Disclosure of the main concepts in the formation of competitive strategies of industrial enterprises in the conditions of the experience economy

Abstract

The analysis of competitive marketing strategies of the investigated industrial enterprises using the example of machine-building companies revealed that the basis of a competitive marketing strategy is the improvement of long-term relationships in the conditions of the experience economy. Relationship marketing and impression marketing as its derivative are aimed at increasing profitability based on the use of relationships, taking into account the active unsatisfied needs of consumers and partners. Proposals for strategic management of the development of the studied machine-building enterprises are presented , which will allow to develop and implement a strategy with minimal risks. Typical competitive advantages of machine-building enterprises are highlighted. Based on this, the Delphi method of expert evaluations was applied, with the help of which the existing competitive advantages were ranked according to their importance. Measures are proposed for the development of the studied enterprises in the conditions of the economy of impressions on the basis of such an identified competitive advantage as " technological innovation ". Its implementation will enable industrial enterprises to ensure profit maximization and occupy a significant place in the machine-building market.