УПРАВЛЕНИЕ КОНКУРЕНТНОЙ ПОЗИЦИЕЙ ПРЕДПРИЯТИЯ НА ОСНОВЕ ПОВЫШЕНИЯ ДОВЕРИЯ К БИЗНЕСУ

Abstract

Solving the problems of business growth in modern conditions requires effective management of the ever-increasing system of market relations between business and consumers, partners and other participants in the communication space. The increasing role of marketing communications in resolving motivational and resource contradictions between market participants is substantiated. The influence of various potentials on the formation of sources of effective functioning and business development is indicated. Different points of view regarding communication as a category determining the formation of "confidence" as a tool for managing the competitive position of an enterprise are considered. The nature of communication divergence is revealed in the construction of marketing fields of interacting subjects. The need to consider the interrelationship of different resources (labor, intellectual, communication, cognitive, motivational) as the basic components determining the state of the capital (moral, motivational, marketing-behavioral) formed by the subject is identified. A resource approach to building trust in business is proposed. The influence of organizational culture on the implementation of a positive marketing mimicry of business to the requirements of a competitive market is indicated. The model of the enterprise competitive position management by means of increasing the confidence to business in terms of building the marketing communication field is offered.