Scientific Bulletin of the Odesa National Economic University 2025,3, 55-61
Innovative component formation of the enterprise's communication strategy
Balabash Olga
Candidate of Economic Sciences, Associate Professor, Department of Organizational Management, Odesa
National Economic University, Odesa, Ukraine, E-mail:balabash.olga@gmail.com, ORCID: https://orcid.org/0000-0002-5794-1309
Khetagurova Dіаna
Lecturer, Department of Organizational Management, Odesa National Economic University, Odesa, Ukraine, E-mail:diana.khetagurova.19@gmail.com, ORCID: https://orcid.org/0000-0003-0026-9053
Cite this article:
Balabash O., Khetagurova D. (2025) Innovative component formation of the enterprise's communication strategy. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Innovacijna skladova formuvannja komunikatyvnoi strategii pidpryjemstva; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 3 (328), pp.55-61.
Abstract
The purpose of the study is to substantiate the theoretical and methodological principles of forming a communication
strategy of the enterprise, which will contribute to increasing the efficiency of interaction with visitors on the basis of introducing
innovative communication technologies. The research methodology consists in using an approach that includes expert evaluation
of innovative communication technologies on the example of a trade enterprise. The results of the study prove the feasibility of
introducing innovative communication technologies in forming a communication strategy of the enterprise. The feasibility of using
the "mystery shopper" method and evaluation using the Likert scale is substantiated. According to the results of calculating the
integral indicator of communication activity of the consultant of the trade enterprise PE "Krasa", it was determined that the highest
weighted scores for are observed at the stages of meeting with the visitor (1.2) and consulting (1.25), which emphasizes the quality
of the consultant's interaction with the visitor. This indicates a well-organized work of consultants at these stages of interaction
with the visitor. According to the results of segmentation of visitors to the retail enterprise PE "Krasa", it was determined that the
largest share of visitors belongs to the LF-HF segment (31.7%), which demonstrates the need for separate strategies for this group,
for example, loyalty through frequent contacts. Based on the segmentation, measures were developed to manage communications
for the retail enterprise PE "Krasa". For visitors with a high frequency of purchases and a high cost of purchases, it is proposed
to implement premium offers and VIP programs. Visitors with an average cost of purchases can be stimulated through promotions,
seasonal discounts and bonuses. The practical significance of the research results lies in the possibility of using the proposed
communication strategy to optimize communication with customers. The implementation of innovative measures contributes to
strengthening market positions, forming a positive image, and ensuring the competitiveness of the enterprise.
Keywords
communication strategy, trading company, customer orientation, innovation, integrated communications.
JEL classification:M310; O310; L210;DOI: https://doi.org/10.32680/2409-9260-2025-3-328-55-61
UD classification:005.57:005.21:658.8
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