Modeling of enterprise competitiveness management system on the basis of marketing in the conditions of changing consumer preferences and development of innovative entrepreneurship

Relevance of the research topic. Research on the modeling of enterprise competitiveness management system based on marketing in the face of changing consumer preferences and the development of innovative entrepreneurship is due to the lack of a single methodology for determining its own competitive potential with a clear focus on market conditions and competitive risk. Formulation of the problem. When modeling the system of enterprise competitiveness management on the basis of marketing in the conditions of changing consumer preferences and development of innovative entrepreneurship, competitive advantages must be: significant in terms of competition, meet the main factors of success; be resilient in an unstable environment, have inaccessibility to be reproduced by competitors, etc., which requires further research. Setting the purpose and objectives of the study – to study the modeling of enterprise competitiveness management system on the basis of marketing in the conditions of changing consumer preferences and development of innovative entrepreneurship. Research method or methodology. The historical–logical method is used in the article; method of systematization, classification and theoretical generalization; method of logical analysis and synthesis. Presentation of the main material (research results). It is proved that the modeling of the enterprise competitiveness management system on the basis of marketing deserves attention when approving the plan of long–term perspective development in unstable dynamic conditions of changing consumer preferences and development of innovative entrepreneurship. The introduction of innovation–oriented enterprises in the competitiveness management system can help strengthen their competitive position in a risky competitive globalized marketing environment, as well as increase the overall level of competitiveness, as well as benefit from the effective use of competitive assets and competencies. Field of application of results. The results of the study can be used in the practice of modern innovation–oriented enterprises to increase the level of socio–economic efficiency. Conclusions. It is substantiated that the improvement of strategic directions of realization of actual competitive advantages is based on strategies of marketing management of competitiveness. It has been proven that maintaining competitive advantage requires innovation–active enterprises to take a global approach to strategies