MARKETING JUSTIFICATION OF MEASURES FOR STABILIZATION OF ECONOMIC SYSTEMS OF UKRAINE IN THE POST-WAR PERIOD ON THE BASIS OF THE SHARING ECONOMY

Abstract

The article proposes a marketing justification for measures to stabilize the economic system of Ukraine in the postwar period on the basis of the sharing economy by implementing the principles of responsible consumption of goods and services due to significant destruction of industrial and social infrastructure and shortage of material and financial resources. It is established that among the tools for overcoming the crisis is the introduction of the principles of responsible consumption, which cover the state, commercial and individual levels, as irrational methods of production and consumption reduce economic growth. It has been proven that the competition will be won by those enterprises and companies that are the fastest to adapt to the post-war reality and offer such marketing business models in which saving material and financial resources, processing and reuse of goods will be a priority. The expediency of focusing marketing research on the trends of responsible consumption, which is currently developing dynamically within the sharing economy, has been confirmed. The current trends and features of the development of the sharing economy in the world as an effective socio-economic business model are analyzed. The peculiarities of the economy of shared consumption are considered and the specifics of functioning of the most widespread sharing services and platforms are analyzed. The factors influencing the popularization of the economy of common consumption in society are determined. The expediency of further introduction and development of sharing services in Ukraine has been proved, which is confirmed by the dynamics of the global consumer market, which is projected to grow more than 20 times by 2025. The key provisions of the business model of the consumer economy, which should be taken into account when developing marketing measures to intensify its implementation and further development in Ukraine, have been clarified.