Економічні науки. Випуск 31. – 2017

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Browsing Економічні науки. Випуск 31. – 2017 by Author "Kovaliov, V."

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    Дослідження маркетингової діяльності Національного олімпійського комітету України
    (ЦНТУ, 2017) Гамалій, В. Ф.; Ковальов, В. О.; Ковальов, С. В.; Gamaliy, V.; Kovaliov, V.; Kovaliov, S.
    У статті розглянуті складові олімпійського маркетингу, завдяки яким досягається синергетичний ефект, особливості комплексу олімпійського маркетингу, маркетингової діяльності та основних заходів НОК України, спрямованих на розвиток олімпійського руху та популяризацію здорового способу життя серед населення України. Проведено аналіз показників фінансового забезпечення та досягнутий соціальний ефект маркетингової діяльності НОК України. The Olympic movement has the potential for development through the use of Olympic marketing. The development of marketing aspects becomes particularly relevant in connection with their exceptional significance in order to increase profitability and ensure financial independence from external factors. In addition, owing to its marketing activities, the Olympic Movement is capable of shaping and maintaining a high profile of Olympism, which is the most important intangible asset of the International Olympic Committee. Today, the Olympic Movement is one of the most dynamic nonprofit marketing areas. The experience gained in recent years allows it to confidently develop and serve sport and society. At the same time, in order to achieve a qualitatively new level of development, the Olympic movement needs to analyze its marketing activities, accumulated their own knowledge and experience, as well as the involvement of such experience from related fields of activity. Taking into account that the way of improving Olympic marketing is considered by the IOC as the leading force in the progress of Olympism, efforts should be directed directly to the field of study. The article deals with the components of Olympic marketing, due to which the synergy effect is achieved. It shows the features of the Olympic marketing complex, marketing activities and the main activities of the NOC of Ukraine, aimed at the development of the Olympic movement and popularization of a healthy lifestyle among the Ukrainian population. The analysis of indicators of financial support has been done and it shows the social effect of marketing activities of the NOC of Ukraine.