STRATEGIC MANAGEMENT OF LABOR RESOURCES OF AGRICULTURAL ENTERPRISES ON THE BASIS OF MARKETING

Purpose. The goal of this paper is to characterize the theoretical aspects of strategic management of labor resources with the marketing principles in agrarian enterprises; to identify individual factors of influence on labor resources and to form a scheme effective strategic management of labor resources in conjunction with marketing activities of the enterprise. Methodology / approach. In the process of writing the article, were used such methods as: logical generalization - for the theoretical substantiation of the marketing activity's and labor resources' essence; statistical analysis - for the estimation of such factors, as migration movement of labor resources from rural areas, which influence on the functioning of agrarian enterprises; system analysis - for research and substantiation of effective strategic management of labor resources with the marketing principles as the main element of the enterprise 's activity. Results. Today in Ukraine one of the main problems of effective management of is the attraction and use of labor resources. Since labor is the main productive force in solving the issues of competitiveness, economic growth and ensuring the effective operation of the enterprise. The labor resources management is a complex process and has its own specific properties and regularities and should have systemic character and completeness based on the development of strategic management. Application of strategic management of labor resources with the marketing principles at agrarian enterprises will allow using economic, organizational and technical possibilities of production effectively. Originality / scientific novelty. An attempt to investigate the influence of interstate migration growth (decrease) in the rural population as a negative factor of the labor resources reduction in agrarian enterprises, and the forecast for the prospective period was made. Practical value / implications. The forecasting level of labor migration from the rural areas is determined. The scheme of interconnections between marketing elements and labor resources is developed, which will increase the profitability of enterprises. An updated scheme of strategic management of marketing activity of the enterprise with the use of labor resources as the basic element is proposed.