutstroytsena".5. Calculate the effectiveness of proposals for the development of the marketing mix.As a result, work was carried out on the company's product with the development of a brand book, the target audience was identified with a portrait of the client, the distribution channels of the company's services were identified with the mapping of the consumer path, and the promotion strategy was determined. Ultimately, recommendations were given on the implementation of the marketing mix complex, an estimate for the implementation project was formed, and an indicator of the effectiveness of marketing activities was calculated.