Wei Yiyang (Graduate student, Belgorod State National Research University)
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The article is devoted to studying the peculiarities of transformation of the sales strategy of the enterprises in conditions of economic crisis. The relevance of this research topic due to the current recessionary conditions in the economy in General and tourism sector in particular, affect the activities of enterprises forced to adapt the sales policy under external economic conditions. The cyclical nature of the crisis requires sales policy of any enterprise of high dynamism and mobility, which actualizes the problem of development of a model sales policy, able to respond quickly to environmental conditions, irrespective of the sector of activity of the enterprise. The purpose of the article was to study and systematization of practical approaches to the transformation of the sales strategy of the enterprises on the example of the Russian tourism industry. The article presents the analysis of the essence of marketing policy of the enterprises as object of influence of the economic crisis, its role in ensuring the competitiveness of enterprises in crisis, the fundamental features of the crisis as an economic phenomenon accompanying the activities of enterprises around the world. On the example of the leading tourist companies in Russia are revealed and systematized practical approaches to transformation to marketing policy, they are shaped and conceptual aspects. Also, on the basis of the study developed a model of the transformation of the marketing policy of tourism companies that demonstrate the process in sequential stages. Summing up, the author makes a conclusion about the existence of universal aspects of the transformation of the marketing policy of tourism companies; at the same time, emphasizes the presence and personal decisions relating to uniform approaches to the transformation of sales policy from some travel companies.
Keywords:marketing policy, economic crisis, transformation, competitiveness, the impact of the crisis.
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Citation link:
Wei Y. Transformation of the sales policy of enterprises in the economic crisis // Современная наука: актуальные проблемы теории и практики. Серия: ЭКОНОМИКА и ПРАВО. -2017. -№03. -С. 11-16 |
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