the Research objective
consists in perfection of planning of industrial and commercial activity of a communication statement by formation of effective supplying strategy (on an advertising strategy example). Object in view realisation assumes the decision of following problems: 1 Delimitation and features of industrial and commercial activity of communication statements. 2 The analysis of existing approaches to management of industrial and commercial activity of communication statements. 3 The analysis of depth of study of components of strategic planning as management element. 4 Working out of the general model of formation and estimation of efficiency of supplying strategy as element of planning of industrial and commercial activity of the communication statement, allowing to raise productivity of this activity. 5 Working out of private model of formation and estimation of efficiency of supplying strategy on an advertising strategy example, as less studied in a branch science. 6 Approbation of the received results and estimation of the practical importance of the developed technique. Methodological base of research. The methodological base of dissertational research are results and the submissions produced by a domestic and foreign science during working out of theories of strategic management of activity of the organisations. At fulfilment of dissertational work such methods, as the secondary analysis, room research, methods regressionnogo the analysis, economic-mathematical methods, a method of the analysis of hierarchies have been used. Scientific novelty of dissertational research consists in the following: 1 On the basis of the conducted analysis kategorijnogo the device it is offered to expand concept «industrial and commercial activity of a communication statement»: this activity includes not only processes of the analysis of the market, working out of services, user's service and granting of services to consumers and other processes considered in the modern literature, but also process of attraction of the consumer. 2 On the basis of the analysis of separate stages of process of strategic planning the model of formation of economic strategy of a communication statement by allocation of stages of formation of supplying strategy and programs of actions and the feedback resulting it allowing in time to correct initial installation - the organisation purposes has been added. 3 For an estimation of efficiency of the developed supplying strategy as criterion it is offered to use the organisation purposes (increase of a market value of the organisation); in work the model considering influence of factors, allocated with analysts, on organisation cost is generated. 4 On the basis of the analysis of existing approaches to strategic planning, characteristic the model of formation and an estimation of efficiency of supplying strategy of a communication statement in which stages are allocated is developed for all supplying strategy, and the stages specific to each private supplying strategy. 5 in the developed model the techniques used at following stages have been finished: - For the analysis of environment the model in which it is offered traditional for an estimation of business units and working out of investment strategy methods (matrix BKG, MakKinzi has been generated and others) to use for an estimation of "narrower" categories - directions of activity of the organisations (services of communication statements) by working out of all supplying strategy; - The technique of an estimation of competitiveness has been improved at the expense of formation of three-level hierarchical model of the interconnected consumer characteristics of service. The integrated rate of competitiveness is defined with allowance for significances of these indicators and their importance with use of a method of the analysis of hierarchies. On protection following positions are born: 1 Industrial and commercial activity of communication statements result simultaneously, process of industrial and commercial activity of communication statements should include process of attraction of consumers. 2 The general model of formation of strategy of the organisation which should include development cycles of supplying strategy and programs of actions, and also corresponding feedback. 3 The developed general model of formation and estimation of supplying strategy of a communication statement. 4 Results of approbation of the developed general model of formation and estimation of supplying strategy - private model of advertising supplying strategy of the operator of cellular communication of of Novosibirsk. The theoretical and practical importance of work. The methodical importance of dissertational research consists in perfection of approaches to planning of industrial and commercial activity of communication statements in the conditions of competitiveness growth in the telecommunication market. The received results have allowed to produce a technique of formation of supplying strategy with allowance for specificity of work of the communication statements, supplying achievement not only problems of directly strategy, but also obshchestrategicheskih the organisation purposes. Results of dissertational research can be used in teaching of a rate of management of the organisations. In the practical plan results of research can be used communication statements at activity planning, the analysis of results of work and development of directions of increase of efficiency. Work approbation. The basic ideas of dissertational research have been presented at the international scientifically-practical conference "Computer science and problems of telecommunications" (Novosibirsk, 2004). The basic components of the developed technique have been used for working out and check of efficiency of an advertising campaign of the operator of cellular communication of Joint-Stock Company "ССС-900". Volume and work structure: the dissertation consists of the introduction, three heads (10 paragraphs), the conclusion and appendices. Total amount of 167 pages. The list of the used sources includes more than 100 names. In chapter 1 the analysis of existing approaches to planning of industrial and commercial activity of communication statements is made; as a result of the analysis the directions requiring deeper study - formation of supplying strategy of operators are defined. In the second chapter the general model of formation and an estimation of supplying strategy of the communication statement which use allows to develop strategy in each of functional directions of activity of the organisation is developed and to make an estimation of efficiency of the developed strategy with allowance for long-term objectives and mission. On the basis of the general model of formatting and an estimation of supplying strategy the private model has been developed for formation and an estimation of advertising supplying strategy. In the third chapter approbation of the developed model on an example of the operator of cellular communication of of Novosibirsk is made. Results of approbation testify to possibility and expediency of application of the developed model in practice. In the conclusion researches are summed up, the basic conclusions and directions of development of a theme are allocated.
More on topic the Research objective:
- the Research objective.
- the Subject and a research objective
- 2.3. Illegal manufacturing, acquisition, storage and other actions with narcotics or psychotropic substances with a sales objective, and is equal their sale or without a sales objective
- § 2 Signs of the objective party
- § 2. The objective party lzhepredprinimatelstva
- § 4. The objective party of forgery
- §3. The objective party of extortion.
- the Principle of objective conscientiousness
- § 2. The objective party of crimes
- the Theory of objective estimations
- §1. Objective signs of act of terrorism
- objective signs of terrorism