INNOVATIVE PRINCIPLES OF USING CRM SYSTEMS: METHODOLOGY AT DIFFERENT LEVELS OF BRANDED NICHE INDUSTRIES

Abstract

The article reveals the innovative principles of informatization in agricultural land use regarding the assessment of land quality and planning of potential harvests in view of natural and climatic conditions. The experience of using EOS Data Analytics resources, which provides an opportunity to carry out agricultural work taking into account the types and quality of soils, has been updated; climatic and hydrological conditions; different phases of plant development; yield forecast, etc. Such solutions contribute to the creation of information related to agronomic activities in digital form. It has been confirmed that the complex of satellite analytics helps to determine the indicators of the harvest during the vegetation period, to carry out its comparison. It has been proven that innovations in land monitoring, such as: GIS technologies, natural-climatic and agronomic data in one software product, land use technologies with real natural-climatic phenomena, will be components of the ecological assessment of the safety of agricultural land use, which includes a systematic assessment of the complex of land use factors in different scales and with different purpose in time; determining the quality and anthropogenic load on agricultural land; zoning of the territory in relation to ecological, climatic, degradation phenomena; the transparency of agricultural activity in relation to the openness of environmental data, for example, the impact on soil quality of intensive agricultural technologies and soil compaction, etc. The main ways of state regulation of food security are analysis and forecasting of the situation on the food market; organization and implementation of state programs on agricultural production, state support of agricultural producers. Therefore, the main tasks of state regulation to ensure the necessary level of food security in Ukraine are to adjust the agricultural system in such a way as to increase its resistance to external factors, including through information on monitoring land use, improving the rational use of soil, self-sufficiency of agricultural producers and prudent use of production resources. Global experience shows a significant pace of transformation in agricultural land use: the use of information technology, artificial intelligence, and Earth observation satellites that provide information to farmers and landowners through modern environmental and agrochemical monitoring of soil quality. Therefore, in order to implement innovations, we consider it expedient to apply comprehensive measures of state support for agribusiness, financing environmental protection as an element of the agrarian land use system from the state budget.