Approaches to the formation of communication strategies of the enterprise in the Internet

The subject of the study is theoretical and methodical approaches to the formation of
communication strategies of enterprises in the Internet.
The purpose of the study is to uncover theoretical and methodological approaches to the
formation of communication strategies with the help of Internet tools.

популярносMethods
of research. In the work the dialectical method of scientific knowledge, the method of
analysis and synthesis, the comparative method, the method of data generalization are used.
Results of work. The article defines the essence of the category «strategy of marketing
communications»; the factors of development of the market of Internet communications in Ukraine
are determined; there are four main stages that outlined in the construction of a communication
strategy on the Internet.
Conclusions. The results of the study were follows. There are four main stages from which the
development of the communication strategy in the Internet is developed, namely: the stage of development
of the concept of the communicative program and its planning, the stage of practical implementation of
the communicative program, the stage of tracking the implementation of the communicative program
and the stage of assessing the effectiveness of marketing communication on the Internet.