MODERN ASPECTS OF ORGANIZATION OF ENTERPRISES’ GOODS DISTRIBUTION SYSTEMS

Abstract

Urgency of the research. The use of marketing technologies in the formation of goods distribution channels is a topical issue in the context of organizing a rational system of commodity circulation and establishing a long-term cooperation which involves all its members. Target setting. Traditional distribution channels are not sufficiently effective in modern conditions of management, therefore, at the expense of labor division and successful cooperation, it is necessary to achieve the most effective performance of functions by the participants of the distribution channel. Actual scientific researches and issues analysis. The study of the marketing distribution system has been carried out in the works of such scholars as O. A. Bilovodska, V. A. Hertsyk, A. F. Pavlenko. Uninvestigated parts of general matters defining. The influence of relationships marketing concept on the activity of forming goods distribution systems requires additional study. The research objective. The purpose of the article is to study the influence of goods distribution system on ensuring the effective functioning of business entities and improving marketing relationships of all members of the distribution channel. The statement of basic material. The influence of marketing distribution systems on the competitiveness of an individual enterprise is being investigated; the need for their effective formation and functioning is being substantiated. The implementation of relationships marketing concept has been proposed, which will help to establish a long-term cooperation of all subjects of the distribution system and will be the basis for the formation of production and distribution systems in market conditions. Conclusions. The necessity of establishing a long-term cooperation of all participants of the distribution system on the basis of implementation of relationships marketing concept, that meets the existing requirements of the market, has been substantiated.