transformations. Among the main concepts that have the most significant impact on
the resource strategy, one should note the innovation-entrepreneurial approach, the
concept of sustainable development and the concept of relations. The strategy of
relations in its essence is close to the network approach to the management of
organizational systems, which is typical for enterprises in the construction industry.
The production and consumption of paint and varnish materials plays an important
socio-economic role and is one of the important sectors of the construction industry.
Strategic essence of marketing interaction in the market of paint and varnish
goods. The generalization of the views of scientists on the essence of marketing
relations allowed to consider "marketing relations" as a process of formation of a
marketing system of interaction, which occurs due to management of the entire set of
market relations enterprise. The object, subject and subjects of marketing of relations
are defined. The object of marketing relations is the relationship between elements of
the market environment. The subject of marketing relations - the impact of the
company on the development of its relations with market actors. Subjects of marketing
relations - market actors (enterprises and private individuals), operating on a certain
commodity market.
The essence of the process of formation of the marketing system of interaction is
found out: achievement of positive influence of the microenvironment, acquisition of
the partnership nature of relations between market actors. The criteria of evaluation of
the process of formation of marketing systems of interaction are defined: mutual
interest in cooperation and mutual support between the enterprise integrator and its
suppliers, intermediaries, consumers, competitors. Identification and structuring of
marketing systems of interaction on the market of paint and varnish goods was carried
out by the method of complex segmentation of the market. There are two types of
marketing systems of interaction: marketing systems of interaction between enterprise
integrators using strategy outsourcing and marketing systems of interaction between
manufacturers-integrators, who prefer the strategy of information. Marketing system
interactions include the following separate systems: the system of interaction with
suppliers, the system of interaction with intermediaries, the system of interaction with
consumers, the system of interaction with competitors. System datas are of different
significance for each of the segregated groups of manufacturers of paint and varnish
goods: the outcomes of the marketing activities of enterprises operating on the basis of
outsourcing strategy depend mainly on the interaction with suppliers and
intermediaries, and for manufacturers who prefer the strategy of insourcing, they have
the greatest significance. relations with consumers.
Strategic monitoring of the factors of formation of marketing systems of
interaction in the market of paint and varnish goods allowed to determine the low
impact of the environmental environment of enterprises regardless of the strategy of
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