Вітаємо в інституційному репозитарії Київського національного економічного університету імені Вадима Гетьмана!
З питань розміщення публікацій звертайтесь до Наукової бібліотеки ім. М. В. Довнар-Запольського КНЕУ ім. В. Гетьмана (кімната № 401, тел. +38 044 503 84 46) або на електронну адресу:
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Сучасні особливості заощаджень та інвестицій домогосподарств України
(Національний університет «Острозька академія», 2022-10-21) Корнєєв, Володимир Вікторович; Kornieiev, Volodymyr; Конончук, О. В.
Маркетинг в бізнес-діяльності підприємства на ринку B2B
(Київський національний економічний університет імені Вадима Гетьмана, 2026) Поцілуєнко, Вероніка Сергіївна; Potsiluienko, Veronika; Ларіна, Ярослава Степанівна
У роботі досліджено процес маркетингової діяльності ТОВ «АВТО СТАНДАРД УКРАЇНА» на ринку B2B. Проведено аналіз маркетингової діяльності підприємства та виявлено проблеми та можливості для розвитку. Розроблено та обґрунтовано практичні рекомендації щодо покращення цифрової присутності через використання таргетованої реклами та SMM-просування ексклюзивних брендів, підвищення ефективності маркетингової діяльності шляхом маркетингової автоматизації. Запропоновано впровадження підходу ABM та автоматизацію програми лояльності на основі RFM-сегментації для поліпшення взаємодії з клієнтами. Практична значущість роботи полягає у можливості використання запропонованих рішень для підвищення конкурентоспроможності підприємства та ефективності його маркетингової діяльності.
The thesis examines the process of marketing activities at LLC “AUTO STANDARD UKRAINE” in the B2B market. An analysis of the company's marketing activity was conducted, identifying problems and opportunities for development. Practical recommendations were developed and substantiated to improve the company’s digital presence through the use of targeted advertising and SMM promotion of exclusive brands, as well as to increase the effectiveness of marketing activities through marketing automation. The implementation of the ABM approach and the automation of a loyalty program based on RFM segmentation are proposed to enhance interaction with clients. The practical significance of the thesis lies in the potential application of the proposed solutions to increase the enterprise’s competitiveness and the efficiency of its marketing activities.
Functioning of the financial system of Ukraine in extreme conditions of martial law
(University of Finance Business and Entrepreneurship, 2022) Kornieiev, Volodymyr; Корнєєв, Володимир Вікторович
The study highlights the current features of the financial system of Ukraine. Description and justification of extreme conditions of martial law in the country is a general context for the presentation of the material. It is determined that currently the financial system of Ukraine operates in conditions of noncyclical stress caused by the war. Smoothing its features and fluctuations requires significant volumes and rapid external financing.
The consolidated actions of international financial organizations and countries in financing the defense and humanitarian budget needs of Ukraine are shown. It is emphasized that the Ukrainian financial system restart in wartime has become one of the main tasks of fiscal and monetary policy of the state to ensure financial and price stability.
Priority tasks for the country's financial system during the war have been identified. They are: attracting the necessary additional resources for macro-financial stabilization, maintaining the purchasing power of the national currency “hryvnia”, curbing inflation, strengthening regulated money circulation. The agreed joint action of the Government and the National Bank of Ukraine in resolving these problems is emphasized.
The changes in the financial sector of the economy functioning are shown in the analysis of activity of the Government of Ukraine, the Ministry of Finance and the National Bank of Ukraine in the context of: a) financing the army and defense needs; b) features of managing the public debt.
The growing role of the state in the periods of cataclysms and war is raised. It is emphasized that the financial authority of the state is the authority of the state budget. It is proved that the current consolidation of public financial management bodies is combined with the consolidation of society and government as a whole.
Post-war restructure of political and economic system of states is expected. Life safety and prudent financing the relevant costs will require reformatting previously familiar standards and institutions. Ukraine's role in the new format of international relations can be seen in the political, economic and military aspects.
