ЗАБЕЗПЕЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ ТОРГІВЛІ В УМОВАХ ІНФОРМАЦІЙНОЇ ЕКОНОМІКИ

Abstract

It is established that any business entity for effective functioning and assessment of prospects must have information about their own competitive advantages, which allows them to identify strengths, choose strategies and tactics of behavior appropriate to the realities of modern market processes. The characteristic of strategic directions of ensuring the competitiveness of trade enterprises is given, which allows to focus on improving the efficiency of intellectual capital as the main factor of growth in the information economy. The strategic directions of ensuring competitive advantages are determined by: formation of a vision of prospects and features of cooperation with public administration bodies; improving the socio-economic situation; development of practices-cooperation with competing enterprises, forecasting and meeting the strategic needs of consumers, the formation of new needs. The conditions for maintaining the competitive advantages of trade enterprises and measures to support them are substantiated, which determines the strategic focus of their activities on creating a favorable environment and innovation infrastructure. The proposed approach is a permanently important prerequisite for the formation of priority areas of innovative development of trade enterprises in the production and implementation of universal and specific solutions in the field of strategic management and the formation of competitive advantages. It is emphasized that in the current conditions of innovative development it is necessary to form the necessary economic changes to maintain the level of competitiveness, in particular to take into account the benefits and achievements of the information economy. The proposed measures will increase the effectiveness of information and analytical support for innovation activities of trade enterprises by creating an analytical environment based on information retrieval systems. The introduction of such provisions allows all trade enterprises to develop new competitive advantages in the formation of leading positions in the market of goods and services, improve access to information and cooperation between the subjects of the innovation process.