Abstract
The article analyzes the interconnection between pricing strategies and enterprise competitiveness in modern market conditions. A comprehensive examination of pricing strategy and pricing policy concepts is conducted, highlighting their significant role within the broader corporate strategy framework. Various pricing strategies are thoroughly investigated, with their impact on a company's competitive position being critically assessed. The study presents a detailed characterization of different pricing strategies, including premium, penetration, competitive, differentiated, dynamic, bundle, and costplus pricing. Each strategy's influence on competitiveness is evaluated, with specific advantages and potential drawbacks being identified. It is noted that the selection of an optimal pricing strategy depends on factors such as product specifics, target audience, market conditions, and overall business objectives. A schematic model illustrating the interconnection between pricing management and enterprise competitiveness is developed. This model demonstrates a holistic approach to pricing, revealing how pricing decisions affect various aspects of business performance and competitive standing. The growing importance of flexibility and adaptability in pricing approaches is highlighted, particularly in the context of rapid technological advancements and shifting consumer preferences. It is suggested that leveraging these tools can significantly improve a company's ability to implement dynamic and responsive pricing models, thereby enhancing competitiveness. The research provides valuable insights for both academic researchers and business practitioners, offering a theoretical framework and practical recommendations for developing and implementing effective pricing strategies to enhance enterprise competitiveness in the modern business landscape. It is argued that companies must adopt a comprehensive approach to pricing management, considering both internal capabilities and external market factors. The findings contribute to the broader understanding of strategic pricing in the context of overall business strategy and market dynamics.
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