| Issue: | 2025 №4 (92) |
| Section: | Marketing |
| UDK: | 658.8: 346.7 621.3 |
| DOI: | https://doi.org/10.33271/ebdut/92.017 |
| Article language: | Ukrainian |
| Pages: | 17-26 |
| Title: | Formation of adaptive marketing strategic guidelines in the energy sector |
| Authors: | Zakharchenko Yu. V., Dnipro University of Technology,
Lagodiienko V. V., Odesa National University of Technology,
Priadko V. O., Dnipro University of Technology |
| Annotation: | Methods. The results were obtained by applying general and specific methods of scientific knowledge: a systemic approach – to analyze the challenges faced by the Ukrainian energy sector in the context of military aggression, and to determine the relationships between the processes of restoration, modernization and marketing strategies; theoretical generalization – to study the essence of adaptive methods of marketing strategies, the potential of digital technologies and the necessity of transitioning to a sustainable and decentralized energy system; comparison – to compare existing and develop new approaches to communication with international partners, as well as to substantiate marketing strategies for promoting «green» generations and digital services for various target audiences. Results. It was determined that the lack of clearly formed and adaptive marketing strategic guidelines is the main problem of Ukrainian energy companies, which prevents the effective attraction of investments, stimulation of the development of distributed energy sources and interaction with consumers. Existing communication tools with international partners and donors were analyzed and new approaches were proposed, including the creation of sustainability investment packages and interactive investment platforms, as well as the use of guarantee packages to reduce risks. In addition, marketing strategies were substantiated to stimulate the development of «green» generations and the integration of digital tools for their dispatching, in particular, through the positioning of the smart grid ecosystem. Innovative digital solutions, such as mobile applications and gamification, were developed for end consumers, which will contribute to the formation of a new, decentralized energy market. The novelty of the study lies in the comprehensive justification of adaptive marketing strategic guidelines for energy companies in Ukraine, which take into account the specific challenges of wartime, the potential of digital technologies for decentralization and increasing the resilience of the energy system, as well as the need for its integration into the European energy space. The study provides a systematic development of marketing approaches to attract investments, stimulate «green» generations and raise public awareness, which makes it unique in the context of the current state of the Ukrainian energy sector. Practical value. The results obtained can be used to provide a clear vector for attracting the necessary financial resources, accelerating the transition to «green» and decentralized energy, as well as increasing the energy awareness of the population. This will contribute to strengthening the energy security of Ukraine, which is critically important for post-war recovery. |
| Keywords: | Marketing strategies, Energy sector of Ukraine, Renewable energy sources, «green» generation, Digital tools, Investment attractiveness, Energy independence, Dispatching, Digital technologies |
| File of the article: | EV20254_017-026.pdf |
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