Abstract
The essence of the concepts: "concept", "conceptualization", "conceptual model" is characterized. The conceptual approach to the management of risk resistance of a retail trade enterprise has been improved, which involves the use of a system of interrelated theoretical and methodological provisions regarding the idea, laws, goals, tasks, principles, functions, categories, methods of influence and methodology of risk resistance management. A comprehensive system of risk management principles of a retail enterprise has been formed, which integrates general and specific principles. The author's reasoned position regarding the consideration of the essence of the concept of "risk resistance", which boils down to the need to consider it as an internal property of the risk management system, which contributes to ensuring the target level of performance of the retail trade enterprise under the negative influence of a wide range of external and internal factors. A model of communication of management, marketing and risk management functions at a retail enterprise has been developed. The methods of risk management in retail enterprises are characterized (avoidance (rejection of risk), localization, dissipation, compensation, retention, transfer (outsourcing), reduction).
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