THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATIONS OF GLOBAL NETWORK MARKETING COMPANIES IN UKRAINE

Abstract

Introduction. Functioning of network marketing companies in Ukraine needs to find new methods and approaches in modern conditions to the study of the development of the integrated marketing communications. The aim of the article is to develop a program of communicative measures for the support and development of network marketing companies. Methods. The following methods are used, namely: theoretical generalization and comparison, statistical analysis, abstract and logical, methods of analysis and synthesis. Results. Scientific innovation is the allocation of two levels in the development of the system of communication activities: state and local governments and directly MLM-companies. The main tasks that must be implemented at the state level are: to promote and advance the idea of selfemployment by raising awareness, improving the education system of network marketing; assistance in promoting a positive image of network marketing companies through the introduction of legislative changes relating to direct sales and marketing network, development of self-regulation; support of Ukrainian MLM-companies and facilitate their output to foreign markets through implementation of information campaigns and seminars with the participation of representatives of MLM-companies, assistance in the implementation of European standards and access to foreign markets. Measures for improving communications at the company level should cover the following areas: improvement of work to increase the level of awareness by conducting image advertising, PR-activities and development of SMM; to involve collaboration for using a systematic approach in the learning process and make changes to stimulate distributors singled out customers as a separate group; for keeping distributors – to implement the development of loyalty programs. Discussion. The proposed program will enable to fulfill more systematically and purposefully actions on the development of business both state and local authorities, and MLM-Ukrainian companies to increase the efficiency of its operations.