Branding in the agrarian sphere as a format of comprehensive agricultural project management
Abstract
The object of the study is the system of brands in the agricultural sector, covering the agricultural sector (production, processing, technologies) and rural areas (infrastructure, socio–cultural development, environmental aspects), as a format of comprehensive strategic project management.The subject of the study is the mechanisms for integrating all forms of brand into project management of the agricultural sector.The purpose of the study is to develop a model of integrated branding in the agricultural sphere as a strategic format for increasing its investment attractiveness, competitiveness, and socio–economic sustainability.The scientific novelty lies in the comprehensive application of all forms of branding in the agricultural sphere, which integrates the development of the agricultural sector and rural areas into a single strategic model, forming sustainable mechanisms for managing agro–industrial, social, economic, environmental and investment processes.The practical value of the obtained results lies in the possibility of applying its results by state structures, agrarian businesses, and local communities to improve the mechanisms of management of the agricultural sector, which will contribute to increasing its investment attractiveness, social development, and economic stability.Conclusions. Branding in the agricultural sphere is considered as a strategic tool for the comprehensive development of agricultural projects and rural areas, which contributes to the formation of a sustainable management model, socio–economic growth and integration of the Ukrainian agricultural sector into world markets and a significant improvement in the socio–economic living conditions of the population in rural areas. It has been established that for its effective implementation, a systematic approach is required that takes into account economic, social, environmental and technological aspects, as well as the adaptation of strategies to the conditions of the national market, which includes institutional support, partnership models and long–term marketing solutions. It is substantiated that the territorial brand of rural areas ensures the competitiveness of the region, supports the development of corporate brands, brands of goods and services, promotes investment attraction and the formation of a positive image of the agricultural sector at the international level. The proposed model of comprehensive branding of the agricultural sphere provides an interconnection with resource management, regional planning of rural areas and global integration of the agricultural sector.
Full text
46 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww © ÑÒÓIJÍÑÜÊÀ Ã. ß., 2025 ÓÄÊ 338.43:502.3:659.2 ÑÒÓIJÍÑÜÊÀ Ã. ß. Áðåíäèíã â àãðàðí³é ñôåð³ ÿê ôîðìàò êîìïëåêñíîãî óïðàâë³ííÿ àãðîïðîåêòîì Îá’ºêòîì äîñë³äæåííÿ º ñèñòåìà áðåíä³â â àãðàðí³é ñôåð³, ùî îõîïëþº àãðàðíèé ñåêòîð (âèðîáíèöòâî, ïåðåðîáêó, òåõíîëî㳿) òà ñ³ëüñüê³ òåðèòî𳿠(³íôðàñòðóêòóðó, ñîö³àëüíî–êóëüòóðíèé ðîçâèòîê, åêîëîã³÷í³ àñïåêòè), ÿê ôîðìàò êîìïëåêñíîãî ñòðàòåã³÷íîãî óïðàâë³ííÿ ïðîºêòàìè. Ïðåäìåòîì äîñë³äæåííÿ º ìåõàí³çìè ³íòåãðàö³¿ âñ³õ ôîðì áðåíäó â ïðîºêòíå óïðàâë³ííÿ àãðàðíîþ ñôåðîþ. Ìåòà äîñë³äæåííÿ ïîëÿãຠó ðîçðîáö³ ìîäåë³ êîìïëåêñíîãî áðåíäèíãó â àãðàðíó ñôåðó ÿê ñòðàòåã³÷íîãî ôîðìàòó ï³äâèùåííÿ ¿¿ ³íâåñòèö³éíî¿ ïðèâàáëèâîñò³, êîíêóðåíòîñïðîìîæíîñò³ òà ñîö³àëüíî–åêîíîì³÷íî¿ ñò³éêîñò³. Íàóêîâà íîâèçíà ïîëÿãຠó êîìïëåêñíîìó çàñòîñóâàíí³ âñ³õ ôîðì áðåíäó â àãðàðí³é ñôåð³, ùî ³íòåãðóº ðîçâèòîê àãðàðíîãî ñåêòîðó òà ñ³ëüñüêèõ òåðèòîð³é ó ºäèíó ñòðàòåã³÷íó ìîäåëü, ôîðìóþ- ÷è ñò³éê³ ìåõàí³çìè óïðàâë³ííÿ àãðîïðîìèñëîâèìè, ñîö³àëüíèìè, åêîíîì³÷íèìè, åêîëîã³÷íèìè òà ³íâåñòèö³éíèìè ïðîöåñàìè. Ïðàêòè÷íà ö³íí³ñòü îòðèìàíèõ ðåçóëüòàò³â äîñë³äæåííÿ ïîëÿãຠó ìîæëèâîñò³ çàñòîñóâàííÿ éîãî ðåçóëüòàò³â äåðæàâíèìè ñòðóêòóðàìè, àãðàðíèì á³çíåñîì òà ì³ñöåâèìè ãðîìàäàìè äëÿ âäîñêîíàëåííÿ ìåõàí³çì³â óïðàâë³ííÿ àãðàðíîþ ñôåðîþ, ùî ñïðèÿòèìå ï³äâèùåííþ ¿¿ ³íâåñòèö³éíî¿ ïðèâàáëèâîñò³, ñîö³àëüíîãî ðîçâèòêó òà åêîíîì³÷íî¿ ñòàá³ëüíîñò³. Âèñíîâêè. Áðåíäèíã â àãðàðí³é ñôåð³ ðîçãëÿäàºòüñÿ ÿê ñòðàòåã³÷íèé ³íñòðóìåíò êîìïëåêñíîãî ðîçâèòêó àãðîïðîºêò³â òà ñ³ëüñüêèõ òåðèòîð³é, ùî ñïðèÿº ôîðìóâàííþ ñò³éêî¿ ìîäåë³ óïðàâë³ííÿ, ñîö³àëüíî–åêîíîì³÷íîìó çðîñòàííþ òà ³íòåãðàö³¿ óêðà¿íñüêîãî àãðîñåêòîðó ó ñâ³òîâ³ ðèíêè òà ñóòòºâîìó ï³äâèùåííþ ñîö³àëüíî–åêîíîì³÷íèõ óìîâ ïðîæèâàííÿ íàñåëåííÿ íà ñ³ëüñüêèõ òåðèòîð³ÿõ. Âñòàíîâëåíî, ùî äëÿ éîãî åôåêòèâíîãî