UDC 331.108.26
THE ROLE OF STRATEGIC MARKETING IN THE CONDITIONS OF TURBULENCE OF THE EXTERNAL ENVIRONMENT
Bilan E.V., Romanyuk N.V., Romanko V.V.
lizerboy@gmail.com
Abstract. The article is devoted to the issues of motivation of the personnel of an industrial enterprise. In particular, the problems of the internal environment of industrial enterprises and the characteristics of their employees, as well as ways to stimulate the personnel of such enterprises, are considered.
Keywords: motivation, personnel management, industrial enterprise, natural resources, labor productivity.
In the modern era of rapid scientific and technological development and instability of the external environment, increasing importance is attached to the digitalization of the economy, the creation of new technologies in production, robotization, etc., however, the importance and value of human resources in the labor process is still indisputably its most important component. It is the employees of an enterprise that primarily determine its success and competitiveness in the labor market [6].
It is worth noting that the effectiveness of employees depends for the most part on their job satisfaction at a particular enterprise. Satisfaction with wages, working conditions, bonuses from the employer and the general loyalty of the organization to its employees, which together will be called one general term – motivation and directly affects the employee's dedication, and, consequently, labor productivity at the enterprise.
Labor productivity is one of the main indicators of the effectiveness of an industrial enterprise. Labor productivity is the efficiency of labor in the production process, which can be measured by the time spent on manufacturing a unit of production, or the number of manufactured products per unit of time. An expert in the field of economics A. Kibanov [3] notes the special importance of the above-mentioned indicator. The increase in labor productivity has a positive effect on the salaries of employees, as well as their overall job satisfaction.
In modern Russia, there are a number of problems, as a result of which the country has low labor productivity, especially in comparison with other countries. One of the main problems of this trend is the low efficiency of the labor organization system in production.
The issues of effective use of labor resources are of particular importance in the context of the current instability of the external environment. The efficiency of the enterprise is based on the rational organization of management, and ensuring the most effective use of human resources is a key task in the activities of any manager. An important role in this process is assigned to the personnel management system and one of its basic mechanisms – motivation [2].
Analysis of previous research and publications. Motivation of work is an integral part of the company's management activities, many well-known scientists, such as Maslow, A. Kibanov, F. Taylor, V. Zhigalov, N. Martynenko and others have devoted their works to its study [8].
The purpose of the study. The purpose of the study is to consider the features of labor motivation in industrial enterprises, taking into account the specifics of the internal environment of industrial enterprises and the characteristics of the personnel of such enterprises.
In many industrial enterprises, due to the rare renewal of personnel, a certain microclimate develops, rich in stereotypes, which is very difficult to break and "stir up" employees, therefore it is very important to use modern approaches to human resource management, which must necessarily include motivation methods, taking into account the specifics of industrial enterprises and their employees.
The main results of the study. To increase and increase labor productivity in an enterprise, it is important to use both material and non-material incentives for personnel (Fig.1). However, we will not talk about the general theoretical aspects of motivation in this article, since this information is fully presented in numerous publications on this topic, which cannot be said about the motivation of industrial personnel enterprises and related problems, which we will move on to later.
Figure 1 – Areas of stimulation of industrial personnel
Going deeper into the topic of the article, it should be noted that the introduction of motivation systems in industrial enterprises differs from a similar process in other sectors of the economy, since employees of industrial enterprises have certain specifics. For example, industrial enterprises usually have lower staff turnover, because workers here value stability, there is even a succession of generations, and entire «dynasties» often work [1].
According to the authors, the most important features of the personnel of industrial enterprises described at the moment [7] are highlighted below, which are grouped into several categories (Fig.2) as well as their descriptions.
Figure 2 – Features of the personnel of industrial enterprises
Financial motivation. «The advantage of working at an industrial enterprise is, of course, the stability and stable growth of the sector of this economy», said Alexander Prokhorov, Head of the Moscow Department of Investment and Industrial Policy, in one of his interviews [4]. Wages of industrial workers are traditionally not the highest, however, people continue to hold on to their jobs, because these places, in their opinion, guarantee them stable wages, which, given the past of the domestic economy, is for many the most important factor. It is also worth noting the factor of traditions in industrial enterprises, often whole «working dynasties» are formed here due to the habit of working conscientiously for many years, counting on a little significant «length of service» in our time.
