出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article is aimed at generalizing the research materials on definition of the basic stages in the formation of an efficient strategy for development of the marketing potential of trade enterprise and identifying the strategic alternatives for its development in a competitive environment. A methodical approach to forming a strategy for developing the marketing potential of trade enterprise has been proposed,which provides for the coherent implementation of the three following stages: 1 – the strategic analysis of the marketing activity of enterprise;2 – determination of the development strategy of marketing potential;3 – implementation of the strategy and control. A strategic action plan,directed to improving the performance through the implementation of the marketing potential has been substantiated,which contributes to strengthening the competitive position of enterprise in the market of trading services. A review of the scientific papers on the development strategy of enterprise has enabled the authors to allocate the strategic alternatives for development of the marketing potential of enterprise. It has been proven that specially the type of the chosen strategy for developing the marketing potential determines the possibilities for the successful operation of enterprise.
其他摘要：Метою написання статті є узагальнення матеріалів дослідження щодо визначення основних етапів формування ефективної стратегії розвитку маркетингового потенціалу торговельного підприємства та виявлення стратегічних альтернатив його розвитку в умовах конкуре
