Маркетингова складова “дорожньої карти” розвитку зовнішньої торгівлі

Abstract

Проведено аналіз товарної та географічої структури, динаміки та ефективності зовнішньої торгівлі країни. Досліджено характерні особливості здійснення експортних поставок на історичних етапах розвитку національної економіки. Виявлено основні проблеми у здійсненні експортно-імпортних операцій та їх першопричини. Праналізовано ефективність застосування маркетингових інструментів у просуванні вітчизняних товарів і послуг на зовнішний ринок. Запропоновано заходи для зміцнення експортного потенціалу як важливої складової економічної безпеки держави при реалізації Експортної стратегії України.The analysis of commodity and geographical structure, dynamics and efficiency of foreign economic relations indicates the existence of a complex of problems in this important direction of functioning of the state. The purpose of the study is to analyze the problems of the formation and implementation of the export potential of the state, to determine the strategic directions of its development, to justify measures aimed at more active actions in traditional markets and the conquest of new markets for the sale of domestic goods and services using a wide range of marketing tools. The formulated goal of the study has made it necessary to solve the following main tasks: to analyze the manifestation and contradictions of the doctrines of protectionism and liberalism in world trade; trace the dynamics of the state of the domestic market with the use of data on production of major types of products for the period 1990-2017; characterize the effectiveness of the state’s export policy as a reflection of its level of competitiveness in world trade; consider using an integrated approach to the implementation of the Export Strategy of Ukraine for 2017-2021 on the basics of marketing. The necessity of rethinking domestic and foreign experience in the organization of export policy, ensuring the competitive advantages of domestic commodity producers in the market is emphasized. The decisive influence of the following components in their interrelation in the development of the state is asserted: historical traditions – classical education – advanced science – powerful industry – developed economy – quality of life – sustainable development. The crisis of the national economy, the underdevelopment of the domestic market, and the low level of solvency of the population are a brake on export activity. Only a powerful economy allows successful export policy, not based on raw materials, but on the basis of production of products with a high level of value added. The creation of new types of products would be positively influenced by the increased role of engineering work. The strengthening of export potential would be facilitated by the restoration of the Government of the Ministry of Industrial Policy. Ukraine should not become an agrarian and raw material appendage of the EU, the world economy. It is expedient to expand cooperative ties with TNCs, restore positions in traditional markets, and master the spheres of influence on new markets (EU, Asia, Africa) using a marketing mix. The strengthening of export potential should be facilitated by a system of measures of legal, technological, financial, and information orientation of the state to provide the necessary support to exporting enterprises. Measures are proposed to improve the mechanism of responsibility from the state and business entities, political and public figures, all actors at initiating, developing, approving, implementing and monitoring the implementation of the Export Strategy of Ukraine.