МАРКЕТИНГ В УДОСКОНАЛЕННІ ВИРОБНИЧО-ЕКОНОМІЧНИХ ЗВ'ЯЗКІВ У М'ЯСОПРОДУКТОВОМУ ПІДКОМПЛЕКСІ АПК

The meat livestock industry has gone through a rather difficult and long period of recognition of market relations, which, to a large extent, was accompanied by the emergence of a number of imbalances. As a result, the resources of the industry have been significantly reduced, the livestock population has sharply decreased, and relations with processing and marketing enterprises are not fully balanced. At the same time, it is economically most profitable for producers of the meat livestock industry to cooperate with meat processing enterprises that not only process raw materials, but also produce various types of finished food products, and in a wide range. There is no doubt that economic relations between rural meat producers and meat processing enterprises are relevant for the progressive development of these industries, especially in market conditions. At the same time, the situation observed in the livestock products market confirms that not all opportunities for increasing the production of these products have been used. Despite the path taken to the formation of the meat livestock market, the industries that are directly related to it mostly remain isolated from each other.According to the results of research, it was established that the effectiveness of production and economic relations in the meat subcomplex of the agricultural and industrial complex depends on the effectiveness of mutually coordinated integrated cooperation of agricultural and processing enterprises that produce raw materials and process them and supply the finished products to the market. It is economically justified in the relations of rural producers and processors to create integrated systems within the meat product subcomplex on the basis of contractual principles. It is advisable to form economic and production relations between their participants in the direction of creating associations, concerns and other integrated structures.The experience of leading enterprises confirms that an effective condition for managing in meat livestock is the active use of the advantages of market relations and the results of marketing research. The use of marketing information in the practice of beef cattle breeding allows you to create a real basis for developing proposals to overcome the economic and technological lag of the industry, and to develop strategic development of its enterprises.