Conceptual definitions of the process of strategic positioning of industrial and entrepreneurial structures in the context of digital transformations

• Shahlo N.V.

  N. V. Shashlo. Vladivostok State University of Economics and Service. Vladivostok. Russia

• A. A. Kuzubov

  A. A. Kuzubov. Don State Technical University. Rostov-on-Don. Russia

A conceptual approach to the process of strategic positioning of industrial and entrepreneurial structures has been developed, taking into account the specific conditions of their functioning and industry affiliation in the context of digital transformations. It was revealed that the mechanism for developing the strategic positioning process has a block structure. A methodological approach to the formation of the concept of consumer value of enterprise products based on real and imaginary (associative) attributes has been developed, their significance for industrial and end customers has been substantiated. A mechanism for protecting the concept of consumer value as an object of intellectual property, based on the branding system, is proposed. It has been proven that in order to achieve a "resonance of values" of processing and mining enterprises, it is advisable to form end consumers' confidence in the applied production technology and increase the level of environmental safety of products. It has been proven that the effectiveness of the concept of unique consumer value is due to the presence of a "resonance of values" of sellers and buyers, which will manifest itself as a result of the formation of real and associative attributes of food and products as raw materials for their production, corresponding to the moral and ethical beliefs of end consumers. The scientific novelty of the research lies in the fact that the developed provisions in the aggregate solve the problem of forming strategies for positioning industrial and entrepreneurial structures. The practical significance of the results obtained is determined by the fact that the approaches to strategic positioning proposed in the article have been brought to the level of practical use.

Keywords: positioning, production and entrepreneurial structures, consumer value, branding,
strategic positioning, competitive advantages, resonance of values, consumer market, business
market.