MARKETING STRATEGIES OF ENTERPRISES IN UKRAINE RETAIL ELECTRONIC COMMERCE

Marketing strategies of the retail e-commerce companies are the driving force behind the implementation of a set of dominant marketing principles and the choice of marketing tools to address the weaknesses of the enterprise. The main role played by the retailer's e-commerce company in choosing a marketing strategy consists of delivering the goals that must be achieved. Marketing strategies are divided into types depending on the timing of implementation, competitive advantages, the competitive position of the online company and its competitors, the competitiveness of the enterprise and the attractiveness of the market, the degree of market segmentation, the elements of the marketing complex, the state of the market demand etc. The retail e-commerce market is developing at a rapid pace, which has led to the emergence of new retail e-commerce participants and the use of hybrid marketing strategies. The chosen topic is a matter of high relevance due to the formation of new types of marketing strategies on the Internet according to the types of the retail e-commerce subjects, which are focused on the creation and maintenance of a sustainable competitive advantage. Various approaches to the development of a marketing strategy for the retail e-commerce companies allow you to analyze both the marketing indicators of enterprises in general and a specific marketing initiative, regardless of the sphere of economic activity. There are new business models within the Internet system formed under the influence of global changes in the retail trade, the intensification of industry competition and the speed of new achievements. An enterprise becomes competitive if its consumers participate in electronic trade. Competition from the production zone is concentrated in the sphere of services (products)’ and consumption promotion. a matter of high relevance due to the formation of new types of marketing strategies on the Internet according to the types of the retail e-commerce subjects, which are focused on the creation and maintenance of a sustainable competitive advantage. Various approaches to the development of a marketing strategy for the retail e-commerce companies allow you to analyze both the marketing indicators of enterprises in general and a specific marketing initiative, regardless of the sphere of economic activity. There are new business models within the Internet system formed under the influence of global changes in the retail trade, the intensification of industry competition and the speed of new achievements. An enterprise becomes competitive if its consumers participate in electronic trade. Competition from the production zone is concentrated in the sphere of services (products)’ and consumption promotion.