以信任为基础,发展农业大学与企业之间的相互关系,提高竞争力

O. Varchenko, D. Krysanov, Y. Grynchuk, N. Rybak
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引用次数: 0

摘要

总结了国内外科学家对关系营销概念对合作伙伴选择、长期合作关系的形成以及企业管理决策优化过程的研究成果,包括考虑到高等教育服务的具体情况。确定了运用关系营销理论研究大学与企业结构互动关系的条件。对农业大学基于信任的伙伴关系形成和业务结构的理论方面进行了系统梳理,并提出了组织支持农业大学发展的实践建议。采用了一套方法:系统化、逻辑结构分析、科学文献比较分析和因果分析、一般科学研究方法、标准形式化、算法化、比较分析方法。事实证明,相互关系的市场化不仅可以提高大学的竞争力,而且对其他合作伙伴活动的有效性产生积极影响,对所有参与者的教育和科学环境的利益进行了新的协调。确定了高校与企业关系体系中信任概念的特征、发展阶段和主要互动形式。建议考虑信任对农村地区和地区投资吸引力的影响,以及对智能专业化和数字化项目发展的影响,这些项目的成功取决于农业大学和商业结构之间合作伙伴关系的规模和强度。强调了在教育组织活动的教育、科学创新和社会领域扩大伙伴关系的组织办法,并按重要性确定了相互关系的激励因素。提出并确定农业大学与商业结构之间关系发展的组织支持的组成部分和要素,以便通过建立参与者之间的信任关系来提高竞争力。事实证明,实施这些要素将有助于将相互关系转变为战略伙伴关系,从而为提高农业大学的竞争力创造积极的先决条件和条件。对阻碍和促进高校与涉农企业互动发展的因素进行了系统梳理,突出了高校与涉农企业合作的参与方所获得的效益。人们确定,正式和非正式机构是用来实现相互关系组织中相互作用的参与者的活动目标和优先事项的。建议对战略发展文件、伙伴计划和互动参与者活动的组织进行修订。关键词:农业综合企业,经营结构,高等农业教育机构,竞争力,关系营销理念,科技创新服务,用人单位,教育服务
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Development of mutual relations between agricultural universities and business structures based on trust as a tool for increasing competitiveness
The results of the domestic and foreign scientists research on the concepts of relationship marketing for the selection of partners, the formation of ong-term partnership relations and the optimization process of making managerial decisions of the enterprise, including taking into account the specifics of higher education services, are summarized. The conditions for using the theory of relationship marketing regarding the interaction of universities and business structures are determined. The theoretical aspects of the partnership relations formation of agricultural universities and business structures based on trust were systematized and practical recommendations regarding the organizational support of their development were substantiated. A system of methods was used: systematization, logical-structural, comparative and causal analysis of scientific literature, general scientific research methods, formalization of criteria, algorithmization, method of comparative analysis. It is substantiated that the marketing of mutual relations not only allows to increase the competitiveness of the university, but also has a positive effect on the effectiveness of other partners activities on the new coordination of all participants interests of the educational and scientific environment. The features of the trust concept, the stages of development and the main forms of interaction in the system of relations between higher education institutions and business are determined. It is proposed to take into account the influence of trust on the investment attractiveness of rural areas and regions, as well as on the development of smart-specialization and digitalization projects, the success of which is determined by the scale and strength of partnerships between agricultural universities and business structures. Organizational approaches to the expansion of partnership in educational, scientific-innovative and social areas of educational organizations activity are highlighted and stimulating factors of mutual relations are determined in order of importance. The components and elements of organizational support for the development of relations between agrarian universities and business structures are proposed and determined in order to increase competitiveness by building trusting relationships between participants. It has been proven that the implementation of these elements will contribute to the transition of mutual relations to a strategic partnership and, as a result, to the creation of positive prerequisites and conditions for increasing the competitiveness of agricultural universities. Factors that prevent and promote the development of interaction between universities and agribusiness are systematized, and the effects that participants receive from the partnership are highlighted. It was established that formal and informal institutions are used to achieve the goals and priorities of activities by the participants of the interaction in the organization of mutual relations. Amendments to strategic development documents, partnership programs, and organization of interaction participants activities are proposed. Key words: agribusiness, business structure, institution of higher agricultural education, competitiveness, concepts of relationship marketing, scientific and innovative services, employers, educational services.
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