МЕТОДОЛОГІЧНІ АСПЕКТИ ФОРМУВАННЯ ЦІНОВОЇ ПОЛІТИКИ НА ПІДПРИЄМСТВІ

Abstract

The article studies and systematizes the theoretical and methodological aspects of price policy management in the modern market environment, emphasizing its importance for maintaining competitiveness, profitability, and overall financial stability. It examines various definitions of "pricing policy" and proposes its interpretation as a set of managerial actions aimed at optimizing prices to meet both strategic and tactical business objectives. The study defines the methodology of pricing policy as a system of interconnected rules, principles, and procedures, that account for internal and external factors, ensuring price flexibility, adaptability, and overall effectiveness in a dynamic market environment. This research aims to enhance the existing approaches to pricing policy by introducing a cyclical methodology that allows for continuous analysis, fine-tuning, and adjustment of pricing strategies over time. The proposed model integrates key stages such as comprehensive market analysis, decision-making processes, pricing implementation, and consistent post-implementation monitoring. The study employs an analytical method, reviewing a wide range of existing literature on pricing strategies, market dynamics, and price management to identify current gaps and propose concrete improvements. The results highlight the growing importance of a flexible, adaptive pricing strategy that not only reacts to market changes but anticipates shifts, ensuring sustained competitive advantage and long-term financial stability. It has been firmly established that enterprises today require a more dynamic pricing approach, which involves regular and strategic price adjustments based on evolving competitive conditions, consumer behaviors, and fluctuating market demands. The theoretical contribution of the article lies in the refinement and further development of pricing policy management, while the practical implications provide enterprises with actionable tools and frameworks for implementing adaptive pricing strategies in real-world scenarios. The originality of the research is evident in the development of a cyclical model that enhances the responsiveness of businesses to market fluctuations and varying consumer needs. Future research may explore the application of this model in specific industries or test its efficacy across different market environments.