ТАКТИЧНЕ УПРАВЛІННЯ ПЕРСОНАЛОМ У СИСТЕМІ ЕКОНОМІЧНОЇ БЕЗПЕКИ СУБ’ЄКТІВ Е-КОМЕРЦІЇ

Abstract

The purpose of writing the article is the formation of tactical personnel management in the system of economic security of e-commerce entities when developing a marketing strategy. An analysis of the development of e-business entities in Ukraine was carried out, which showed an increase in the dynamics of the number of active retail business entities, the number of employed and hired workers, which is carried out by mail order firms or via the Internet. It was analyzed that over the past ten years, the number of active economic entities engaged in electronic commerce has increased 4 times, from 7,486 units in 2012 to 30,804 units in 2022. The corresponding trend for this period is the number of individual entrepreneurs, in the structure of the number of active business entities, retail trade carried out by mail order firms or via the Internet in 2022 will make up 98.1%. Analysis of the number of employed workers in the field of e-commerce showed that their number increased by 3.1 times, and the number of hired workers by 1.7 times. Despite a slight reduction in the number of employed and hired workers in the field of e-commerce in 2022, a further growth trend can be predicted due to the increasing popularity and increased availability of digital economy tools. It is substantiated that when forming the marketing strategy of e-commerce entities, it is necessary to take into account the role of tactical personnel management on the basis of constant training, retraining and improvement of skills, which, in turn, will ensure the improvement of the economic security system. It is proposed to develop a program for the development of trade on the Internet, which takes into account the need for trade specialists through e-mail, TikTok, Instagram, YouTube, Facebook, and websites. It was determined that the formation of a system of performance indicators is a mandatory tool for evaluating the implementation of the program. Appropriate performance indicators should take into account the degree of risk and threats to the system of economic security of e-commerce entities with the possibility of their further minimization of the impact, which forms the direction of further research.