FORMATION OF THE COMPETITIVE ADVANTAGES OF THE ENTERPRISE ON THE BASIS OF MARKETING OF VALUES

Abstract

The study is devoted to the study of competitiveness in the modern conditions of the dynamically developing market. The relationship between competitiveness and marketing is substantiated. Systematization of existing views and approaches to determining competitiveness has been carried out. The main characteristics that act as a key parameter, a factor that determines the level of competitiveness of the economic system of one or another level are highlighted. The use of the methodology of system analysis allows to overcome the contradictions that have arisen in the analysis of competitive advantages. The task of increasing competitiveness can be successfully solved only with the coordination of purposeful and effective actions of the state and domestic business. The theoretical and methodological provisions of the company's competitiveness have been specified, taking into account the principles of the value approach within the framework of relationship marketing, including: the content of the company's competitiveness has been revealed as a comparative characteristic that reflects its ability to create value together with the consumer based on the integration of the consumer's experience of using the product (service) and key competence organizations; a model of interaction between the company and the consumer has been developed, which ensures an increase in the company's competitiveness due to the development of consumer loyalty in the process of joint value creation. The need and importance of the formation of a value approach to the competitiveness of the enterprise as a comparative characteristic reflecting its ability to create value together with the consumer is substantiated, as well as the development of an interaction model, clarifying the theoretical and methodological provisions of the competitiveness of the enterprise taking into account the principles of the value approach. The results of the theoretical and methodological studies carried out by research and production enterprises and organizations in the development of approaches to ensuring the competitiveness of the company, creating consumer value, and developing relations between the company and the consumer. The process of evolution from understanding value creation in terms of product or service orientation, which is the dominant logic in marketing and strategy, and moving towards considering value co-creation in terms of the receiving experience opens up striking new possibilities for researchers. This new approach also allows us to challenge deeply held beliefs about some marketing issues.