Продвижение экопродуктов в России методами адаптивного маркетинга

• 영문명: Promotion of eco-products by adaptive marketing methods in Russian Federation
• 발행기관: 충북대학교 러시아 알타이지역 연구소
• 저자명: Е.А. НоздренкоЕ.А. Хохлова
• 간행물 정보: 『러시아학』러시아학 제10호, 151~168쪽, 전체 18쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2014.02.28

영문 초록

At present time the problem of health protection is a priority for people. Proper nutrition is a major factor of healthy lifestyle. Therefore, the market presents a unique new eco-products segment. Since this segment of products on the market there, have marketing strategies for their implementation and promotion. In this study, in March 2013 conducted an expert survey aimed at identifying the main ideas in society, sources of information and the factors influencing the decision to transition to a healthy lifestyle and its relevance in the population. Identified a number of issues to the effective promotion of eco-products on the market. There are distrust to producers and doubt of buyers in real benefits of organic food. To obviate difficulties there marketing adaptation, which is carried out through a series of specially selected tools for every single product. Such tools are special events, tastings, consulting, corporate information publications and other tools. So, we can conclude that adaptive advertising marketing strategies are an essential tool in promoting a fundamentally new products and entering new emerging markets for consumers. Adaptive marketing is particularly effective in the case of promotion of specific product categories into new markets, and ecological products are a category of goods

목차

I. Введение

II. Основная часть

III. Выводы

키워드

마케팅 광고 적응 광고 전략 건강 생활양식 친환경 제품 촉진 소비자 동향 marketing advertisement adaptive advertising strategies healthy lifestyle eco-products promotion consumers behavior