COMMERCIAL FUNCTION AS A BASIS FOR EFFECTIVE COMMERCIAL ACTIVITY OF A TRADE ENTERPRISE

Анотація

To improve the management quality of retail chain commercial activities it is necessary to develop methodological principles for evaluation of the enterprise commercial function effectiveness by determining the integrated indicator based on the system of generalized and partial indicators of organizational and economic nature.
\nThe research of modern scientists' view concerning the essence of the notion "commercial function" is systematized in the study. The conceptual interpretation of the commercial function is presented as a set of general management functions for managing a set of interrelated business processes (operations) of value chain creation.
\nThe study showed that the key role in building this chain, meeting the needs of consumers and gaining income belongs to the commercial function, which determines the priority of distribution of commercial business processes.
\nThe received findings provide an opportunity to form a three-dimensional model of dependence of the commercial function of a trading enterprise on three main factors: assortment policy, logistics, and personnel management.
\nAn expert survey was conducted by the authors which involved financial, commercial and marketing directors, managers of the operational department and confirmed the author's conclusions about the sustainability of such parameters of influence on the efficiency of commercial activity as the general economic situation and monetary policy in the country, the competitiveness degree in the industry. In addition, respondents noted a conditionally objective impact of customer-oriented management and control of material and technical base of a commercial enterprise on commercial effectiveness.
\nOf decisive importance to the quality of the commercial function control are such variables as management of commodity provision, work with suppliers and personnel.
\nThe current improvement of product policy, logistics and personnel management should take into account the latest trends in the economic science and base on the concept of improving process-oriented management of commercial activity, organizational structures and business units and updating the motivational mechanism as an effective tool of personnel management.
\nThe structure of the commercial activity management is effective only when the interaction and subordination of all the elements of an integrated system of a commercial enterprise are taken into account. The basis for the efficient operation of a commercial enterprise is a high level of implementation of the commercial function, which besides а purely commercialaspect includes, technological, economic and financial components.

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