Аналіз та аудит забезпечення ефективної діяльності мережевого ритейлу

Abstract

The development of network retail creates new business opportunities through the introduction of modern information systems, digitalization of production processes and business, the creation of e-shops and interactive showcases. The aim of the article is to substantiate the priority areas of analysis and audit of the network retailer’s activities, to develop proposals for a balanced system of indicators of analysis of the network retailer’s activities. The information basis of the present study is the normative legal acts of Ukraine on the implementation of economic activities of enterprises, scientific publications of leading scholars. The study uses general scientific and special research methods: induction, deduction, analysis, synthesis, dialectical method – when identifying the essence of the category of «retail»; horizontal analysis, comparison – when assessing the market of network retailer in Ukraine; abstraction, generalization, systemic, functional – in the development of a balanced scorecard for analyzing the activities of network retail. According to the results of the study, the views of scientists on the concept of «network retail» are considered; the features and differences of interpretations of the categories of «retail» and «retail trade» are indicated; the main indicators of diagnostics of the network retailer’s activities have been determined, and a balanced system of indicators for analyzing the activities of the network retail has been proposed. The activities of the network retail require some quality and comprehensive analysis and audit in order to strengthen its position in the market, its stable situation in a dynamic and powerful competitive environment. Therefore, business owners, executives, senior managers, potential investors and business partners should pay considerable attention to this in order to manage business and finance and further increase profitability.