Формування підсистеми управління взаємодією з клієнтами у збутовій агрологістиці аграрних підприємств

Abstract

Визначено проблематику формування підсистеми управління взаємодією з клієнтами як один із ключових чинників ефективної збутової агрологістики. На основі аналізу статистики реалізації продукції сільськогосподарських підприємств України оцінено тенденції зміни процесів збуту у період 2005–2015 рр. за основними групами сільськогосподарської продукції. Обґрунтовано необхідність орієнтації процесів продажу на потреби споживача та налагодження системи взаємовідносин із клієнтами як важелів, що надають підприєм- ствам додаткових переваг у конкурентному середовищі і знижують ризики недоотри- мання прибутків внаслідок недосконалої збутової агрологістики. Розроблено концепту- альну модель підсистеми управління відносинами з клієнтами на основі компонентів: управління контактами, взаємодія з клієнтами, часові затримки та сервісне обслугову- вання, підсистеми управління продажами.

The article deals with the problem of formation of subsystem customer relationship management as one of the key factors of effective marketing of agrilogistics. The article headlined the increase in sales as the main result of company’s profit and expand market share. One of the elements further advantage in market is targeting sales process to the needs of consumers and establishing a system of relationships with customers. It is analyzed the key elements for policies to minimize the full cost of the entire supply chain. In the article it was investigated the commodity structure of export of agricultural and food products from agricultural enterprises of Ukraine for 2005-2015. There was confirmed its significant export potential. Specifics of pricing for agricultural markets do not significantly increase the profits in proportion to the physical sales. It was confirmed the fact of the creation of oligopolistic market, which negatively reflected in pricing due to the influence of large customers. Based on statistical analysis of sales products of agricultural enterprises in Ukraine trends were evaluated in the sales process in the period from 2005 till 2015 years, by major groups of agricultural products. Much attention is given to sales which provides logistics management efficiency and distribution channels with marketing activities generates optimal level of producer-consumer interaction. Subsystem sales agrilogistics linked to the specificity of agricultural products. The main factors of influence can be defined: the seasonality of production, storage and specificity pricing. The necessity of targeting the sales process to the needs of the consumer and establishing a system of relationships with customers as levers that provide additional benefits to enterprises in a competitive environment and reduces the risk of a shortfall in revenue due to imperfect distribution agrilogistics. Solving basic problems in the management of the customer is within CRM-concept, which is the basis optimal process management sales, marketing and service function which purpose is to assess the growth of profitability. The manufacturer generates sales chains within their own logistics system taking into account the interests of the consumer, and the effectiveness of such actions depends on the completeness of customer satisfaction and how to interact with them. The conceptual model of management subsystem of customer relationship in agrilogistics of sales was described. It includes core modules: contact management, relationship management with existing clients, time management, service management and customer service. In the conceptual model of responsible decision making in dealing with clients in the chain: a meta-realization meansexpected results. The conceptual model of sales management has components: planning, organization, motivation and controlling sales. In the end the author wanted to headline the need to build a system of administration based on e-business and information technologies. It is noted that the most promising way of agrilogistics of sales subsystems have become industry marketing crops and livestock.