âïðîâàäæåííÿ íåîáõ³äíèé ñèñòåìíèé ï³äõ³ä, ÿêèé âðàõîâóº åêîíîì³÷í³, ñîö³àëüí³, åêîëîã³÷í³ òà òåõíîëîã³÷í³ àñïåêòè, à òàêîæ àäàïòàö³þ ñòðàòåã³é äî óìîâ íàö³îíàëüíîãî ðèíêó, ùî îõîïëþº ³íñòèòóö³éíó ï³äòðèìêó, ïàðòíåðñüê³ ìîäåë³ òà äîâãîñòðîêîâ³ ìàðêåòèíãîâ³ ð³øåííÿ. Îá´ðóíòîâàíî, ùî òåðèòîð³àëüíèé áðåíä ñ³ëüñüêî¿ ì³ñöåâîñò³ çàáåçïå÷óº êîíêóðåíòîñïðîìîæí³ñòü ðåã³îíó, ï³äòðèìóº ðîçâèòîê êîðïîðàòèâíèõ áðåíä³â, áðåíä³â òîâàð³â òà ïîñëóã, ñïðèÿº çàëó÷åííþ ³íâåñòèö³é ³ ôîðìóâàííþ ïîçèòèâíîãî ³ì³äæó àãðîñåêòîðó íà ì³æíàðîäíîìó ð³âí³. Çàïðîïîíîâàíà ìîäåëü êîìïëåêñíîãî áðåíäóâàííÿ àãðàðíî¿ ñôåðè çàáåçïå÷óº âçàºìîçâ’ÿçîê ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² IJßËÜÍÎÑÒ²
47 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² ³ç óïðàâë³ííÿì ðåñóðñàìè, ðåã³îíàëüíèì ïëàíóâàííÿì ñ³ëüñüêî¿ òåðèòî𳿠òà ãëîáàëüíîþ ³íòåãðàö³ºþ àãðàðíîãî ñåêòîðó. Êëþ÷îâ³ ñëîâà: àãðàðíà ñôåðà, àãðàðíèé ñåêòîð, áðåíäèíã ñ³ëüñüêèõ òåðèòîð³é, ïðîºêòíå óïðàâë³ííÿ, ³ì³äæ àãðàðíî¿ ñôåðè. HALYNA STYDINSKA Branding in the agrarian sphere as a format of comprehensive agricultural project management The object of the study is the system of brands in the agricultural sector, covering the agricultural sector (production, processing, technologies) and rural areas (infrastructure, socio–cultural development, environmental aspects), as a format of comprehensive strategic project management. The subject of the study is the mechanisms for integrating all forms of brand into project management of the agricultural sector. The purpose of the study is to develop a model of integrated branding in the agricultural sphere as a strategic format for increasing its investment attractiveness, competitiveness, and socio–economic sustainability. The scientific novelty lies in the comprehensive application of all forms of branding in the agricultural sphere, which integrates the development of the agricultural sector and rural areas into a single strategic model, forming sustainable mechanisms for managing agro–industrial, social, economic, environmental and investment processes. The practical value of the obtained results lies in the possibility of applying its results by state structures, agrarian businesses, and local communities to improve the mechanisms of management of the agricultural sector, which will contribute to increasing its investment attractiveness, social development, and economic stability. Conclusions. Branding in the agricultural sphere is considered as a strategic tool for the comprehensive development of agricultural projects and rural areas, which contributes to the formation of a sustainable management model, socio–economic growth and integration of the Ukrainian agricultural sector into world markets and a significant improvement in the socio–economic living conditions of the population in rural areas. It has been established that for its effective implementation, a systematic approach is required that takes into account economic, social, environmental and technological aspects, as well as the adaptation of strategies to the conditions of the national market, which includes institutional support, partnership models and long–term marketing solutions. It is substantiated that the territorial brand of rural areas ensures the competitiveness of the region, supports the development of corporate brands, brands of goods and services, promotes investment attraction and the formation of a positive image of the agricultural sector at the international level. The proposed model of comprehensive branding of the agricultural sphere provides an interconnection with resource management, regional planning of rural areas and global integration of the agricultural sector. Key words: agricultural sphere, agricultural sector, branding of rural areas, project management, image of the agricultural sphere. Ïîñòàíîâêà ïðîáëåìè. Àãðàðíà ñôåðà Óêðà¿íè ³ñòîðè÷íî º îñíîâîþ ¿¿ åêîíîì³êè, ãàðàíòóþ÷è ïðîäîâîëü÷ó áåçïåêó êðà¿íè, çàáåçïå÷óþ÷è çíà÷íó ÷àñòêó ¿¿ åêñïîðòó òà ôîðìóþ÷è ¿¿ êîíêóðåíòîñïðîìîæí³ñòü íà ñâ³òîâèõ ðèíêàõ. Ïðîòå ñüîãîäí³ ¿¿ ðîçâèòîê ñòèêàºòüñÿ ç ïåðåë³êîì ñèñòåìíèõ ïðîáëåì, ùî çàãðîæóþòü ¿¿ ñòàá³ëüíîñò³, ñòàëîñò³ òà ìàéáóòíüîìó, éäåòüñÿ ïðî ïîë³êðèçó àãðàðíî¿ ñôåðè êðà¿íè [14]. Êîíöåïòóàëüíà ïðîáëåìà ðîçâèòêó àãðàðíî¿ ñôåðè Óêðà¿íè êðèºòüñÿ ó íååôåêòèâí³é àðõ³òåêòóð³ ¿¿ íàö³îíàëüíî¿ åêîíîì³êè. Ïåðâèííèé ñåêòîð åêîíîì³êè Óêðà¿íè, êóäè âõîäèòü ñ³ëüñüêå ãîñïîäàðñòâî ðàçîì ³ç âèäîáóâíîþ ãàëóççþ, ðèáíèì òà ë³ñîâèì ãîñïîäàðñòâîì, ó ñåêòîðàëüí³é ñòðóêòóð³ åêîíîì³êè ìàéæå ó òðè ðàçè ïåðåâèùóº ñåðåäíüîñâ³òîâèé ð³âåíü òà ìຠíåáåçïå÷íó òåíäåíö³þ äî ïîäàëüøîãî çá³ëüøåííÿ, ùî çàãðîæóº êðà¿í³ ïåðåòâîðèòèñÿ íà ñâ³òîâîãî ñèðîâèííîãî äîíîðà, à, ãîëîâíå, ãàëüìóº ï³äâèùåííÿ äîáðîáóòó íàñåëåííÿ êðà¿íè â ö³ëîìó ÷åðåç íàÿâí³ñòü îáåðíåíî¿ çàëåæíîñò³ ÂÂÏ íà äóøó
ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² 48 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww íàñåëåííÿ â³ä ðîçì³ðó ïåðâèííîãî ñåêòîðà.  êîìïåòåíö³¿ áðåíäèíãó, ÿê ôîðìàò³ êîìïëåêñíîãî ïðîºêòíîãî óïðàâë³ííÿ àãðàðíîþ ñôåðîþ, çíàõîäèòüñÿ ìîæëèâ³ñòü îïòèì³çóâàòè ñåêòîðàëüíó ñòðóêòóðó åêîíîì³êè Óêðà¿íè [12]. Ðóéí³âíîãî óäàðó ïî àãðàðí³é ñôåð³ Óêðà¿íè íàíåñëà òà ïðîäîâæóº íàíîñèòè ðîñ³éñüêî–óêðà- ¿íñüêà â³éíà, ÿêà çíèùóº àãðàðíó òåõí³êó òà ³íôðàñòðóêòóðó, çàáðóäíþº ñ³ëüñüêîãîñïîäàðñüê³ çåìë³ ì³íóâàííÿì òà áîìáóâàííÿì, áëîêóº òðàäèö³éí³ ëîã³ñòè÷í³ øëÿõè äëÿ åêñïîðòó ïðîäóêö³¿ àãðàðíîãî ñåêòîðó, íåãàòèâíî âïëèâຠâíóòð³øíþ òà çîâí³øíþ ì³ãðàö³þ ñ³ëüñüêîãî íàñåëåííÿ. Çàñòóïíèê ãîëîâè Âñåóêðà¿íñüêî¿ àãðàðíî¿ ðàäè Äåíèñ Ìàð÷óê çàóâàæèâ ç öüîãî ïðèâîäó: «Ïðÿì³ çáèòêè àãðàðíîãî ñåêòîðó ñòàíîâëÿòü áëèçüêî 30 ìëðä äîë. ÑØÀ âêëþ÷àþ÷è çíèùåííÿ åëåâàòîð³â, ôåðì, òåõí³êè òà ì³íóâàííÿ çåìåëü. Íåïðÿì³ âòðàòè ñÿãàþòü äî 100 ìëðä äîë. ÑØÀ, ùî ïîâ’ÿçàíî ç ïîðóøåííÿì ëîã³ñòèêè, çíèæåííÿì ö³í íà åêñïîðòí³ òîâàðè òà ñêîðî÷åííÿì âèðîáíèöòâà [18]. Çà ³íøèìè îö³íêàìè «çà ïåð³îä â³ä 22 ëþòîãî 2022 ðîêó é äî ñüîãîäí³ âòðà÷åíî 1 261 àãðàðíèõ ï³äïðèºìñòâ, çàãàëîì àãðàðíèé ñåêòîð º îäíèì ç íàéá³ëüø ïîñòðàæäàëèõ â³ä â³éíè, çáèòêè ÿêîãî â 2024 ñêëàëè ïîíàä 80 ìëðä äîë. ÑØÀ [7]. Çà ðîçðàõóíêàìè öåíòðó äîñë³äæåííÿ ïðîäîâîëüñòâà òà çåìëåêîðèñòóâàííÿ (KSE Àãðîöåíòð) òà ̳íàãðîïîë³òèêè «âòðàòè ñ³ëüñüêîãî ãîñïîäàðñòâà îö³íþþòüñÿ ó 40 ìëðä äîë. ÑØÀ, ç ÿêèõ 6,6 ìëðä äîë. ÑØÀ – ïðÿì³ çáèòêè (çíèùåíà òåõí³êà, çåðíîñõîâèùà, òâàðèííèöòâî), â ò.÷. 84,2 òèñ. îäèíèöü òåõí³êè òà óñòàòêóâàííÿ – 2,9 ìëðä äîë. ÑØÀ., çåðíîñõîâèùà – 1,1 ìëðä äîë. ÑØÀ.; ìàéæå 400 òèñ. áäæîëîñ³ìåé, 95 òèñ. ãîë³â ê³ç òà îâåöü, 212 òèñ. ãîë³â âåëèêî¿ ðîãàòî¿ õóäîáè, 507 òèñ. ñâèíåé òà ìàéæå 11,7 ìëí ãîë³â ïòèö³ íà ñóìó 362,5 ìëí äîë. ÑØÀ; áàãàòîð³÷íèõ êóëüòóð – íà 348,7 ìëí äîë. ÑØÀ, òîùî. À íåïðÿì³ âòðàòè ÷åðåç çìåíøåííÿ âèðîáíèöòâà òà ïàä³ííÿ ö³í ñòàíîâëÿòü 34,25 ìëðä äîë. ÑØÀ» [8]. Ïîðÿä ³ç âèêëèêàìè â³éíè, àãðàðíà ñôåðà äîâãèé ÷àñ ïîòåðïຠâ³ä íååôåêòèâíîãî ìåíåäæìåíòó â îðãàíàõ äåðæàâíî¿ âëàäè òà ì³ñöåâîãî ñàìîâðÿäóâàííÿ ÷åðåç â³äñóòí³ñòü äîâãîñòðîêîâî¿ äåðæàâíî¿ ïîë³òèêè ï³äòðèìêè àãðîñåêòîðó; íåïðîçîðå ðîçïîä³ëåííÿ ðåñóðñ³â òà äîòàö³é, ùî óñêëàäíþº ô³íàíñîâó ñòàá³ëüí³ñòü ôåðìåðñòâà, áî ï³äòðèìêîþ êîðèñòóþòüñÿ ïåðåâàæíî àãðàðí³ õîëäèíãè; ïîâ³ëüíó àäàïòàö³þ äî ãëîáàëüíèõ òðåíä³â, ùî ïåðåøêîäæຠðîçâèòêó ñó÷àñíèõ àãðîòåõíîëîã³é òà åêîëîã³÷íèõ ñòàíäàðò³â. Ñèòóàö³þ â àãðàðí³é ñôåð³ óñêëàäíþº äåìîãðàô³÷íà êðèçà òà çíèêíåííÿ ñîòåíü ñ³ë, ùî âåäå äî: ñêîðî÷åííÿ ðîáî÷î¿ ñèëè â àãðàðíîìó âèðîáíèöòâ³; çìåíøåííÿ åêîíîì³÷íî¿ àêòèâíîñò³; çíèêíåííÿ êóëüòóðíî¿ ñïàäùèíè óêðà¿íñüêîãî ñåëà, ðóéíóâàííÿ ñîö³àëüíî¿ ³íôðàñòðóêòóðè; âòðàòè ïîòåíö³àëó ðîçâèòêó àãðîòóðèçìó, ëîêàëüíîãî âèðîáíèöòâà òà ôåðìåðñüêèõ ³í³ö³àòèâ. 3 1991 ïî 2012 ðîêè â Óêðà¿í³ çíèêëî 528 ñ³ëüñüêèõ íàñåëåíèõ ïóíêò³â, ñåðåä ÿêèõ 34 ñåëèùà é 494 ñåëà ó çâ’ÿçêó ç â³äñóòí³ñòþ ó íèõ æèòåë³â. Íàéá³ëüøå çíèêëî ñ³ë íà Êè¿âùèí³ (94), Ïîëòàâùèí³ (55), Æèòîìèðùèí³ (45), Ñóìùèí³ (45), Õàðê³âùèí³ (42), ×åðí³ã³âùèí³ (40) [17]. Åêîëîã³÷íå çàáðóäíåííÿ òàêîæ çàãðîæóº äîâãîñòðîêîâîìó ³ñíóâàííþ òà åôåêòèâíîìó ðîçâèòêó àãðàðíî¿ ñôåðè. Çìåíøóºòüñÿ ðîäþ÷³ñòü ´ðóíò³â ÷åðåç ³íòåíñèâíå âèêîðèñòàííÿ ðåñóðñ³â òà õ³ì³÷íå çàáðóäíåííÿ; íèçüêà ÿê³ñòü ïèòíî¿ âîäè òà âèñíàæåííÿ âîäíèõ äæåðåë; ñïîñòåð³ãàºòüñÿ çíèæåííÿ á³îð³çíîìàí³òòÿ, ùî âïëèâຠíà ïðèðîäíèé áàëàíñ àãðîåêîñèñòåì. Ðîçâ’ÿçàííÿ öèõ ïðîáëåì ïîòðåáóº íå òî÷êîâèõ ð³øåíü, à ñèñòåìíîãî ï³äõîäó, ùî îõîïëþº âåñü àãðàðíèé ñåêòîð òà ñ³ëüñüê³ òåðèòîð³¿, ùî çíàõîäèòüñÿ â êîìïåòåíö³¿ áðåíäèíãó àãðàðíî¿ ñôåðè. Òàêèì ÷èíîì, àêòóàëüí³ñòü òà ñâîº÷àñí³ñòü äîñë³äæåííÿ çóìîâëåíà íåîáõ³äí³ñòþ êîìïëåêñíîãî ðîçâèòêó àãðàðíî¿ ñôåðè äëÿ ôîðìóâàííÿ êîíêóðåíòîñïðîìîæíî¿, ³íâåñòèö³éíî¿ ïðèâàáëèâî¿ òà ñò³éêî¿ àãðîñèñòåìè, çäàòíî¿ åôåêòèâíî ðåàãóâàòè íà ñó÷àñí³ åêîíîì³÷í³, åêîëîã³÷í³ òà ñîö³àëüí³ âèêëèêè. Îá’ºêòîì äîñë³äæåííÿ º ñèñòåìà áðåíä³â â àãðàðí³é ñôåð³, ùî îõîïëþº àãðàðíèé ñåêòîð (âèðîáíèöòâî, ïåðåðîáêó, òåõíîëî㳿) òà ñ³ëüñüê³ òåðèòî𳿠(³íôðàñòðóêòóðó, ñîö³àëüíî–êóëüòóðíèé ðîçâèòîê, åêîëîã³÷í³ àñïåêòè), ÿê ôîðìàò êîìïëåêñíîãî ñòðàòåã³÷íîãî óïðàâë³ííÿ ïðîºêòàìè. Ïðåäìåòîì äîñë³äæåííÿ º ìåõàí³çìè ³íòåãðàö³¿ âñ³õ ôîðì áðåíäó â ïðîºêòíå óïðàâë³ííÿ àãðàðíîþ ñôåðîþ. Àíàë³ç îñòàíí³õ äîñë³äæåíü ³ ïóáë³êàö³é. Ó ñó÷àñíèõ íàóêîâèõ äèñêóñ³ÿõ çíà÷íà óâàãà ïðèä³ëÿºòüñÿ äîñë³äæåííþ ìåõàí³çì³â ï³äâèùåííÿ åôåêòèâíîñò³ àãðàðíîãî âèðîáíèöòâà, âäîñêîíàëåííÿ ñîö³àëüíî–åêîíîì³÷íèõ óìîâ ïðîæèâàííÿ íàñåëåííÿ íà ñ³ëüñüêèõ òåðèòîð³ÿõ, à òàêîæ îïòèì³çàö³¿ óïðàâë³ííÿ àãðàðíèìè ðåñóðñàìè, òîä³ ÿê
ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² 49 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww îêðåìèé íàïðÿìîê äîñë³äæåíü çîñåðåäæóºòüñÿ íà áðåíäèíãó ÿê òî÷êîâîìó ³íñòðóìåíò³, çàñòîñîâàíîìó äëÿ ôîðìóâàííÿ ³ì³äæó îêðåìèõ òåðèòîð³é ÷è àãðîïðîìèñëîâèõ ï³äïðèºìñòâ áåç êîìïëåêñíî¿ ³íòåãðàö³¿ â ñèñòåìó óïðàâë³ííÿ àãðàðíîþ ñôåðîþ. Íàóêîâö³ ðîçì³ðêîâóþòü íàä ïðîáëåìîþ åôåêòèâíîãî ðîçâèòêó àãðàðíî¿ ñôåðè, ï³äêðåñëþþòü ¿¿ çíà÷íèé ìàñøòàá òà ñêëàäí³ñòü, øóêàþòü îïòèìàëüí³ øëÿõè ¿¿ âèð³øåííÿ, ìîäåëþþòü ïðîöåñè óäîñêîíàëåííÿ, àëå âòðà÷àþòü âàæëèâèé àñïåêò ïðîáëåìè, ÿêèé ïîëÿãຠó íåîáõ³äíîñò³ ³íòåãðîâàíîãî ð³øåííÿ, ùî ö³ëêîì âïèñóºòüñÿ ó ïðîºêòíå êîìïëåêñíå óïðàâë³ííÿ àãðàðíîþ ñôåðîþ ó ôîðìàò³ áðåíäèíãó. Íàóêîâö³ äîñë³äæóþòü îêðåì³ íàïðÿìè ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é, îêðåìà Î. Ãîëîâíÿ çîñåðåäèëàñÿ íà àíàë³ç³ ñîö³àëüíèõ á³çíåñ–ïðîåêò³â íà ñ³ëüñüêèõ òåðèòîð³ÿõ. ßê îäèí ç ïðèêëàä³â òàêèõ ïðîºêò³â àâòîðêà íàâîäèòü ïðîåêò Ìèðîí³âñüêîãî õë³áîïðîäóêòó «Ñåëî: Êðîêè äî ðîçâèòêó», ÿêèé, íà ¿¿ äóìêó, ñïðèÿº íå ëèøå ïîøèðåííþ ï³äïðèºìíèöòâà íà ñåë³, à é º ïðèêëàäîì òîãî, ÿê óñï³õ îäí³º¿ ëþäèíè ìîæå âïëèíóòè íà ðîçâèòîê ö³ëî¿ ãðîìàäè [9, ñ. 78–79]. Çíà÷íà ÷àñòèíà íàóêîâö³â íàìàãàþòüñÿ êîìïëåêñíî äîñë³äæóâàòè òåìó ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é. Çîêðåìà Í. Î. Ìàðòèíîâà äîñë³äæóº ëîêàëüíå ïàðòíåðñòâî ó ñôåð³ ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é ªâðîïåéñüêîãî Ñîþçó, ¿õ àäàïòàö³ÿ äî íàö³îíàëüíîãî çàêîíîäàâñòâà Óêðà¿íè òà âèçíà- ÷ຠéîãî ÿê ôîðìó ñï³âïðàö³ ïàðòíåð³â (ó òîìó ÷èñë³ ³íòåðíàö³îíàëüíà ñï³âïðàöÿ), ñòðàòåã³÷íèì åëåìåíòîì ÿêî¿ îáîâ’ÿçêîâî ïîâèíåí áóòè îðãàí ì³ñöåâîãî ñàìîâðÿäóâàííÿ. Àâòîðêà óïåâíåíà, ùî ïàðòíåðè ìàþòü ñï³ëüíî, ñèñòåìàòè÷íî, ñò³éêî òà ñòàëî ç âèêîðèñòàííÿì ³ííîâàö³éíèõ ìåòîä³â ³ çàñîá³â ïëàíóâàííÿ, ïðîåêòóâàííÿ òà ðåàë³çàö³¿ âèêîíóâàòè ïåâí³ ä³¿ é âïðîâàäæóâàòè ð³çíîìàí³òí³ ³í³ö³àòèâè íà êîðèñòü ëîêàëüíèõ ñ³ëüñüêèõ ãðîìàä ó âèçíà÷åíèõ ñôåðàõ ñ³ëüñüêîãîñïîäàðñüêî¿ ä³ÿëüíîñò³ (âèðîáíè÷³é, ñîö³àëüí³é, åêîëîã³÷í³é) ³ç ìåòîþ ðåàë³çàö³¿ ëîêàëüíèõ ïðîãðàì ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é [5, ñ. 278–279]. ijéñíî, ëîêàëüíå ïàðòíåðñòâî º îäíèì ³ç ïð³îðèòåòíèõ øëÿõ³â ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é, îñê³ëüêè ñïðèÿº ñòâîðåííþ íîâèõ ô³ðì, çì³öíåííþ êîíêóðåíòîñïðîìîæíîñò³ íàÿâíèõ ï³äïðèºìñòâ, çàëó÷åííþ ³íâåñòèö³é, ÷èì äîïîìàãຠó ñòâîðåíí³ íîâèõ ðîáî÷èõ ì³ñöü òà é âçàãàë³ â àêòèâ³çàö³¿ ñ³ëüñüêîãî ðîçâèòêó. Âñòàíîâëåííÿ ëîêàëüíîãî ïàðòíåðñòâà ñâ³ä÷èòü ïðî ãîòîâí³ñòü ì³ñöåâî¿ âëàäè òà ãðîìàäè â ö³ëîìó äî âïðîâàäæåííÿ ñêëàäíîãî ïðîºêòíîãî ð³øåííÿ. Ëîêàëüíå ïàðòíåðñòâî, ÿê ôîðìà âïðîâàäæåííÿ ³ííîâàö³éíîãî ïðîºêòó â àãðàðí³é ñôåð³ ðîçãëÿäàþòüñÿ íàìè ÿê îäíà ç åôåêòèâíèõ ôîðì ïîðÿä ³ç àãðîïðîìèñëîâèìè êëàñòåðàìè òà áðåíäèíãîì [13, ñ. 59]. Âàæëèâèì åòàïîì àëãîðèòìó ï³äâèùåííÿ åôåêòèâíîñò³ àãðàðíî¿ ñôåðè º âèçíà÷åííÿ ñòðàòå㳿. Ñàìå òîìó, êîðèñíèì º äîñë³äæåííÿ Ì. Ì. Òèìîøåíêî, ÿêèé âèçíà÷ຠñåðåä âñ³õ ñòðàòåã³é òàê³, ùî ìîæóòü çàáåçïå÷èòè ïðèñêîðåííÿ ñîö³àëüíî–åêîíîì³÷íîãî ðîçâèòêó ñåëà â Óêðà¿í³: ñòðàòåã³ÿ ïîãëèáëåíî¿ ìîäåðí³çàö³¿ àãðîïðîìèñëîâîãî êîìïëåêñó, ñòðàòåã³ÿ ðîçâèòêó ìàëîãî òà ñåðåäíüîãî á³çíåñó íà ñ³ëüñüêèõ òåðèòîð³ÿõ, ñòðàòåã³ÿ ðîçâèòêó çåëåíî¿ åíåðãåòèêè. Îñíîâíèìè ïåðåâàãàìè äàíèõ ñòðàòåã³é, íà äóìêó àâòîðà, º ¿õ ôóíêö³îíàëüíà ñïðÿìîâàí³ñòü íà çàáåçïå÷åííÿ åêîíîì³÷íî¿ ñòàá³ëüíîñò³ íà ñåë³, ï³äâèùåííÿ ð³âíÿ æèòòÿ ñ³ëüñüêîãî íàñåëåííÿ, à òàêîæ îð³ºíòîâàí³ñòü íà çáåðåæåííÿ íàâêîëèøíüîãî ñåðåäîâèùà, ðàçîì ç òèì, ó âèñíîâêó éäåòüñÿ ïðî íåîáõ³äí³ñòü çàáåçïå÷åííÿ êîìïëåêñíîãî ï³äõîäó äî ðîçðîáêè òà ðåàë³çàö³¿ åêîíîì³÷íèõ ñòðàòåã³é ñòàëîãî ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é Óêðà¿- íè [15, ñ. 34]. Òàêèé âèñíîâîê ñâ³ä÷èòü, ùî ïåðåë³÷åí³ ñòðàòå㳿 íå ñêåðîâóþòü äî êîìïëåêñíîãî ðîçâèòêó. ². Â. Ôóðìàí òà Î. Â. Äìèòðèê Î.Â. òàêîæ äîñë³äæóþòü ñòðàòåã³÷í³ íàïðÿìè ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é òà ïðîïîíóþòü âïðîâàäæóâàòè ðîçâèòîê ñ³ëüñüêèõ òåðèòîð³é íà çàñàäàõ äð³áíîòîâàðíîãî âèðîáíèöòâà òà ðîçâèòêó âèðîáíèöòâà á³îïàëèâà. Àâòîðè çàïðîïîíóâàëè ö³ë³ñíó ñèñòåìó ç 17 îïåðàö³éíèõ ö³ëåé òà ïð³îðèòåò³â ñ³ëüñüêîãî çàéíÿòîñò³ íàñåëåííÿ, ÿêå â³äïîâ³äຠ³äå¿ êîìïëåêñíîñò³ ïðîºêòó óïðàâë³ííÿ [16, ñ. 50]. Äîñë³äæóþ÷è ðîçâèòîê ñ³ëüñüêèõ òåðèòîð³é íà ³ííîâàö³éíèõ çàñàäàõ Ô. À. Âàæèíñüêèé ñïðàâåäëèâî çàóâàæóº, ùî ³ííîâàö³éíèé ðîçâèòîê ñ³ëüñüêèõ òåðèòîð³é Óêðà¿íè ìîæëèâèé ëèøå íà îñíîâ³ â³äïîâ³äíî¿ ìîäåë³, ÿêà ìຠðîçðîáëÿòèñÿ â êîæíîìó ðåã³îí³ ³ âðàõîâóâàòè éîãî îñîáëèâîñò³ òà ìîæëèâîñò³ òà ìຠíîñèòè êîìïëåêñíèé õàðàêòåð. ßê ïðèêëàä àâòîð íàâîäèòü ìîäåëü «Íîâà ñ³ëüñüêà ãðîìàäà», ùî ñòâîðåíà ó Ïîë³ññ³ òà Êàðïàòñüêîìó ðåã³îíó çã³äíî ç íàêàçó ̳í³ñòåðñòâà àãðàðíî¿ ïîë³òèêè Óêðà¿íè ¹ 280 â³ä 01.06.2010 ð. [1]. Ðåçóëüòàòè òà åôåêòèâí³ñòü ö³º¿ ìîäåë³ îö³íèòè íåìຠìîæëèâîñò³ ÷åðåç â³äñóòí³ñòü ³íôîð-
ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² 50 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww ìàö³¿. Ãîëîâíèì ñòèìóëîì äî ïîøèðåííÿ òàêî¿ ïðàêòèêè ìàþòü ñòàòè äåòàëüí³ çâ³òè ç ðåçóëüòàòàìè âïðîâàäæåííÿ êîæíîãî ïðîºêòó. Óïðàâë³ííÿ ðîçâèòêîì ñ³ëüñüêèõ òåðèòîð³é Óêðà¿íè º îá’ºêòîì äîñë³äæåííÿ ³ Í.Î. Ïåòðåíêî òà ². Â. ×óê³íî¿. Íà äóìêó àâòîð³â óïðàâë³ííÿ ðîçâèòêîì ñ³ëü ñüêèõ òåðèòîð³é ìຠâ³äáóâàòèñÿ íà îñíîâ³ ðåàë³ çàö³¿ ïîëîæåíü àêòèâíî¿ ïîë³òèêè ñòàëîãî ðîçâè òêó, ùî âèìàãຠðåã³îíàëüíîãî ï³äõîäó, îñê³ëüêè ðåàë³çàö³ÿ ñîö³àëüíî–åêîíîì³÷íèõ ïðîåêò³â ³ ïðî ãðàì ó ñ³ëüñüê³é ì³ñöåâîñò³ ïåðåäáà- ÷ຠçä³éñíåííÿ êîìïëåêñó çàõîä³â íà êîíêðåòíèõ òåðèòîð³àëü íèõ ñòðóêòóðíèõ îäèíèöÿõ, ùî â³äð³çíÿþòüñÿ íå ò³ëüêè ðåñóðñíèì ïîòåíö³àëîì, àëå é ñïåöèô³÷ íèìè ïðîáëåìàìè ðîçâèòêó, â òîìó ÷èñë³ îñîáëè âîñòÿìè òðóäîâî¿ ä³ÿëüíîñò³ [9, ñ. 159]. Öå ö³ëêîì êîðåëþº ç áà÷åííÿì Âàæèíñüêîãî Ô.À., à òàêîæ â³äïîâ³äຠîäíîìó ç àñïåêò³â çàñòîñóâàííÿ áðåíäèíãó â àãðàðí³é ñôåð³ – êîðåêòíîãî âèáîðó îá’ºêòó äëÿ ñòâîðåííÿ òåðèòîð³àëüíîãî áðåíäó, ùî ãîëîâóâàòèìå â ñèñòåì³ âñ³õ ôîðì áðåíäó òà âèêîíóâàòèìå ï³äòðèìóþ÷ó, ³íòåãðóþ÷ó ôóíêö³þ. Íåâèð³øåí³ ðàí³øå ÷àñòèíè çàãàëüíî¿ ïðîáëåìè. Ïîïðè òå, ùî áðåíäóâàííÿ òðàäèö³éíî ðîçãëÿäàºòüñÿ ÿê òî÷êîâèé ìàðêåòèíãîâèé ³íñòðóìåíò äëÿ ïðîñóâàííÿ òîâàð³â, ï³äïðèºìñòâ, òåðèòîð³é, ïîä³é, îñîáèñòîñòåé, ó öüîìó äîñë³äæåíí³ âïåðøå çàïðîïîíîâàíî éîãî êîìïëåêñíå çàñòîñóâàííÿ ÿê ³íòåãðîâàíî¿ ìîäåë³ óïðàâë³ííÿ àãðîïðîºêòàìè, ùî äîçâîëÿº ñèíõðîí³çóâàòè ñòðàòåã³÷íå ïëàíóâàííÿ, åêîíîì³÷íèé ðîçâèòîê, ñîö³àëüíó çãóðòîâàí³ñòü òà åêîëîã³÷íó ñò³éê³ñòü äëÿ ôîðìóâàííÿ êîíêóðåíòîñïðîìîæíî¿ òà ³íâåñòèö³éíî ïðèâàáëèâî¿ àãðàðíî¿ ñôåðè Óêðà¿íè. Ìåòà äîñë³äæåííÿ ïîëÿãຠó ðîçðîáö³ ìîäåë³ êîìïëåêñíîãî áðåíäèíãó â àãðàðí³é ñôåð³ ÿê ñòðàòåã³÷íîãî ôîðìàòó ï³äâèùåííÿ ¿¿ ³íâåñòèö³éíî¿ ïðèâàáëèâîñò³, êîíêóðåíòîñïðîìîæíîñò³ òà ñîö³àëüíî–åêîíîì³÷íî¿ ñò³éêîñò³. ³äïîâ³äíî äî ìåòè ïîñòàâëåí³ íàñòóïí³ çàâäàííÿ: 1 Âèçíà÷èòè òåîðåòèêî–ìåòîäîëîã³÷í³ îñíîâè áðåíäèíãó â àãðàðíî¿ ñôåðè òà éîãî êëþ÷îâó ðîëü ó ¿¿ êîìïëåêñíîìó ðîçâèòêó. 2. Âèçíà÷èòè êëþ÷îâ³ ÷èííèêè óñï³øíîãî âïðîâàäæåííÿ áðåíäèíãó ó ñòðóêòóðó àãðàðíèõ ïðîºêò³â òà ìåõàí³çìè éîãî àäàïòàö³¿ äî óêðà¿íñüêèõ ðåàë³é. 3. ³çóàë³çóâàòè ìîäåëü êîìïëåêñíîãî áðåíäèíãó â àãðàðí³é ñôåð³ ÿê ñòðàòåã³÷íîãî ôîðìàòó ï³äâèùåííÿ ¿¿ ³íâåñòèö³éíî¿ ïðèâàáëèâîñò³, ñîö³àëüíî– åêîíîì³÷íî¿ ñò³éêîñò³ òà êîíêóðåíòîñïðîìîæíîñò³. 4. Çàïðîïîíóâàòè ñòðàòåã³÷í³ ðåêîìåíäàö³¿ ùîäî åôåêòèâíîãî óïðàâë³ííÿ ñèñòåìîþ áðåíä³â â àãðàðí³é ñôåð³ äëÿ çàáåçïå÷åííÿ ¿¿ ñòàëîãî ðîçâèòêó. Âèêëàäåííÿ îñíîâíîãî ìàòåð³àëó äîñë³äæåííÿ. Ó ñó÷àñíèõ óìîâàõ ðîçâèòêó àãðàðíî¿ ñôåðè, ùî ïåðåáóâຠï³ä âïëèâîì ãëîáàëüíèõ åêîíîì³÷íèõ çì³í, åêîëîã³÷íèõ âèêëèê³â òà òðàíñôîðìàö³¿ ñîö³àëüíî–äåìîãðàô³÷íèõ ïðîöåñ³â, áðåíäèíã íàáóâຠçíà÷åííÿ ÿê ñòðàòåã³÷íèé ìåõàí³çì êîìïëåêñíîãî óïðàâë³ííÿ àãðîïðîºêòàìè. Òðàäèö³éíèé ï³äõ³ä äî áðåíäóâàííÿ â àãðîñôåð³ çäåá³ëüøîãî îð³ºíòîâàíèé íà òî÷êîâ³ ð³øåííÿ – ïðîñóâàííÿ îêðåìèõ ïðîäóêò³â, ï³äïðèºìñòâ ÷è ðåã³îí³â – áåç ³íòåãðàö³¿ ó øèðøó ñèñòåìó åêîíîì³÷íèõ, óïðàâë³íñüêèõ òà ñîö³àëüíèõ ïðîöåñ³â. Íàòîì³ñòü êîìïëåêñíèé áðåíäèíã àãðàðíî¿ ñôåðè ïåðåäáà÷ຠñèíåðã³þ ìàðêåòèíãîâèõ, óïðàâë³íñüêèõ òà òåðèòîð³àëüíèõ ñòðàòåã³é, ùî ñïðèÿº çàëó÷åííþ ³íâåñòèö³é, ï³äâèùåííþ êîíêóðåíòîñïðîìîæíîñò³ àãðîïðîºêò³â, ïîêðàùåííþ ñîö³àëüíî–åêîíîì³÷íîãî ñåðåäîâèùà ñ³ëüñüêèõ òåðèòîð³é òà ôîðìóâàííþ ñò³éêî¿ ìîäåë³ ðîçâèòêó â ºäèíó ñòðàòåã³÷íó ïëàòôîðìó äëÿ åôåêòèâíîãî ôóíêö³îíóâàííÿ àãðîñôåðè. Çàñòîñóâàííÿ áðåíäèíãó â àãðàðí³é ñôåð³ ðîçãëÿäàºòüñÿ ÿê ôîðìàò êîìïëåêñíîãî ïðîºêòíîãî óïðàâë³ííÿ ðîçâèòêîì ÿê àãðàðíîãî âèðîáíèöòâà, òàê ³ ñ³ëüñüêèõ òåðèòîð³é â êîíòåêñò³ äâîõâåêòîðíî¿ ìîäåë³ ³ííîâàö³éíîãî ðîçâèòêó àãðàðíî¿ ñôåðè. Áðåíäèíã àãðàðíî¿ ñôåðè ´ðóíòóºòüñÿ íà ì³æäèñöèïë³íàðíîìó ïîºäíàíí³ åêîíîì³÷íèõ, ñîö³îëîã³÷íèõ, óïðàâë³íñüêèõ òà ìàðêåòèíãîâèõ ï³äõîä³â, ùî ôîðìóþòü ñòðàòåã³÷íó ³äåíòè÷í³ñòü àãðîñåêòîðó òà ñ³ëüñüêèõ òåðèòîð³é. ³í ìຠêîìïëåêñíèé õàðàêòåð, îñê³ëüêè âêëþ÷ຠíå ëèøå ³ì³äæ àãðàðíî¿ ïðîäóêö³¿ òà ï³äïðèºìñòâ, à é ïðîñòîðîâ³, ñîö³àëüí³ òà ³íâåñòèö³éí³ àñïåêòè ñ³ëüñüêèõ òåðèòîð³é, ¿õíº ïîçèö³îíóâàííÿ íà âíóòð³øíüîìó òà ãëîáàëüíîìó ðèíêó. Áðåíäèíã ÿê ôîðìàò êîìïëåêñíîãî ïðîºêòíîãî óïðàâë³ííÿ ðîçâèòêîì àãðàðíî¿ ñôåðè âäàëî â³äïîâ³äຠâèêëèêàì òà ïîòðåáàì äâîâåêòîðíî¿ ìîäåë³ ³ííîâàö³éíîãî ðîçâèòêó àãðàðíî¿ ñôåðè [4]. Àâòîðîì òåðèòîð³àëüíîãî áðåíäèíãó º Ñàéìîí Àíõîëüò, ÿêèé ðîçãëÿäຠòåðèòî𳿠ÿê ³íâåñòèö³éíî òà ñîö³àëüíî çíà÷óù³ ïðîñòîðè, ÿê³ ôîðìóþòü âëàñíó ³äåíòè÷í³ñòü ÷åðåç áðåíä òà çàïî÷àòêóâàâ ðåéòèíã áðåíä³â êðà¿í [20]. Êîíöåïö³ÿ êîðïîðàòèâíîãî áðåíäóâàííÿ àêöåíòóº óâàãó íà ñòâîðåíí³ ñèëüíîãî ³ì³äæó àãðîï³äïðèºìñòâ, êîîïåðàòèâ³â,
ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² 51 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww ³íøèõ þðèäè÷íèõ îñ³á íà ñ³ëüñüêèõ òåðèòîð³ÿõ äëÿ ï³äâèùåííÿ ¿õíüî¿ êîíêóðåíòîñïðîìîæíîñò³. Òåîð³ÿ ñîö³àëüíîãî êàï³òàëó (Ï’ºð Áóðäüº âïåðøå ââ³â öå ïîíÿòòÿ; Äæåéìñ Êîóëìåí ðîçãëÿäàâ ñîö³àëüíèé êàï³òàë ÿê ôàêòîð, ùî ñïðèÿº åôåêòèâíîñò³ êîëåêòèâíèõ ä³é; Ðîáåðò Ïàòíåì äîñë³äæóâàâ ñîö³àëüíèé êàï³òàë â êîíòåêñò³ ãðîìàäñüêî¿ àêòèâíîñò³ òà äåìîêðàòè÷íîãî ðîçâèòêó) ïîÿñíþº ðîëü ãðîìàäñüêèõ ³í³ö³àòèâ òà êîìóí³êàö³¿ ó ôîðìóâàíí³ ïîçèòèâíîãî ñïðèéíÿòòÿ àãðàðíèõ ðåã³îí³â. Ñòðàòåã³÷íèé ìàðêåòèíã Ô. Êîòëåðà º óí³âåðñàëüíèì ³íñòðóìåíòîì, ÿêèé ç âðàõóâàííÿì ñïåöèô³êè àãðîñåêòîðó ñïðèÿº âñòàíîâëåííþ ì³öíîãî çâ’ÿçêó ì³æ áðåíäìè òà åêîíîì³÷íîþ åôåêòèâí³ñòþ àãðàðíîãî âèðîáíèöòâà [3]. Åêîëîã³÷íèé áðåíäèíã ñïðÿìîâàíèé íà ôîðìóâàííÿ ñòàëîãî ³ì³äæó àãðîñåêòîðó ÷åðåç ï³äòðèìêó åêî–ñòàíäàðò³â [6]. Áðåíäèíã â àãðàðí³é ñôåð³ ðåàë³çóºòüñÿ ÷åðåç ïîºäíàííÿ êëàñè÷íèõ ìàðêåòèíãîâèõ ìåòîäèê òà ñó÷àñíèõ ï³äõîä³â äî òåðèòîð³àëüíîãî óïðàâë³ííÿ òà ñïèðàºòüñÿ íà ïðèíöèïè, ùî ïðåäñòàâëåí³ ó òàáë. 1: Ñåðåä ìåòîä³â äîñë³äæåííÿ òà âïðîâàäæåííÿ áðåíäèíãó â àãðàðí³é ñôåð³ âàðòî çãàäàòè SWOT–àíàë³ç – âèçíà÷åííÿ ñèëüíèõ ³ ñëàáêèõ ñòîð³í áðåíä³â âñ³õ ôîðì; êîìïëåêñíå ñîö³îëîã³÷- íå îïèòóâàííÿ äëÿ îö³íêè ñïðèéíÿòòÿ áðåíäó ñåðåä ñ³ëüñüêîãî íàñåëåííÿ, îðãàí³â ì³ñöåâî¿ âëàäè òà á³çíåñó; ðîçðîáêó åôåêòèâíèõ ñòðàòåã³é äëÿ áðåíäèíãó àãðàðíèõ òåðèòîð³é; ìîäåëþâàííÿ òà âèá³ð îïòèìàëüíî¿ àðõ³òåêòóðè áðåíäó [10]; îö³íêó âàðòîñò³ áðåíä³â ð³çíèìè ìåòîäàìè [11]; åêîíîì³÷íèé ïðîãíîç ÷åðåç îö³íêà âïëèâó áðåíäó íà ³íâåñòèö³¿ òà ðîçâèòîê àãðîñåêòîðó. Áðåíäèíã â³ä³ãðຠêëþ÷îâó ðîëü ó êîìïëåêñíîìó ðîçâèòêó àãðàðíî¿ ñôåðè, ùî â³äîáðàæàºòüñÿ íà çì³öíåíí³ åêîíîì³÷íî¿ ïîçèö³¿ àãðàðíîãî ñåêòîðó ÷åðåç ï³äâèùåííÿ êîíêóðåíòîñïðîìîæíîñò³ ïðîäóêö³¿, ï³äïðèºìñòâ òà ñóòòºâîìó ïîêðàùåíí³ ñîö³àëüíî–åêîíîì³÷íèõ óìîâ ïðîæèâàííÿ íà ñ³ëüñüêèõ òåðèòîð³ÿõ; íà ñòâîðåíí³ ïîçèòèâíîãî ³ì³äæó ñ³ëüñüêèõ òåðèòîð³é, ùî ñïðèÿº çàëó÷åííþ ³íâåñòèö³é, ðîçâèòêó àãðîòóðèçìó òà ³íôðàñòðóêòóðè; íà ï³äâèùåíí³ ñîö³àëüíî¿ çãóðòîâàíîñò³ ÷åðåç îá’ºäíàííÿ ì³ñöåâèõ ãðîìàä íàâêîëî êîíöåïö³¿ ðîçâèòêó òåðèòîð³¿; íà ðîçâèòêó ì³æíàðîäíî¿ ³íòåãðàö³¿ ÷åðåç ïðîñóâàííÿ óêðà¿íñüêèõ áðåíä³â àãðàðíî¿ ñôåðè, ïåðø çà âñå, òîâàð³â òà ïîñëóã, íà ñâ³òîâîìó ðèíêó; íà çàáåçïå÷åííÿ óìîâ ñòàëîãî ðîçâèòêó, ÿê áàëàíñó ì³æ åêîíîì³÷- íèìè ³íòåðåñàìè, åêîëîã³÷íèìè ñòàíäàðòàìè òà ñîö³àëüíèìè àñïåêòàìè. Ñåðåä ÷èííèê³â óñï³øíîãî âïðîâàäæåííÿ áðåíäèíãó ó ñòðóêòóðó àãðàðíèõ ïðîºêò³â âèîêðåìèìî êëþ÷îâ³ (åêîíîì³÷í³, ñîö³àëüí³ òà êóëüòóðí³, åêîëîã³÷í³ òà òåõíîëîã³÷í³, êîìóí³êàö³éí³ òà óïðàâë³íñüê³), ùî ïðåäñòàâëåí³ íà ðèñ. 1: Äåòàë³çóºìî êîæíèé ç ÷èííèê³â, ùî íà ðèñ.1. Ñåðåä åêîíîì³÷íèõ ÷èííèê³â êëþ÷îâèìè ââàæàºìî: ³íâåñòèö³éíó ïðèâàáëèâ³ñòü, ÿêà ñïðèÿº çàëó÷åííþ ô³íàíñóâàííÿ òà ïàðòíåðñüêèõ ïðîºêò³â; êîíêóðåíòîñïðîìîæí³ñòü ïðîäóêö³¿ òà ïîñëóã, ï³äïðèºìñòâ, ÿê îïòèìàëüíî ïîçèö³îíîâàíèõ òà óí³êàëüíèõ äëÿ âíóòð³øíüîãî òà çîâí³øíüîãî ðèíê³â; àãðîïðîìèñëîâ³ êëàñòåðè, ùî ³íòåãðóþòü áðåíäè â êîìïëåêñíó åêîñèñòåìó àãðîñôåðè, ùî îá’ºäíóº âèðîáíèê³â, ïåðåðîáí³ ï³äïðèºìñòâà òà ëîã³ñòè÷í³ ïëàòôîðìè òîùî. Ñåðåä ñîö³àëüíèõ òà êóëüòóðíèõ ÷èííèê³â äî êëþ÷îâèõ â³äíîñèìî: ³äåíòè÷í³ñòü ñ³ëüñüêèõ òåðèòîð³é (ôîðìóâàííÿ áðåíäó ãðîìàäè ÷åðåç ëîêàëüíó êóëüòóðó, òðàäèö³¿ òà ãàñòðîíîì³÷íó ñïàäùèíó); ãðîìàäñüêó ï³äòðèìêó (çàëó÷åííÿ ì³ñöåâîãî íàñåëåííÿ äî ðîçâèòêó òåðèòîð³àëüíîãî áðåíäó äëÿ ï³äâè¹ Ïðèíöèï Çì³ñò ïðèíöèïó 1 Ñèñòåìíèé ï³äõ³ä Áðåíäèíã ìຠ³íòåãðóâàòè âñ³ ñêëàäîâ³ àãðàðíî¿ ñôåðè: ïðîäóêö³þ, ïîñëóãè, ïî䳿, ï³äïðèºìñòâà, ãðîìàäè, ðåã³îíè. 2 Êîìïëåêñí³ñòü Áðåíäèíã ìຠâðàõóâàòè åêîíîì³÷í³, ñîö³àëüí³, åêîëîã³÷í³, êóëüòóðí³ àñïåêòè ó ôîðìóâàíí³ áðåíä³â â àãðàðí³é ñôåð³. 3 Ãíó÷ê³ñòü Áðåíä àäàïòóº ñòðàòå㳿 ôîðìóâàííÿ âñ³õ ôîðì áðåíäó òà ¿õ ïðîñóâàííÿ äî ð³çíèõ òåðèòîð³àëüíèõ òà åêîíîì³÷íèõ óìîâ. 4 ²ííîâàö³éí³ñòü Âèêîðèñòàííÿ Big Data, GIS–òåõíîëîã³é, ³íøèõ ³ííîâàö³é â àãðàðí³é ñôåð³ òà ñîö³îëîã³÷íèõ äîñë³äæåíü ñïðîùóþòü ðîçðîáêó òà ïðîñóâàííÿ ð³øåíü ïî ôîðìóâàííþ òà ïðîñóâàííþ êîìïëåêñíîãî áðåäó â àãðàðí³é ñôåð³. 5 Êîìóí³êàòèâí³ñòü Ñòâîðåííÿ ì³öíîãî çâ’ÿçêó ì³æ ëîêàëüíèìè ãðîìàäàìè, á³çíåñîì òà ñïîæèâà÷àìè ÷åðåç áðåíä. Òàáëèöÿ 1. Îñíîâí³ ìåòîäîëîã³÷í³ ïðèíöèïè áðåíäèíãó àãðàðíî¿ ñôåðè Äæåðåëî: çàïðîïîíîâàíî àâòîðîì
