ESSENTIAL CHARACTERISTICS OF PRICING AT ELECTRICITY SUPPLY COMPANIES

The article examines the place of electricity supply enterprises among trade enterprises in Ukraine. The importance of forming an effective pricing strategy and tactics for goods or services produced or provided by an energy industry enterprise was determined. It was revealed that the definition of the essence of pricing at electricity supply enterprises remains logically incomplete, which complicates this process. The main approaches to the interpretation of the concept of "price" and "pricing" have been studied. It is proposed to define the concept of price for electricity supply enterprises – it is a monetary reward that electricity suppliers are willing to pay to producers, which is determined on the basis of the interaction of the laws of cost, demand and supply at a specific time when an agreement is concluded between the electricity supplier and the producer. The purpose of the study is to unify and systematize approaches to determining the essence of pricing at electricity supply enterprises. In the conditions of the instability of the development of enterprises and with the strengthening of the European integration processes of the economy, there is an urgent need to ensure the continuity of activity, which may depend on the effectiveness of the price policy. The sphere of trade in Ukraine is a defining type of activity in the sphere of circulation, which is an intermediate link between the production and consumption of goods and services and ensures a balance between them. The existence of a large number of sellers determines the need to manage the pricing process at the enterprise. According to the data of the State Statistics Service of Ukraine, in the total number of economic entities of Ukraine, in recent years, the largest share belongs to enterprises of wholesale and retail trade. A separate segment of trade enterprises are electricity supply enterprises that provide exchange on the electric energy market and have been operating in Ukraine for a while now. In the conditions of the market economy, for the efficient and profitable operation of the enterprise, it is necessary to choose the most effective strategy and pricing tactics for the goods or services that the enterprise produces or provides.