ПРОЦЕС ФОРМУВАННЯ ІМІДЖУ ПІДПРИЄМСТВА

Abstract

UDC 339.138; JEL Classification: М 31Purpose: to improve the process of the enterprise image forming on the basis of taking into account the stage of enterprise life cycle. Methodology of research: IDEF0 functional modeling method – for a graphical representation of the composition and structure of the image formation process of the enterprise, depending on the stage of its life cycle. Findings: the article substantiates that the content and sequence of stages of the process of the enterprise image forming are determined by the stage of its life cycle. It is proved that the image is formed by the enterprise “from scratch” in two cases: 1) at the stage of launch when the enterprise enters the market; 2) at the stage of decline, when the image requires a fundamental restructuring. In the transition to the subsequent stages of the life cycle, the task of the enterprise is either to improve the image (at the growth stage), or to maintain it at the achieved level (at the maturity stage). Creation, improvement or maintenance of the image should be carried out through the use of activities identified by the elements of the marketing mix, which correspond to the current stage of the life cycle and the level of the enterprise image. Thus, the process of the enterprise image forming is proposed, the number and content of the stages of which are determined by the stage of the enterprise life cycle. Modeling of the process is based on graphical notation IDEF0. Originality: the process of the enterprise image forming has been improved. It has been presented using the function modeling method IDEF0. It is different from the existing ones as it takes into account enterprise’s life cycle stages. Practical value: knowledge of the sequence and content of the stages of the image formation process will allow the enterprise to construct the desired image, which guarantees long-term functioning and success in the market.