TRADE AND RESTAURANT BUSINESS SPHERE IN RURAL AREAS OF UKRAINE: STATE, PROBLEMS AND DEVELOPMENT PROSPECTS

Rural social infrastructure is the material and organizational basis for satisfaction of vital needs of population. However, unsatisfactory economic and social conditions influence the extinction of village, extend the continuous unsettled zones of rural territories, scatter and reduce the level of provision of social infrastructure objects. In order to stop the negative processes in social infrastructures of village, the complex of measures in relation to the improvement of maintenance of villagers should be taken, the practical steps for saving and increasing the material base of social infrastructure should be worked out, in particular trade and restaurant economy.The article is concerned with research of the current situation in trade and restaurant economy in rural areas of Ukraine and determination of the problems of their development. The statistical analysis of data from the State committee of statistics was conducted, the indexes of development were calculated, a structural analysis was performed and basic progress of trade and restaurant economy trends in rural areas was determined.It is educed that the consumption market of rural locality in Ukraine is characterized by a limit of goods assortment, by in-depth tendency in relation to the problem of goods’ quality and its correspondence to the standards of food safety, by low purchasing power of villagers, and also by closing of retails’ networks.As for restaurant economy, it is well-proven that the change of the system of administrative management resulted in the redistribution of rights and duties of regional administrations and their vertical relations with central government bodies and enterprise structures. In the past the chain development, providing separate contingents of employees and students, was centrally planned. At present, when considerable amount of industrial enterprises has stopped working and the objects of social infrastructure became the communal property, regulation of food supply is controlled neither by the management of industrial enterprises nor by local authorities. Therefore, the development of restaurant economy under the new conditions requires the modernization of control system both on nation-wide and regional levels and at the level of separate enterprises and organizations.Thus, use of new approaches to management of trade and restaurant economy development, improving the state regulation methods will allow to renew and strengthen infrastructural potential, optimize financial flows, increase the level of satisfaction of respective necessities of rural population on this basis, promote the role of industries in providing the complex of social development of regions, to create background for attracting the investments