COMPETENT MANAGEMENT OF RELATIONS WITH SUPPLIERS AND CONSUMER BEHAVIOR IN THE PROCESS OF DIGITALIZATION OF THE MARKETING STRATEGY OF A TRADE ENTERPRISE

Анотація

Annotation. The publication is devoted to the study of the features of the competence support of personnel in the digitalization of the processes of establishing relations with suppliers and managing consumer behavior in the process of implementing the chosen marketing strategy of a trading enterprise, including in the conditions of constant changes in the market situation. The emphasis is made on the formation of effective channels of interaction with suppliers and consumers of services of commercial enterprises based on the possession and successful use by the staff of a set of competencies, the ability to solve professional tasks at the level of modern requirements. The essence of the categories of “professional competence” of personnel activities are clarified, in the context of the professional activities of personnel involved in solving the problem of digitalization of strategic business processes of trading enterprises. Based on the generalization and practical use of experience in forming an abstract model of professional competencies, a distinction is made between professional knowledge and experiential and communication skills of performers of the main functions in the named field of activity. The study proposes an innovative model of professional competencies for specialists in the field of digitalization of trade, focused on overcoming crisis challenges. The content of performing professional functional duties in conditions of crisis fluctuations in demand and adjustments to market conditions is being clarified. Anti-crisis mechanisms are proposed, including the use of digital technologies to stabilize marketing strategies - from social media and online sales to the organization of contactless services, which allows stabilizing the operation of retail chains. Special emphasis is placed on the methodology for forming the model, which includes stages from defining goals through the analysis of successful practices and corporate strategies to the application of the AKEK method, which integrates hard skills (professional skills) and soft skills (interpersonal competencies) through tools such as DACUM analysis of professional tasks and the KODE® - competency atlas for deductive modeling. An acmeological approach to competency modeling is proposed, which takes into account the stages of professional growth of an individual under stress, the practical value of which is manifested in its adaptability to HR systems, which makes it possible to form a team with a balanced ratio of technical skills and emotional intelligence, which are critical for business survival in the era of digital transformations and global uncertainties. Keywords: professional competencies, marketing strategy, supplier relations, consumer behavior management, digitalization, retail enterprises.

Класифікація

Ідентифікатори

Схожі роботи