АНАЛІЗ МЕТОДІВ ЦІНОУТВОРЕННЯ ТА ОСОБЛИВОСТЕЙ ЇХ ЗАСТОСУВАННЯ НА ЕЛЕКТРОПОСТАЧАЛЬНИХ ПІДПРИЄМСТВАХ

Abstract

The article examines the peculiarities of the liberal model of the electricity market in Ukraine. The dynamics of the number of enterprises that perform the functions of electricity suppliers on the domestic electricity market during 2019–2022 were determined. It is justified that special attention should be paid to the systematization of existing pricing methods in order to determine the possibility of their application at electricity supply enterprises in the conditions of market liberalization. The specific features of the application of pricing methods at electricity supply enterprises are characterized. The division into three groups of pricing methods, including the following: cost, parametric and market. The specifics of the electricity market products were determined in order to choose pricing methods that are suitable directly for electricity supply enterprises. A critical analysis of the following pricing methods was carried out: the full cost method, the direct cost method, the target pricing method, the specific rate method, the marginal cost method, the break-even method, the method of three estimates, the method of following market prices, the method of following firm prices – market leader, method of calculation based on accepted prices, method of regression analysis, method of price premium, method of prestigious prices, method of competition, method of targeting competitors, tender method (sealed envelope method) of pricing, method of estimating the maximum acceptable price, method of experience curve, method of zonal pricing, method of exchange pricing. It was determined that not all pricing methods can be applied at electricity supply enterprises, taking into account the difference in the specifics of the work of each of their types. It was established that the least number of recommended methods are available to electricity suppliers who sell electricity at free prices, which is due to the specifics of their work in terms of sensitivity to price changes on the electricity market, therefore, when pricing, they cannot afford to neglect forecasting of future periods and market conditions.