Ukrainian cinema business development strategy: marketing aspect

Karabaza, Irina and Карабаза, Ірина Анатоліївна (2019) Ukrainian cinema business development strategy: marketing aspect. Торгівля і ринок України (1(45)). pp. 77-86. ISSN 2079-4762

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Abstract

Objective to substantiate the marketing measures for the promotion of cinema products to the market as part of the strategy of Ukrainian cinema business development. Methods. The research is based on the dialectical method of scientific knowledge, methods of scientific abstraction, analysis and synthesis (while substantiating the tactical marketing measures for the implementation of the strategy of the Ukrainian movie maker), systemic generalization (while summarizing the features of marketing strategy in foreign cinema business), benchmarking analysis (while implementing foreign experience of use of the means of moving in the Ukrainian cinema business), statistical analysis (while studying the condition and dynamics of the Ukrainian cinema products market indices) Results. In the article the tendencies of Ukrainian cinema business development have been identified. Taking advantage of the global experience of cinema products promotion to the world market, tactical marketing measures intended to implement the strategy of Ukrainian cinema business development have been proposed: use of co-production model along with partners from the EU countries, attracting the private investments and involve foreign partners in making movies in Ukraine and promoting the cinema products abroad; choosing a quality Ukrainian book product that can be the basis for the creation of the Ukrainian cinematic universe; conduction of a substantiated promotion campaign for visualizing the characters of the future movies among the target segment, creation of the toy business with focus on popular characters of the Ukrainian cinematic universe. The practical significance of the results obtained is the possibility of their use for the implementation of the future marketing strategy of the Ukrainian movie maker, contributing to improvement of Ukrainian cinema profitability and to effective promotion of domestic cinema products to the world market and improvement of the international image of Ukraine.

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