The presence of restrictions. A number of restrictions are imposed on employees of industrial enterprises by the internal environment of the enterprise, which makes ineffective some of the theories of motivation widely used in other fields. So, employees who create, for example, new technologies and promising equipment, experience limitations in their self-realization, because this may contradict the goals of the organization. The inconsistency of organizational constraints with the creative nature of an employee's activity can significantly affect the efficiency of high-tech industries.
Contradictions. The classic contradiction «between labor and capital», which is still present in modern society, is often transferred from the external to the internal environment of an industrial enterprise. The consequence of this process is the development of class consciousness within the organization, the division into «we» and «they», which significantly complicates the process of motivation.
The prototype of society. In large collectives, to a greater extent than in small ones, phenomena are realized that have as their prototype the corresponding processes in society as a whole. Once in the internal environment of an industrial enterprise, such phenomena become stable elements of the internal environment. These include nepotism, the transfer of personal likes and dislikes into industrial relations, etc.
Problems of isolation. The specifics of the internal environment of an industrial enterprise most often imply isolation from the outside, which leads to a decrease in the creative potential of employees due to a decrease in the diversity of life impressions. This factor has a negative impact on enterprises where employees are required to create additional competitive advantages of their products.
Problems of «crowding». Due to the «crowding», «concentration» of personnel at a large industrial enterprise, the phenomena of "social laziness", the implementation of the «stowaway» model, motivational losses based on injustice, and other group limitations of motivation are aggravated and gaining strength. In particular, motivational injustice is characterized by the fact that if an employee's qualifications are higher than those of a colleague, but they receive the same amount, then people begin to fight such injustice by reducing their efforts. Apparently, at the same time, they believe that as a result their overall contribution will be more comparable to that of their colleagues. This approach corresponds to the theory of equity and significantly reduces the effectiveness of staff activities.
At the same time, some features of the internal environment of industrial enterprises can be used for good. For example, employees of enterprises with an «industrial» organizational structure can work very actively in order to conform to this structure and not feel like an outcast.
It is important to note that the result of a correctly chosen motivation system for employees of an industrial enterprise can be seen at the end of the reporting period. This process should be reflected in changes in employee productivity.
In case of deterioration of indicators, managers need to make changes to the current motivation system by analyzing previously made mistakes. By evaluating the performance of employees of industrial enterprises, it is possible to determine which groups of employees require greater intervention in the motivation system by management. It is also possible to establish and strengthen business relationships between managers and subordinates through discussions of results and evaluation of their activities [1].
Thus, in order to increase the efficiency and productivity of industrial enterprises, it is necessary to pay great attention to motivational aspects, because in industrial enterprises an employee has a direct impact on the final product [5].
However, in the process of motivating an employee of such an enterprise, it is necessary to take into account not only the characteristics of a particular individual, but also the characteristics of the internal environment of an industrial enterprise, which often differs significantly from the environment inside enterprises in other sectors of the economy.
Managers of any enterprise need to remember that the motivation of personnel, especially industrial enterprises, is a complex and multifaceted process, only with the skillful management of which it is possible to achieve the strategic goals of the organization. Staff motivation is one of the most important mechanisms for effective human resource management, because it is thanks to motivation, internal or external, that a person has a desire to work for the benefit of a particular organization, thereby helping it achieve its goals.
References
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Аннотация. Статья посвящена вопросам мотивации персонала промышленного предприятия. В частности, рассмотрены проблемы внутренней среды промышленных предприятий и особенности их работников, а также направления стимулирования персонала таких предприятий.
Ключевые слова: мотивация, управление персоналом, промышленное предприятие, человеческие ресурсы, производительность труда.
Сведения об авторах:
Билан Елизавета Васильевна - группа МОм-23, магистрант ФГБОУ ВО
«Донецкий национальный технический университет»
Романюк Наталья Владимировна - доцент, к.э.н., доцент кафедры
«Менеджмент и хозяйственное право» ФГБОУ ВО «Донецкий национальный технический университет»
Романько Виктория Валерьевна - старший преподаватель кафедры
«Английский язык» ФГБОУ ВО «Донецкий национальный технический университет»