درخت حوزه‌های تخصصی

The article proposes a methodical approach to assessing the competitiveness of enterprises in the logistics infrastructure of the Black Sea region in the context of the strategy of the development of the Black Sea. The article is presented is the author's interpretation of the steel development of the territory and injected into the logistic infrastructure. It was proposed of the methodical approach to assessing the competitiveness of enterprises-moving enterprises in the development of the territory, as one of the stages of the methodology for assessing the development of the territory in the region. It have been identified Indicators for assessing sustainable development in assessing the competitiveness of key enterprises in the region and in terms of using the TOPSIS model. The application of the TOPSIS model allows to assess the value of the aggregate indicator of sustainable development of a region or territory, taking into account the impact of the level of competitiveness of its key enterprises. In the context of this approach, it is studied and evaluated the level of competitiveness of powerful enterprises of the Black Sea region, which form the logistics infrastructure of the region. It was  determined their influence on the strategy of sustainable development of the territory. This approach allowed to expand the methodology for assessing the assessment of sustainable development of the territory through the methodology of assessing the competitiveness of enterprises-engines of development of the territory, as one of the stages of the overall methodology.

Purpose: This research aims to identify the factors affecting social network marketing based on gaining a competitive advantage and designing a model related to the communication between them.Method: This research is applied in its purpose, and conducted using a mixed approach (qualitative and quantitative). In the qualitative phase, first by reviewing the literature in the field of social network marketing and using the meta-combination method, the factors affecting it were identified and divided into three categories. subsequently, the relationships between these factors were determined and analytically analyzed using the interpretative structural modeling approach. In the modeling section, a questionnaire was distributed among experts selected through snowball sampling.Findings: The results of this research led to the classification of factors affecting social network marketing based on gaining competitive advantage and designing a model of these factors. In this model, the categories of organizational and structural resources (responsiveness to customers, service quality), marketing (attracting more customers, efficiency), and competitive advantage based on social media (branding, profitability), indicate the factors and the way of communication and interaction of these factors.Conclusion: Finally, the interpretation of the model, analysis of its levels, and the relationships among dimensions were discussed and solutions were provided in this regard.