INTERNET-MARKETING IN THE SYSTEM OF PROVIDING TELECOMMUNICATION ENTERPRISES INNOVATIVE DEVELOPMENT

Abstract

Conditions of functioning of telecommunication companies in the Ukrainian realities are considered, it is defined that for survival in the competitive market activity of these enterprises should be directed on process of innovative development. It is established that the telecommunication sphere plays a crucial role in the process of development of social and economic relations in all systems of economy functioning, since it is the telecommunication enterprises that ensure the penetration of high-tech information and telecommunication innovations in production, life activities, providing innovative development of enterprises, industries, economy as a whole. The ongoing transition to an information society has led to a growing demand for information and telecommunications services and, at the same time, to a growing number of enterprises engaged in the provision of such services. Characteristics of activity directions of the telecommunication companies and telecommunication services themselves are considered, on the basis of what the conclusion is drawn about sharp growth of a role of Internet-marketing which personifies the major direction of formation of innovative policy of the telecommunication enterprise. It is shown that achieving the required level of profitability and competitiveness of the enterprise requires the introduction of new marketing approaches to the promotion of telecommunications services in a competitive market, taking into account the achievements of scientific and technological progress, economic development and the desire to meet the ever-growing needs of consumers on terms beneficial to both the consumer and its provider. Under such conditions, telecommunications companies to maintain a competitive market position today, along with the expansion of the range of services and ensure their high quality should constantly introduce innovations, maximize the intellectuality of business processes, introduce new technologies in production and services.