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Liburkina L. M.

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Integrating Information and Communication Technologies into the System of Improving the Quality of Cooperation between Companies and Consumers
Holovchuk Y. O., Serednytska L. P.

Holovchuk, Yuliia O., and Serednytska, Liudmyla P. (2020) “Integrating Information and Communication Technologies into the System of Improving the Quality of Cooperation between Companies and Consumers.” Business Inform 4:411–417.
https://doi.org/10.32983/2222-4459-2020-4-411-417

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

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UDC 330.34

Abstract:
The article analyzes features of the HoReCa segment (hospitality industry) and tendencies in the industry and global market in the era of digitalization influencing the implementation of strategic marketing solutions. The key aspects of establishment of targeted marketing and the current status of the HoReCa market are considered with allocating the features of portrait of the new consumer – millennials. The authors analyze the contemporary basic online communications in the hospitality industry aimed at attracting the attention of client. The element of scientific novelty in the publication is consideration of the HoReCa sphere, which creates new information trends, in terms of direct influence on the target audience. The publication parallels the needs of millennials willing to integrate information and communication technologies into life and the need for companies to develop more accurate marketing solutions based on the needs and desires of consumers. The necessity to use information and communication technologies, which can become the basis for designing an up-to-date and effective promotion plan for various market actors, is disclosed.

Keywords: HoReCa, digital marketing, hotel business, hospitality industry, digitalization, SMM, information and communication technologies.

Bibl.: 13.

Holovchuk Yuliia O. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing and Advertising, Vinnytsia Trade and Economic Institute of the State Trade and Economic University (87 Soborna Str., Vinnytsia, 21050, Ukraine)
Email: [email protected]
Serednytska Liudmyla P. – Senior Lecturer, Department of Marketing and Advertising, Vinnytsia Trade and Economic Institute of the State Trade and Economic University (87 Soborna Str., Vinnytsia, 21050, Ukraine)
Email: [email protected]

List of references in article

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