MANAGEMENT OF A TRADING ENTERPRISE AS A BUSINESS ENTITY IN THE CONTEXT OF CURRENT TRENDS

Abstract

The article is devoted to the study of the management of a trade enterprise as a subject of entrepreneurial activity under the influence of global, technological, and social factors. Today, trade entrepreneurial structures find themselves in overly complex market conditions, which requires implementing innovative technologies, optimizing management, and working to increase customer focus.

The article defines the concepts of «trade enterprise» and «trade activity». The goals and directions of trade enterprise management are determined, taking into account the diversity of processes in trade activity. Characteristic patterns of trade enterprise management are identified, allowing for a quick reaction to market changes, orientation toward customer needs, and ensuring the continuity and efficiency of commodity circulation.

Business models in the management of modern trade enterprises are examined, which determine their place in the supply chain and interaction with customers, including the low-price model, the high-quality model, the franchising model, the multi-market model, and the online trade model. As a result of changes in the market situation for the functioning of trade enterprises, key development trends in trade enterprise management are outlined. Particular attention is paid to the implementation of digital technologies in the activities of trade enterprises. In light of this, a set of digital tools in the management of a trade enterprise is presented, along with their advantages for each area of activity.

The significant impact of the military conflict in Ukraine on the management of trade enterprises is emphasized. Key problems in the management of trade enterprises under martial law are highlighted according to the areas of management. Optimal solutions are proposed, demonstrating the expediency of integrating flexibility, adaptability, digitalization, innovations, economic, and social functions into the management of trade enterprises.