Author:Karpenko, Lidiia M.


In the new millennium, the implementation of the projects of energy supply systems based on the use of the alternative energy sources is actively developing in the world. To form the active behavior of consumers, agents, suppliers, other participants of the market processes, it should be provided a relevant marketing communications support for creation and promotion of the innovative energy saving technologies at the markets. The information vacuum deprives experts of the opportunity to make a relevant estimation of the made decision in the energy saving system. Therefore, in fact, we need the information and methodological support of the mechanism, which is provided by the information support system, namely-the communication support of the control mechanism functioning with the energy saving technologies.

For the development of energy-efficiency technologies it is expedient to carry out studies related to the development and optimization of complex systems of energy supply of facilities, determination of priorities of updating and modernization of energy-saving and environmentally sound technologies on the basis of the formation of a mechanism for managing energy-saving technologies. It is the formation of the theoretical platform of the mechanism (determination of levels, goals, subjects and facilities, tools) allows increasing the level of scientific feasibility of innovation changes in energy-saving technologies in order to minimize the costs of companies.


Parsons (2000) applied the concept of "mechanism" in the context integrative communication, which influences on the motivation of the system's subjects, determining them in the ways and means of these desires implementation. Veber (2010) applied the concept of "mechanism" as an interpretation for the social act, the most important attribute of which was considered by him "an orientation at other", which provides a mutual expectation of the appropriate behavior of all, who participate in the social relations. Kozer (2006) argued that there function the mechanisms of social stabilization and social disintegration in the societies, which are quite contradictory tendencies of the societies.

Depending on the form the mechanisms of formation are: economic, organizational, and informational. It is necessary to develop namely the organizational and informational component of the control mechanism with the energy saving technologies: creation of information interactive accompaniment (the construction of flexible online information systems) during implementation of modern energy technological developments at the markets of energy service, organizational interaction of stakeholders.

The introduction of energy-saving technology management mechanisms depends on the existing institutional environment. So, in scientific papers Wen et al. (2015), Huang et al. (2016), Cao et al. (2016), Lin et al. (2018), Dong et al. (2015) the experience China and Japan shall be examined in shaping the stimulation of reducing energy saving in industrial enterprises. At the same time the technological and financial barriers shall be separated when introducing energysaving technologies on the basis of alternative energy sources. The scientists of the countries of the European Union have a slightly different view on the problems of introducing a mechanism for managing energy-saving technologies: the need to create an appropriate attitude of owners and top managers to the tools (Ntanos, 2018a: 2018b: 2018c), tax exemptions from the state (Papageorgiou et al., 2015), the formation of financial support of funds and grants (Mardani et al., 2016), etc. It is also possible to separate studies of scientists in this field of knowledge from other countries. In the paper (Frick et al., 2017) it is considered the formation of a communication support mechanism for managing energy-saving technologies on the basis of stimulating behavior from consumer energy conservation. The work of the American School of Management (Reynolds et al., 2015) is devoted to the research of destructive behavior of consumers when using energy-saving technologies. Komal & Abbas (2015) are studying the impact of financial development on the...

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