Роль інноваційних технологій у формуванні маркетингових стратегій для українського аграрного сектора

Abstract

The article examines the role of innovative technologies in shaping modern marketing strategies in the Ukrainian agricultural sector, which is experiencing significant structural and technological changes. The relevance of the topic is driven by the need to increase the efficiency of agricultural production, enhance enterprises’ adaptability to high market volatility and growing consumer demand for product quality, and the rapid spread of digital tools in business management. The study aims to identify the conceptual foundations for introducing innovative technologies into the marketing planning system and to develop strategic approaches to increase the competitiveness of agricultural enterprises. The methodological basis relies on analysis and synthesis, structural-functional and systems approaches, and comparative analysis tools to assess the impact of digital solutions on marketing processes. The research findings indicate that precision farming technologies, artificial intelligence, production monitoring systems, electronic sales platforms, digital communication channels, and analytical services create new opportunities to optimize distribution strategies, personalize marketing decisions, and forecast consumer market behavior. It is established that the implementation of innovative technologies transforms traditional approaches to market positioning, enhances the accuracy of resource management, and strengthens enterprises’ ability to respond to changes in market conditions. The conclusions emphasize that the strategic integration of innovative technologies into the marketing activities of the agricultural sector is an essential prerequisite for improving efficiency, expanding export potential, and building long-term competitive advantage. The results obtained may be applied in agricultural management practice, in the planning of marketing programs, and in the development of sectoral digital transformation strategies.