DEVELOPING THE EXPORT POTENTIAL OF DOMESTIC ENTERPRISES IN TERMS OF EUROPEAN INTEGRATION

The effective functioning of the internal market is one of the determinants that forms endogenously oriented model of development of Ukraine. Increase the competitiveness of the national economy depends on the development of foreign economic activity, including stimulation of export potential and cooperation with strategic partner’s countries. The export potential of the enterprise is the basis for the development of the foreign economic strategy, and its factors determine the procedure for the formation of the strategy. The essence of concepts of "export" and "export potential" as economic categories are considered in the article. The components of the export potential of the enterprise, the basic principles and factors of influence on it are distinguished. The dynamics and modern tendencies of export development of woodworking industry of Ukraine are investigated, key partner countries are determined. Identified factors that restrain the development of the export potential of the woodworking industry and reduce the competitiveness of Ukraine's economy on the world market. Measures have proposed to stimulate the development of export potential of domestic wood processing enterprises, the use of which, in the end, will lead to intensive development of export potential of the investigated branch. The main barriers to effective use of export potential in the field of implementation of the FTA with the EU are: outdated material and technical base and high degree of deterioration of the existing production potential; imbalance of the internal market; cost-effectiveness of wood processing in Ukraine; differences in technical and sanitary standards; the prevalence of exports of untreated wood; import dependence of the industry. The established recommendations, the introduction of which will enable to accelerate the development of export potential: export diversification; import substitution; implementation of the Institute of the Authorized Economic Operator in Ukraine; European Certification System for Wood