title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ B2B Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ 4.0
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
title: Promotion of an industrial product on the B2B market in the context of Industry 4.0
Creators: name: ÐÐ»ÑÑÐ±ÑÐµÐ³Ð¸Ð½, ÐÐ»ÐµÐºÑÐ°Ð½Ð´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: 2023
Subjects: Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
PR
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ñ
PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÑÐ½Ð¾Ðº B2B
Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½ÑÐ¹ ÑÑÐ½Ð¾Ðº
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½ÑÐ¹ Ð¿ÑÐ¾Ð´ÑÐºÑ
Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½ÑÐ¹ Ð¿ÑÐ¾Ð´ÑÐºÑ
Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ 4.0
promotion
communication
PR-promotion
B2B market
industrial market
communication strategy
industrial product
high-tech product
industry 4.0

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð², Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹ Ð¸ Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÐ¼Ð¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÐ¼Ð¸, Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÐ¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ B2B Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÑÐ»Ð¾Ð²Ð¸ÑÑ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÐ¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ°. ÐÐ¾Ð¼Ð¸Ð¼Ð¾ ÑÑÐ¾Ð³Ð¾, Ð´Ð°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿ÑÐµÐ´ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð¾Ð´ÐµÐ»Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ B2B Ð² Ð¾ÑÑÐ°ÑÐ»Ð¸ ÑÐ¸ÑÑÐµÐ¼ Ð¼ÐµÑÑÐ½Ð¾Ð¹ Ð²ÑÑÑÐ¶Ð½Ð¾Ð¹ Ð²ÐµÐ½ÑÐ¸Ð»ÑÑÐ¸Ð¸. Ð ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ°ÐºÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸, ÐºÐ°Ðº: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ PR-ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹ Ð½Ð° Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð¼ ÑÑÐ½ÐºÐµ B2B; Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ ÑÐ°Ð±Ð¾ÑÑ Ñ Ð¦Ð Ð½Ð° ÑÑÐ½ÐºÐ°Ñ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½ÑÑ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½ÑÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²; Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° ÑÐ¸Ð»ÑÑÑÐ¾Ð²ÐµÐ½ÑÐ¸Ð»ÑÑÐ¸Ð¾Ð½Ð½ÑÑ Ð°Ð³ÑÐµÐ³Ð°ÑÐ¾Ð² Ð² ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ ÑÐ¸ÑÑÐµÐ¼ Ð¼ÐµÑÑÐ½Ð¾Ð¹ Ð²ÑÑÑÐ¶Ð½Ð¾Ð¹ Ð²ÐµÐ½ÑÐ¸Ð»ÑÑÐ¸Ð¸; Ð±ÑÐ»Ð° ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¼Ð¾Ð´ÐµÐ»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð½Ð° B2B ÑÑÐ½ÐºÐµ; Ð±ÑÐ»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ°ÑÑÐ¸ÑÐ½Ð¾ Ð²Ð¾Ð¿Ð»Ð¾ÑÐµÐ½Ð° Ð² Ð¶Ð¸Ð·Ð½Ñ, ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. ÐÐ¾Ð¼Ð¸Ð¼Ð¾ ÑÑÐ¾Ð³Ð¾, Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð¾ÑÐ»ÐµÐ´ÑÑÑÐµÐ¼Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð´ÐµÐ¹ÑÑÐ²ÑÑÑÐ¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð½Ð¾Ð²ÑÑ. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¼Ð¾Ð½Ð¾Ð³ÑÐ°ÑÐ¸Ð¹ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ Ð°Ð²ÑÐ¾ÑÐ¾Ð² Ð¿Ð¾ ÑÐµÐ¼Ð°Ð¼ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, PR Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð½Ð°ÑÑÐ½ÑÑ ÑÑÐ°ÑÐµÐ¹, Ð¾ÑÑÐµÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ², Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ ÑÐ¿ÑÐ°Ð²Ð¾ÑÐ½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ ÑÐ¸ÑÑÐµÐ¼. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ»Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¸ ÑÐ°ÑÑÐ¸ÑÐ½Ð¾ Ð²Ð¾Ð¿Ð»Ð¾ÑÐµÐ½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð¼ÑÑÐ»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð²ÑÑÐ¾ÐºÐ¾ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ð° ÐÐ Â«Ð¡Ð¾Ð²ÐÐ»Ð¸Ð¼Â» Ð½Ð° B2B ÑÑÐ½ÐºÐµ.
description: This work is devoted to the study of tools, methods and channels of communication with the target audience and potential consumers, the features of promoting an industrial product on the B2B market in modern conditions, as well as the features of promoting a high-tech industrial product. In addition, this work provides for the study of a model of communication promotion of an industrial product on the B2B market in the field of local exhaust ventilation systems. In the course of the research, were solved such tasks as: the study of PR technologies in the B2B industrial market; the study of the peculiarities of working with CA in the markets of high-tech industrial products; the analysis of the market of filter ventilation units in the segment of local exhaust ventilation systems was carried out; a model for the promotion of an industrial product in the B2B market was compiled; it was developed, and also partially implemented in life, a communication campaign to promote. In addition, recommendations were proposed for further improvement of existing communication promotion campaigns, as well as for the development of new ones. The work was carried out on the basis of monographs by domestic and foreign authors on the topics of communication promotion, PR and marketing, scientific articles, reports of companies and analytical agencies, Internet resources and legal reference systems. As a result of the research, was developed and partially implemented a communication company to promote an industrial high-tech product manufactured by "SovPlym" JSC in the B2B market.