52 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww ùåííÿ ð³âíÿ ñîö³àëüíî¿ çãóðòîâàíîñò³); ðîçâèòîê àãðîòóðèçìó äëÿ ïîïóëÿðèçàö³¿ ôåðìåðñüêèõ ãîñïîäàðñòâ, åêîòóðèçìó òà ëîêàëüíèõ ³í³ö³àòèâ. Äî ãðóïè åêîëîã³÷íèõ òà òåõíîëîã³÷íèõ ÷èííèê³â íàëåæàòü: ñòàëèé ðîçâèòîê, ùî âèìàãຠâ³ä áðåíä³â ñ³ëüñüêî¿ òåðèòîð³¿, òîâàð³â òà ïîñëóã â³äïîâ³äàòè åêîëîã³÷íèì ñòàíäàðòàì, îùàäëèâî âèêîðèñòîâóâàòè ïðèðîäí³ ðåñóðñè, â òîìó ÷èñë³ ï³äòðèìóâàòè ÿê³ñòü ðîäþ÷îãî øàðó çåìë³, òà çåëåíèõ òåõíîëîã³é; ³ííîâàö³éí³ ð³øåííÿ (âèêîðèñòàííÿ öèôðîâèõ òåõíîëîã³é ó áðåíäóâàíí³, âêëþ÷àþ÷è áëîê÷åéí äëÿ êîíòðîëþ ÿêîñò³ ïðîäóêö³¿, GIS–òåõíîëî㳿 äëÿ îïòèì³çàö³¿ çåìåëüíîãî âèêîðèñòàííÿ òà ³íøèõ ³ííîâàö³é); åêîëîã³÷íèé ìàðêåòèíã (âêëþ÷åííÿ ó áðåíäèíã àãðàðíî¿ ñôåðè êîíöåïö³¿ îðãàí³÷íîãî âèðîáíèöòâà, çìåíøåííÿ øê³äëèâîãî âïëèâó íà äîâê³ëëÿ). Êîìóí³êàö³éí³ òà óïðàâë³íñüê³ ÷èííèêè – öå, ïåðø çà âñå, ñòðàòåã³÷íå ïîçèö³îíóâàííÿ (çðîçóì³ëà ì³ñ³ÿ, ÷³òê³ ö³ííîñò³, óí³êàëüí³ ïåðåâàãè ðåã³îíó, ïðîäóêö³¿ àáî àãðîïðîºêòó â ö³ëîìó); åôåêòèâíèé PR òà öèôðîâèé ìàðêåòèíã, ùî ñïðèÿþòü ïðîñóâàííþ áðåíä³â àãðàðíî¿ ñôåðè âñ³õ ôîðì – òåðèòîð³àëüíî¿, êîðïîðàòèâíî¿, êîìåðö³éíî¿, îðãàí³çàö³éíî¿ ÷åðåç ñîö³àëüí³ ìåðåæ³, ïàðòíåðñüê³ ïðîãðàìè, ì³æíàðîäí³ âèñòàâêè òîùî; äåðæàâíà ï³äòðèìêà, ùî ìຠ³íòåãðóâàòè àãðàðí³ ïðîºêò³â ó ñòðàòå㳿 íàö³îíàëüíîãî ðîçâèòêó àãðîñåêòîðó. Âèêîðèñòàííÿ áðåíäèíãó, ÿê ôîðìàòó êîìïëåêñíîãî ïðîºêòíîãî óïðàâë³ííÿ ³ííîâàö³éíèì ðîçâèòêîì àãðàðíî¿ ñôåðè, ïîâèííå ñïèðàòèñÿ íà ïåâí³ ìåõàí³çìè éîãî àäàïòàö³¿ äî óêðà¿íñüêèõ ðåàë³é. Ñåðåä òàêèõ ìåõàí³çì³â âàðòî çãàäàòè ðåã³îíàëüíó ñåãìåíòàö³þ ÷åðåç ðîçðîáêó ñòðàòåã³é ôîðìóâàííÿ òà ïðîñóâàííÿ áðåíä³â àãðàðíî¿ ñôåðè âñ³õ ôîðì ç óðàõóâàííÿì ñïåöèô³êè êîæíî¿ àãðàðíî¿ ëîêàö³¿ Óêðà¿íè (çîêðåìà, Êàðïàòè – åêî–ôåðìåðñòâî, ñòåïîâ³ çîíè – çåðíîâå âèðîáíèöòâî, Ïîë³ññÿ – îðãàí³÷í³ ïðîäóêòè); ³íòåãðàö³þ áðåíäèíãó ó äåðæàâíó ïîë³òèêó ÷åðåç ðîçðîáêó íàö³îíàëüíî¿ ñòðàòå㳿 ï³äòðèìêè àãðàðíèõ ïðîºêò³â; ñòâîðåííÿ ðåã³îíàëüíèõ áðåíä–àñîö³àö³é ÷åðåç ôîðìóâàííÿ îá’ºäíàíü âèðîáíèê³â, ÿê³ ïðîñóâàòèìóòü ñï³ëüí³ êîìåðö³éí³ áðåíäè íà çîâí³øí³õ ðèíêàõ; àäàïòàö³þ äî ì³æíàðîäíèõ ñòàíäàðò³â ÷åðåç ïðèâåäåííÿ áðåíä³â óêðà¿íñüêèõ àãðàðíèõ òåðèòîð³é äî íîðì òà ñòàíäàðò³â ªÑ òà ãëîáàëüíèõ åêîëîã³÷íèõ âèìîã; âïðîâàäæåííÿ îñâ³òí³õ ïðîãðàì ÷åðåç íàâ÷àííÿ àãðîá³çíåñó ìåòîäàì åôåêòèâíîãî áðåíäèíãó, ìåíåäæìåíòó òà óïðàâë³ííÿ êîíêóðåíòîñïðîìîæí³ñòþ. Ðîçóì³þ÷è òåîðåòèêî–ìåòîäîëîã³÷í³ îñíîâè áðåíäèíãó â àãðàðíî¿ ñôåðè, éîãî êëþ÷îâó ðîëü ó ¿¿ êîìïëåêñíîìó ðîçâèòêó òà, âðàõîâóþ÷è âïëèâ êëþ÷îâèõ ÷èííèê³â íà óñï³øíå âïðîâàäæåííÿ áðåíäèíãó ó ñòðóêòóðó àãðàðíèõ ïðîºêò³â, ìåõàí³çìè éîãî àäàïòàö³¿ äî óêðà¿íñüêèõ ðåàë³é, â³çóàë³çóºìî ìîäåëü çàñòîñóâàííÿ êîìïëåêñíîãî áðåíäèíãó â àãðàðí³é ñôåð³ ÿê ñòðàòåã³÷íîãî ôîðìàòó ï³äâèùåííÿ ¿¿ ³íâåñòèö³éíî¿ ïðèâàáëèÐèñóíîê 1. Êëþ÷îâ³ ÷èííèêè óñï³øíîãî âïðîâàäæåííÿ áðåíäèíãó ó ñòðóêòóðó àãðàðíèõ ïðîºêò³â Äæåðåëî:çàïðîïîíîâàíî àâòîðîì
ÅÊÎÍÎ̲×Ͳ ÏÐÎÁËÅÌÈ ÐÎÇÂÈÒÊÓ ÃÀËÓÇÅÉ ÒÀ ÂÈIJ ÅÊÎÍÎ̲×Íί IJßËÜÍÎÑÒ² 53 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww âîñò³, ñîö³àëüíî–åêîíîì³÷íî¿ ñò³éêîñò³ òà êîíêóðåíòîñïðîìîæíîñò³ â êîíòåêñò³ äâîâåêòîðíî¿ ìîäåë³ ³ííîâàö³éíîãî ðîçâèòêó àãðàðíî¿ ñôåðè Óêðà¿íè, ùî ïðåäñòàâëåíî íà ðèñ. 2: Ôóíêö³þ áàçîâîãî òà ï³äòðèìóþ÷îãî áðåíäó â ìîäåë³ êîìïëåêñíîãî çàñòîñóâàííÿ áðåíäèíãó â àãðàðí³é ñôåð³ ìຠâ³ä³ãðàâàòè òåðèòîð³àëüíèé áðåíä, îñê³ëüêè ñàìå â³í ôîðìóº ñòðàòåã³÷íó îñíîâó äëÿ ïîçèö³îíóâàííÿ ðåã³îíó íà âíóòð³øíüîìó òà çîâí³øíüîìó ðèíêàõ ÷åðåç ³äåíòèô³êàö³þ òåðèòî𳿠– âèçíà÷åííÿ óí³êàëüíèõ õàðàêòåðèñòèê, ùî ðîáëÿòü ðåã³îí ïðèâàáëèâèì äëÿ àãðîá³çíåñó, ³íâåñòîð³â, òóðèñò³â òà ì³ñöåâîãî íàñåëåííÿ. Ïîºäíàííÿ åêîíîì³÷íèõ, ïðèðîäíèõ, êóëüòóðíèõ òà ñîö³àëüíèõ îñîáëèâîñòåé ó ºäèíó ñòðàòåã³þ ïðîñóâàííÿ áðåíäó òåðèòî𳿠çàáåçïå÷óº ¿¿ êîìïëåêñíèé ôîðìàò òà åôåêòèâí³ ðåçóëüòàòè. Ôîðìóâàííÿ êîíêóðåíòíèõ ïåðåâàã òåðèòîð³àëüíîãî áðåíäó çàáåçïå÷óº â³äì³íí³ñòü ñ³ëüñüêî¿ ì³ñöåâîñò³ â³ä ³íøèõ ðåã³îí³â ÷åðåç ñïåöèô³êó ¿¿ àãðîïðîìèñëîâîãî ïîòåíö³àëó, òóðèñòè÷íèõ ìîæëèâîñòåé òà ñîö³àëüíî–åêîíîì³÷íî¿ ìîäåë³, à ï³äâèùåííÿ ³íâåñòèö³éíî¿ ïðèâàáëèâîñò³ ÷åðåç ñòâîðåííÿ ïîçèòèâíîãî îáðàçó ðåã³îíó ñïðèÿº çàëó÷åííþ ô³íàíñîâèõ ðåñóðñ³â äëÿ ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é. Òåðèòîð³àëüíèé áðåíä âèñòóïຠôàêòîðîì ðîçâèòêó ðåã³îíàëüíîãî