Marketing Support for the Development of Furniture Enterprises in the Context of Digitalization and Transformation of Consumer Demand

Abstract

The article examines the theoretical, methodological and applied foundations of marketing support for the development of furniture enterprises in the context of digitalization, transformation of consumer demand, increasing competition and instability of the external environment. The purpose of the article is to substantiate the theoretical and methodological foundations of marketing support for the development of furniture enterprises and to develop a conceptual model of its formation, taking into account current changes in the market environment.

Methods. The study applies the methods of analysis and synthesis, systematization and generalization, comparative analysis, tabular presentation of data, and structural-logical modelling. These methods were used to clarify the content of marketing support, assess the dynamics of the Ukrainian furniture market in 2020–2025, identify the key factors influencing enterprises’ marketing activities, and develop the conceptual model of the study.

Results. The content of marketing support for furniture enterprises is clarified as an integrated management system that includes analytical, strategic, operational, digital, communication and control tools. The dynamics of the Ukrainian furniture market in 2020–2025 are analyzed, and the gradual recovery of the industry after the crisis decline in 2022 is identified: in 2024, furniture exports amounted to USD 909 million, while in 2025 they increased to USD 1,035.3 million. The main factors influencing the marketing support of furniture enterprises are systematized, and a conceptual model combining analytical, strategic, operational, digital and control blocks is proposed.

Conclusions. It is proved that marketing support for the development of furniture enterprises should be formed as an integrated system for managing the enterprise’s market behavior, customer experience, brand, sales channels and digital communications. It is substantiated that the competitiveness of furniture enterprises increasingly depends on the combination of classical marketing tools with CRM analytics, omnichannel sales, B2B marketing, professional product visualization, offer personalization and systematic evaluation of marketing effectiveness.