guuvestВестник университетаVestnik Universiteta1816-42772686-8415State University of Management10.26425/1816-4277-2022-9-81-89guuvest-3809Research ArticleСТРАТЕГИИ И ИННОВАЦИИSTRATEGIES AND INNOVATIONSКатегориально-понятийный аппарат трансформации маркетинговых стратегий предприятий общественного питанияCategorical and concept apparatus for the transformation of catering enterprises’ marketing strategieshttps://orcid.org/0000-0003-0494-2647СедельниковВ. М.SedelnikovV. M.

мл. науч. сотр., Лаборатория моделирования пространственного развития территорий,

г. Екатеринбург

Junior Researcher, Laboratory of Modelling of Spatial Development of Territories,

Ekaterinburg

vms-1990@mail.ruИнститут экономики Уральского отделения Российской академии наукРоссияInstitute of Economics, Ural Branch of the Russian Academy of SciencesRussian Federation202231102022098189Copyright © Седельников В.М., 20222022Седельников В.М.Sedelnikov V.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.guu.ru/jour/article/view/3809

В статье представлены результаты исследования процессов трансформации маркетинговых стратегий предприятий общественного питания. Рассмотрены точки зрения отечественных и зарубежных ученых относительно дефиниций понятий «лояльность», «удовлетворенность» и «вовлеченность». Обосновано, что они взаимодополняют и взаимообуславливают друг друга. Выявлены основные подходы к трансформации маркетинговых стратегий (продуктово-ориентированный, клиентоориентированный и ценностно-ориентированный), отражена смена целевых установок в процессе формирования и реализации маркетинговых стратегий (от ориентации на продукт фирмы к направленности на взаимодействие с потребителями), что составляет научную новизну исследования. С позиции ценностно-ориентированного подхода уточнено понятие маркетинговой стратегии, как системы стратегических действий по развитию компании, имеющей своей целью формирование долгосрочных взаимоотношений с потребителями и повышение уровня их вовлеченности, удовлетворенности и лояльности на протяжении всего периода взаимодействия с потребителем (жизненного цикла клиента). В качестве направления дальнейших исследований обозначена оценка уровня влияния удовлетворенности, вовлеченности и лояльности на эффективность реализации маркетинговых стратегий предприятий общественного питания.

The article presents the results of a study of the transformation processes of catering enterprises’ marketing strategies. In particular, the study considers the views of domestic and foreign scholars concerning the definitions of the concepts of “loyalty”, “satisfaction” and “engagement”. It has been argued that they are complementary and mutually reinforcing. The main approaches to the marketing strategies transformation (product-oriented, customer-oriented and value-oriented) have been identified, the change of targets in the formation and implementation process of the marketing strategies (from focusing on the company’s product to focusing on interaction with consumers) has been reflected, and that constitutes in whole the scientific novelty of the study. From the standpoint of a value-oriented approach, the marketing strategy concept has been clarified as a system of strategic actions for the development of a company, which aims to form long-term relationships with consumers and increase their level of involvement, satisfaction and loyalty throughout the entire period of interaction with the consumer (customer life-time cycle). As a direction for further research, is indicated an assessment of the satisfaction, involvement and loyalty influence level on the implementation effectiveness of catering enterprises’ marketing strategies.

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The authors declare that there are no conflicts of interest present.