àãðîïðîìèñëîâîãî ïîòåíö³àëó, ñïðèÿþ÷è ôîðìóâàííþ âçàºìîçâ’ÿçêó ì³æ á³çíåñîì, ãðîìàäîþ òà äåðæàâíèìè ñòðóêòóðàìè. Òåðèòîð³àëüíèé áðåíä íå ëèøå ôîðìóº îñíîâó áðåíäèíãó àãðàðíî¿ ñôåðè, â³í âçàºìî䳺 ç êîðïîðàòèâíèìè áðåíäàìè ï³äïðèºìñòâ, áðåíäàìè òîâàð³â òà ïîñëóã, çàáåçïå÷óþ÷è ¿õ ñòàë³ñòü, âï³çíàâàí³ñòü òà äîâ³ðó äî íèõ. Êîìïàí³¿ âèêîðèñòîâóþòü òåðèòîð³àëüíèé áðåíä ÿê ÷àñòèíó ñâ ³äåíòè÷íîñò³, ùî äîäຠàâòåíòè÷íîñò³ òà ö³ííîñò³ ïðîäóêö³¿. Ñèëüíèé áðåíä òåðèòî𳿠ñïðèÿº ï³äâèùåííþ ñòàòóñó àãðîï³äïðèºìñòâ, ÿê³ ïðàöþþòü ó öüîìó ðåã³îí³, ïîêðàùóþ÷è ¿õíþ ðåïóòàö³þ òà ìàðêåòèíãîâ³ ïîêàçíèêè òà çàãàëüíó êîíêóðåíòîñïðîìîæí³ñòü. Ïîºäíàííÿ áðåíäó ï³äïðèºìñòâà ç òåðèòîð³àëüíèì áðåíäîì äîïîìàãຠêîìïàí³ÿì âèã³äí³øå ïîçèö³îíóâàòè ñâîþ ïðîäóêö³þ íà ãëîáàëüíîìó ðèíêó. Òåðèòîð³àëüíèé áðåíä ñëóãóº ãàðàíòîì ÿêîñò³, çàáåçïå÷óþ÷è àñîö³àö³þ ïðîäóêö³¿ ç ðåã³îíîì ¿¿ ïîõîäæåííÿ (çîêðåìà, «Çàêàðïàòñüêèé ìåä», «Ãàëèöüêèé ñèð», «Êàðïàòñüê³ ñèðè). Ñèëüíèé òåðèòîð³àëüíèé Ðèñóíîê 2. Ìîäåëü êîìïëåêñíîãî çàñòîñóâàííÿ áðåíäèíãó â àãðàðí³é ñôåð³ Äæåðåëî: ñêëàäåíî àâòîðîì
54 ´ÎÐÌÓÂÀÍÍßÐÈÍÊÎÂÈÕÂÄÍÎÑÈͳÊÐÀÍww Òàáëèöÿ 2. Ñòðàòåã³÷í³ ðåêîìåíäàö³¿ ùîäî åôåêòèâíîãî óïðàâë³ííÿ ñèñòåìîþ áðåíä³â â àãðàðí³é ñôåð³ äëÿ çàáåçïå÷åííÿ ¿¿ ñòàëîãî ðîçâèòêó ¹Íàïðÿì ùîäî îðãàí³çàö³¿ åôåêòèâíîãî óïðàâë³ííÿ ñèñòåìîþ áðåíä³â Ðåêîìåíäàö³ÿ Çì³ñò 1 Ôîðìóâàííÿ ºäèíî¿ ñòðàòå㳿 áðåíäèíãó â àãðàðí³é ñôåð³ 1.1. Ðîçðîáèòè íàö³îíàëüíó êîíöåïö³þ êîìïëåêñíîãî ïðîºêòíîãî óïðàâë³ííÿ áðåíäàìè â àãðàðí³é ñôåð³ Çàáåçïå÷åííÿ ³íòåãðàö³éíîãî ïîçèö³îíóâàííÿ óêðà¿íñüêîãî àãðîñåêòîðó òà ñ³ëüñüêèõ òåðèòîð³é, ùî âðàõîâóº ñâ³òîâ³ åêîëîã³÷í³ ñòàíäàðòè, ³ííîâàö³éí³ òåõíîëî㳿 òà íàéêðàù³ ïðàêòèêè ïðîºêòíîãî óïðàâë³ííÿ. 1.2. ²íòåãðóâàòè ñèñòåìó áðåíä³â àãðàðíî¿ ñôåðè â äåðæàâíó ïîë³òèêó Áðåíäèíã ìຠñòàòè ÷àñòèíîþ äîâãîñòðîêîâèõ ñòðàòåã³é ðîçâèòêó ñ³ëüñüêèõ òåðèòîð³é, àãðîïðîìèñëîâîñò³ òà åêñïîðòó. 1.3. Âïðîâàäèòè ïðîöåäóðó ñåðòèô³êàö³¿ âñ³õ ôîðì áðåíä³â â àãðàðí³é ñôåð³ Ôîðìóâàííÿ ëîêàëüíèõ àñîö³àö³é (ïëàòôîðì) óïðàâë³ííÿ ñèñòåìîþ áðåíä³â äëÿ ð³çíèõ ðåã³îí³â, ÿê³ âðàõîâóþòü ñïåöèô³êó àãðîâèðîáíèöòâà. 2 Åôåêòèâíå óïðàâë³ííÿ ñèñòåìîþ âñ³õ ôîðì áðåíä³â â àãðàðí³é ñôåð³ 2.1. Ñòâîðèòè òåðèòîð³àëüíèé áðåíä Ïîçèö³îíóâàííÿ ñ³ëüñüêèõ ðåã³îí³â ÿê ³íâåñòèö³éíî ïðèâàáëèâèõ öåíòð³â äëÿ ðîçâèòêó àãðîá³çíåñó, àãðîòóðèçìó òà ïðîæèâàííÿ. 2.2. Ñòâîðèòè êîðïîðàòèâí³ áðåíäè Ðîçâèòîê ñèñòåìè áðåíä³â ôåðìåðñüêèõ ãîñïîäàðñòâ, êîîïåðàòèâ³â òà àãðîï³äïðèºìñòâ äëÿ ï³äâèùåííÿ ¿õíüî¿ êîíêóðåíòîñïðîìîæíîñò³ íà ðèíêó. 2.3. Ñòâîðèòè êîìåðö³éí³ áðåíäè Ïðîñóâàííÿ îðãàí³÷íî¿, í³øåâî¿, êðàôòîâî¿ âèñîêîÿê³ñíî¿ óêðà- ¿íñüêî¿ àãðîïðîäóêö³¿ òà ïîñëóã ÷åðåç ðåêëàìó, â ò.÷. ó ñîö³àëüíèõ ìåðåæàõ, ì³æíàðîäí³ âèñòàâêè, PR. 2.4. Ñòâîðèòè îðãàí³çàö³éí³ áðåíäè Áðåíäóâàííÿ îðãàí³â ì³ñöåâî¿ âëàäè äëÿ ï³äâèùåííÿ ÿêîñò³ íàäàíèõ äåðæàâíèõ ïîñëóã òà åôåêòèâíîãî óïðàâë³ííÿ ì³ñöåâèìè áþäæåòàìè. 2.5. Ñòâîðèòè ³íôîðìàö³éí³ áðåíäè Ñòâîðåííÿ áðåíä³â ì³ñöåâî¿ ñîö³àëüíî¿ ìåðåæ³, ñàéòó ãðîìàäè. 3Âèêîðèñòàííÿ ñó÷àñíèõ ìàðêåòèíãîâèõ ³íñòðóìåíò³â 3.1. Âèêîðèñòàííÿ öèôðîâîãî ìàðêåòèíãó Àêòèâíå ïðîñóâàííÿ ñèñòåìè âñ³õ ôîðì áðåíä³â àãðàðíî¿ ñôåðè ÷åðåç ñîö³àëüí³ ìåðåæ³, ïëàòôîðìè B2B, åëåêòðîííó êîìåðö³þ òîùî. 3.2. Âèêîðèñòàííÿ ³íòåðàêòèâíèõ òåõíîëîã³é Çàñòîñóâàííÿ áëîê÷åéí–ð³øåíü äëÿ ïåðåâ³ðêè ÿêîñò³ ïðîäóêö³¿, âèêîðèñòàííÿ GIS–àíàë³òèêè äëÿ áðåíäóâàííÿ òåðèòîð³é òà àãðî³íâåñòèö³é. 3.3. Âèêîðèñòàííÿ åêîëîã³÷íîãî áðåíäèíãó Àêöåíò íà ñòàëîìó ðîçâèòêó, ì³í³ì³çàö³¿ åêîëîã³÷íîãî ñë³äó òà ï³äòðèìö³ ïðèðîäíèõ ðåñóðñ³â ó ïðîñóâàíí³ áðåíäó. 4 Çàëó÷åííÿ ïàðòíåðñòâ òà ì³æíàðîäíî¿ ñï³âïðàö³ 4.1. Çàáåçïå÷èòè äåðæàâíó ï³äòðèìêó òà ì³æíàðîäí³ ãðàíòè Ðîçâèòîê áðåíäèíãó â àãðàðí³é ñôåð³ ÷åðåç ñòðàòåã³÷í³ ³íâåñòèö³éí³ ïðîºêòè òà ïàðòíåðñòâî ç ì³æíàðîäíèìè îðãàí³çàö³ÿìè. 4.2. Çàáåçïå÷èòè ñï³âïðàöþ á³çíåñó, íàóêè òà ì³ñöåâèõ ãðîìàä ²íòåãðàö³ÿ îñâ³òí³õ, äîñë³äíèöüêèõ òà ãðîìàäñüêèõ ïðîãðàì ó ñèñòåìó áðåíäóâàííÿ, äîðàä÷³ ïîñëóãè. 4.3. Çàáåçïå÷èòè ðîçâèòîê êîîïåðàö³¿ Îá’ºäíàííÿ âèðîáíèê³â, åêñïîðòåð³â òà ³íâåñòîð³â ó ñï³ëüí³ áðåíä– àñîö³àö³¿ äëÿ ï³äâèùåííÿ ãëîáàëüíî¿ âï³çíàâàíîñò³ óêðà¿íñüêî¿ àãðîïðîäóêö³¿. 5Îö³íêà åôåêòèâíîñò³ òà óäîñêîíàëåííÿ áðåíä–îð³ºíòîâàíî¿ ñòðàòå㳿 ðîçâèòêó 5.1. Àêòèâ³çóâàòè ìîí³òîðèíã òà àíàë³òèêó Ðåãóëÿðíèé àíàë³ç âïëèâó áðåíäèíãó íà åêîíîì³÷íèé ðîçâèòîê àãðàðíî¿ ñôåðè, ³íâåñòèö³éíèé ïîò³ê òà ñîö³àëüíó çãóðòîâàí³ñòü. 5.2. Àêòèâ³çóâàòè ãíó÷ê³ ñòðàòå㳿 Àäàïòàö³ÿ áðåíäèíãó äî ðèíêîâèõ çì³í, òåõíîëîã³÷íîãî ïðîãðåñó òà âèìîã ì³æíàðîäíèõ ñòàíäàðò³â 5.3. Àêòèâ³çóâàòè îñâ³òí³ ïðîãðàìè Íàâ÷àííÿ àãðàðíèõ ï³äïðèºìñòâ ìåòîäàì åôåêòèâíîãî áðåíäóâàííÿ äëÿ ïîñèëåííÿ ¿õíüî¿ êîíêóðåíòî–ñïðîìîæíîñò³ Äæåðåëî: çàïðîïîíîâàíî àâòîðîì