Özet:

The article conducts a marketing study of the oyster market in Ukraine and in the world.  In the article was analyze the current state and prospects for future perspective development of the oyster market in Ukraine. The possibility of developing the market of oysters and enterprises of the oyster industry under the conditions of marketing use is considered. The results of the study showed that fisheries in Ukraine are a promising area of agro-industrial production, which provides the population with valuable food and promotes employment. The marketing research was based on the analysis of the supply of oysters in the world and Ukraine, the volume of demand in the domestic market of Ukraine, the characteristics of the main producers of oysters. The analysis suggests that the leading countries in oyster farming are China, Japan and the United States. A study of the dynamics of oyster production in the world showed their constant growth, and in 2018 received 4.7 million tons of oysters. The supply on the domestic market of oysters in Ukraine consists of imports and direct domestic production: 90% -  import, 10% - domestic production. Ukraine's oyster imports fell from $ 9.5 million. to 5.98 million dollars, but still occupies the lion's share. The largest domestic producers of oysters are  next companies:  Silveo LLC (38%), Odyssey LLC (20%), Ocean LLC (13%), Triton-chernomor Company (11%). Despite imports and low domestic production, oyster consumption in Ukraine remains low at 0.9 kg per person per year. The consistently low demand for sea-food and oysters, in particular, is due to the steady deterioration of the economic situation and low purchasing power of the population.A prerequisite for the long-term and perspective development of the oyster market and oyster’s cultivation enterprises is the use of marketing. The most popular for oyster’s enterprises are  traditional and cognitive marketing. The most popular instruments of cognitive marketing for the oyster enterprises are creating  social videos about cinnamon of seafood, including oysters, organizing of the food festivals and food festivals of the sea-products, have been thoroughly disseminated, as well as take part in other trips, organizing tasting events at the festival and other.

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