COMMERCIAL ENTERPRISE: ESSENTIAL CHARACTERISTICS, FUNCTIONS, EMPHASIS IN GROUNDING STRATEGIES FOR POLICY DEVELOPMENT

The article defines the objective reasons stipulating the substantial potential of commercial activity in Ukraine, which is characterized by increasing competition. Taking into account the results of scientists-economists’ research and other sources the essence and peculiarities of the characteristics of commercial enterprise are considered. The main functions of commercial enterprises: economic, industrial and technological, external economic, social are characterized. The determination of commercial enterprises by different characteristics depending on the factors of their operation is given. It is noted that recently on-store retailing as an alternative to commercial enterprise has been increasingly getting importance. The attention is focused on the need to take into consideration the aforementioned features and characteristics of commercial enterprise while developing strategy of its promising economic development using marketing techniques. The essence of the term “strategy” and the possibility of using different kinds of development strategies of commercial enterprise as a non-dated plan of specific activities covering a long period are considered. Operating, investing, market economic strategy, strategy of diversification and differentiation, often used in the activity of commercial enterprise are analyzed. It is proved that the development of such a strategy should be carried out taking into account the socioeconomic situation of the region in which commercial enterprise is located. The article highlights the features of the socio-economic development of Chernivtsi Oblast, changes which have recently occurred in the field of commercial activities. Current trends in the regional economy are defined. Based on the results of the development of trade in the studied region, it is conceptually shown that for a medium-term perspective the strategy for perspective economic development of commercial enterprise should be stabilizing, breakthrough and innovative