MANAGEMENT OF COMMUNICATION PROCESSES OF ENTERPRISES IN MODERN CONDITIONS: MOTIVATIONAL ASPECTS OF INTERACTION WITH CONSUMERS

Purpose. The purpose of scientific work is to study the communicative processes of enterprises in modern conditions, taking into account the motivational aspects of interaction with consumers and change their behavior in the market of goods and services. To offer perspective directions of cooperation of enterprises with consumers of goods and services in modern conditions of market development and means of their achievement. Method. The methodological basis of the research is the scientific work of foreign and domestic authors on this issue, materials of the State Statistics Service of Ukraine, the Ministry of Finance of Ukraine, and other information available from official sites. The authors believe that the motivational aspects of interaction with consumers on goods or services of enterprises, in modern conditions of development of the national economy, under the influence of different factors, can be activated because of their motivation. Results. The article examined the essence of the communication processes of enterprises, the general value for consumers, the aggregate flow for them and the total costs that allow them to make a comparison and make a final decision on the purchase of goods or services. The authors proposed basic conceptual principles that will influence the motivation of consumers to buy certain goods or services of enterprises and means of their achievement. This will create new opportunities for more successful interaction between enterprises and consumers, increase their satisfaction, combine the objectives of economic behavior of market participants of goods and services, and reduce risks for participants of such processes. Scientific novelty. The authors have proved that in the current economic conditions consumer behavior will become evolutionary. Enterprises should take into account different aspects of such evolution, including motivational aspects. The article proposes a number of practical measures and means of their achievement for practical implementation by enterprises. Practical importance. Implementation of perspective directions of cooperation of enterprises with consumers of goods and services offered by authors in practical activity in modern conditions of market development and means of their achievement - will increase volume of sales of goods and services, will activate market demand, will provide innovation development of enterprises, better balance interaction of market participants, increase level of satisfaction of consumers etc.