MECHANISMS OF PUBLIC MARKETING AND THEIR INFLUENCE ON THE PRICING PROCESSES OF NATURAL MONOPOLIES

Abstract

At the present stage, the enterprises of housing and communal services are in a state of crisis. Enterprises of housing and communal services operate as natural monopolies. About a third of the water supply and sewerage networks are in emergency condition. Needs replacement of 40% of pumping equipment. More than half of the cities with a population of more than 100 thousand people are supplied with drinking water not around the clock, but on schedule. In some regions, non-compliance of drinking water samples with the requirements of the state standard for chemical and bacteriological indicators was recorded. The unsatisfactory technical condition of water supply networks leads to secondary contamination of drinking water and the threat of infectious diseases. The total cost of energy resources for the provision of public services is 2-3 times higher than in the EU countries. The main reason for the industry's problems is the imperfect system of setting tariffs for services. It is necessary to consider the possibility of increasing the efficiency of the provision of housing and communal services and reducing their cost. In the conditions of operation of natural monopolies, in particular, railways, public utilities, highways, etc., the principles of pricing change. The influence of public marketing systems on the formation of the price of natural monopolies is the only effective mechanism for ensuring effective pricing in Ukraine today, which has both an important socioeconomic significance and an impact on ensuring the national security of the country. The article analyzed the marketing mechanisms used in the pricing system for natural monopolies. It is noted that the regulation of natural monopolies is one of the priorities of public administration. Accordingly, given the relevance of the issue of using public marketing mechanisms in the pricing system of natural monopolies on the example of water supply companies, the need to find effective ways to rationalize the processes of regulating the activities of natural monopolies is determined, which will be the subject of further research.