STATUS AND DEVELOPMENT PROSPECTS OF THE PRINTING INDUSTRY OF UKRAINE IN THE CONTEXT OF MARKETING
Abstract
The article examines the essence, history of development, and peculiarities of the publishing and printing industry. The state of the publishing and printing industry of Ukraine is analyzed. A study of the dynamics of the number of active business entities engaged in publishing and printing activities in Ukraine over the last decade was conducted and a negative trend towards the decrease of these enterprises was revealed. The need for continuous improvement, in particular, improving the quality of goods/services, expanding the assortment, effectively introducing the latest equipment and innovative technologies into one's activities in order to meet the needs of the consumer, is substantiated. The structure of active business entities engaged in publishing, in particular, specializing in publishing books, periodicals and engaged in other publishing activities, as well as printing activities, in particular, printing activities, duplication of recorded information, in 2021 was studied. The types of printing products of Ukraine are considered and characterized. The volume of services provided by Ukrainian enterprises engaged in printing and publishing activities (publishing books, periodicals and other publishing activities) in Ukraine over the past five years was analyzed. It was established that despite the dynamics of the decrease in the number of enterprises in the publishing and printing industry, the volumes of products (goods, services) sold by these economic entities maintain a positive trend, which indicates, first of all, that the interest in this type of products (goods, services) is constantly growing. The advantages of using marketing tools in printing are substantiated, both for client companies and for companies in the publishing and printing industry. A step-by-step approach to building an effective printing business using marketing tools is proposed. There are examples of successful use of printing services for business, from the point of view of implementing effective marketing activities. The attractiveness, expediency and prospects of polygraphy using marketing tools for business are substantiated.
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