Макроекономічні тенденції діджиталізації фінансового ринку
(Державний Науково-дослідний інститут інформатизації та моделювання економіки, 2022) Корнєєв, Володимир Вікторович; Kornieiev, Volodymyr; Ходжаян, А. О.; Khodzhaian, A.
The subject of the research is digitalization of the financial market and macroeconomic trends in the manifestation of digital transformations.
The purpose of the article is to study the features of digitalization of the financial market through the prism of macroeconomic trends in the manifestation of digital transformations.
The methodology of the work is a systematic method of knowledge, dialectical provisions of macroeconomics and the theory of financial science, the theory of transaction costs, money circulation and credit.
The following special methods are used: parts and the whole, analysis and synthesis, observation, comparison – when studying the development of digitalization processes, clarifying the ratio of domestic and international segments of the financial space; generalization, formalization – to determine the macroeconomic trends of digitalization in Ukraine and abroad, predicting the prospects of introducing digitalization into social and economic life.
The results of the work – the issues of prerequisites for implementation and conditions for the spread of digitization of the financial market were considered, the need to involve the population in digitalization as the main consumers of financial services was substantiated, the need to increase the digital literacy of the population as the basis of their competitiveness was emphasized. The macroeconomic trends of digitalization of the financial market are determined, its advantages and risks of implementation are shown. The development of digital currencies of central banks is revealed as the main instrumental trend of changes in the sphere of monetary circulation, when traditional fiat currencies acquire a digital form. Investing in cryptoassets is shown as a way of anti–inflationary preservation of household assets with significant aspects of speculation. The growing role of digital infrastructure for the development of financial technologies is revealed.
Conclusions. The new digital world is the prospects and possibility of economic life in the period of post–Covid and post–war instability. Digitalization allows you to keep your internal financial and psychological framework under control, makes people operationally independent in terms of the ability to manage their assets and time. It is the acceleration of digital transformations, the use of intelligent substitutes for simple work and services in all possible areas that can overcome social distancing and related «failures» in communication.
From a financial point of view, the use of the advantages of digitalization is more focused on the middle class – on those who have satisfied the first needs of life support. Therefore, digitalization is closely related to social policy and raising the standard of living of the population.
Just as at the end of the war of the last century, when the Bretton Woods financial system was launched in 1944 together with the IMF and the World Bank, the financial market is currently facing radical changes. Not long after the victory, «digital Bretton Woods» awaits us, not metaphorical, but real transformations. The new financial and economic world will become digital. Operationally and instrumentally more diversified. Accessible, self–responsible and mutually responsible.
The digital present and future is a strategic and at the same time constantly situational beacon. This is actually a choice of priorities and goals of civilization. What we strive for and how we modernize.
This choice is psychological, technological, investment, financial. What we invest in and what we invest
in. The difference in the means (tools) of work and life distinguishes today’s generations from their
predecessors, and shapes future social and economic relations.
Маркетингова діяльність промислового підприємства та шляхи її вдосконалення
(Київський національний економічний університет імені Вадима Гетьмана, 2026) Пруднікова, Вероніка Дмитрівна; Prudnikova, Veronika; Бучинська, Олена Вікторівна
Дослідження маркетингової діяльності ТОВ «БОРТЕК». Робота включає теоретичний аналіз маркетингової діяльності на промисловому ринку, оцінку фінансово-економічних показників підприємства та розробку рекомендацій. Запропоновані заходи спрямовані на вдосконалення комунікаційної політики та підвищення економічної ефективності діяльності підприємства.
Research of marketing activities of «BORTEK» LLC. The work includes a theoretical analysis of marketing activities in the industrial market, an assessment of the company's financial and economic indicators, and the development of recommendations. The proposed measures are aimed at improving the communication policy and increasing the economic efficiency of the enterprise,