Methodological aspects of bioeconomy development strategy formation in Ukraine (example of renewable energy sources)

The work is devoted to the study of issues of the formation of priorities of the economic development of Ukraine. As a result of theoretical studies, it was established that the main goal of the bioeconomy is the optimal use of renewable biological resources and the creation of sustainable systems for the production of new types of products based on them. Marketing management plays an important role as an important component of the company management system. It is noted that the methodology is the fundamental basis of the management of the marketing activities of the enterprise, and the methodological complex is a toolkit that includes a set of marketing tools and marketing research. The main principles of the methodological complex of marketing have been identified and analysed in the work. In the structure of the principles of marketing, an important place is given to marketing concepts, which reflect the basic point of view, a constructive approach to various types of activities. Methodological approaches to the study of the marketing management system are the starting point that determines the direction of the research in relation to the goal. The work examines the conceptual apparatus and marketing terms that characterize it. Much attention is paid in the research to the development of new paradigms of marketing, in particular, ecological marketing, renewable energy and bioeconomy. Based on the research data, the authors structured the main categories and their relationship. This made it possible to develop and propose a conceptual model for the formation of a bioeconomy development strategy in Ukraine, aimed at creating a more innovative and resource-efficient economy with sustainable use of renewable energy sources and resources. In the context of the studied material, it follows that an important task of marketing management of the enterprise is the formation of such management mechanisms that would ensure its effective functioning, since it is the construction of enterprise management based on marketing principles that creates favourable conditions for ensuring competitiveness and strengthening the market positions of the enterprise.