agroprobПроблемы агрорынкаProblems of AgriMarket1817-728X2708-9991Казахский научно-исследовательский институт экономики агропромышленного комплекса и развития села10.46666/2025-3.2708-9991.19agroprob-2294Research ArticleСлово молодым ученымThe word to young scientistsМаркетинг в аграрной сфере: конкурентоспособные стратегииAgricultural marketing: competitive strategieshttps://orcid.org/0009-0000-3303-1792СмановаА. Б.SmanovaA. B.

Сманова Асел Болатқызы - негізгі автор; Ph.D докторанты,

050035 Жандосов көш., 55, Алматы қ.

Smanova Assel Bolatovkyzy – Ph.D student,

050035 Zhandosov str., 55, Almaty

asselsmanovab@gmail.comУниверситет НархозКазахстанNarxoz UniversityKazakhstan20250610202503216225Copyright © Сманова А.Б., 20252025Сманова А.Б.Smanova A.B.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.jpra-kazniiapk.kz/jour/article/view/2294

Для агропромышленного комплекса Казахстана развитие и трансформация маркетинга являются стратегически важными инструментами. Такой подход способствует достижению экологической устойчивости в производственной сфере, укреплению позиций на рынке.

Цель - представить механизм менеджмента, позволяющий адекватно оценивать и прогнозировать рыночную ситуацию, разработать и внедрять модели маркетинговых процессов.

Методы – в качестве методологии исследования применялся аналитический подход, в ходе которого обработан значительный объем информации, необходимой для анализа и интерпретации данных, выявления закономерностей и понимания сути изучаемого объекта, а также использованы интервью со специалистами аграриями.

Результаты – в исследовании рассмотрены переменные, наиболее эффективно влияющие на усиление маркетинговой деятельности в предприятиях аграрного профиля. Обозначены ключевые аспекты, подтверждающие значимость и результативность маркетинговых услуг в аграрном секторе, маркетинговых подходов для адаптации хозяйствующих субъектов к конкурентной середе. Анкетирование предпринимателей свидетельствует, что наибольший интерес вызывают цифровые инновации в агромаркетинге, экологическая сертификация продукции, логистика, принципы справедливой торговли, достаточный уровень обеспеченности инфраструктурой в сельских районах, информированность об эффективности маркетинговой политики.

Выводы – отмечается, что конкурентоспособность агропродовольственных систем, основанных на «зеленых» технологиях, должна обеспечиваться оптимальным функционированием всех этапов производства, переработки, хранения, транспортировки и реализации сельхозпродукции, а также необходимо участие заинтересованных сторон: производителей, дистрибьютеров, потребителей. Автор констатирует, что адаптация к экологически ориентированной рыночной стратегии для нужд агробизнеса на основе эмпирических данных расширяет конкурентные преимущества сельхозформирований и их репутацию, вносят значительный вклад в экосбалансированный рост аграрной отрасли, стабильное взаимодействие с рыночным сегментом, ответственное продвижение брэнда.

For the agro-industrial complex of Kazakhstan, the development and transformation of marketing are strategically important tools. This approach contributes to achieving environmental sustainability in the production sphere, strengthening positions in the market.

The goal is to provide a management mechanism that allows you to adequately assess and predict the market situation, develop and implement models of marketing processes.

Methods as a research methodology, an analytical approach was used, during which a significant amount of information necessary for analyzing and interpreting data, identifying the patterns and understanding of the essence of the object under study was processed, as well as interviews with farmers were used.

Results - the study considers variables that have a beneficial effect on the strengthening of marketing activities in enterprises of an agricultural profile. The main aspects confirming the importance and effectiveness of marketing services in the agricultural sector, marketing approaches to adapt business entities to a competitive environment are outlined. The survey of entrepreneurs shows that awareness of digital innovations in agromarketing, environmental certification of products, logistics, fair trade principles, a sufficient level of infrastructure provision in rural areas, and the effectiveness of marketing policies are of great interest.

Conclusions - the competitiveness of agri-food systems based on" green " technologies should be ensured by the optimal functioning of all stages of production, processing, storage, transportation and sale of agricultural products, as well as the participation of interested parties: manufacturers, distributors, consumers. The author notes that on the basis of empirical data, adaptation to an environmentally oriented market strategy for the needs of agribusiness will expand the competitive advantages of agricultural structures and their reputation, will make a significant contribution to the balanced growth of the agricultural sector in eco, sustainable interaction with the market segment, responsible brand promotion.

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The authors declare that there are no conflicts of interest present.