Shymko O. Organization of the Textiles Trade in the Conditions of Market Economy.

This candidate theses deals with the solution of theoretical, methodological and applied problems concerning the organization of the textiles trade on the base of the marketing conception. The main approaches to understanding of essence, the social and economic role, peculiarities of functioning and the tendencies of the trade development in the conditions of market economy were generalized in this work. The modern state and the perspectives of the textiles consuming market in Ukraine and abroad were researched. The state and trade organization effectiveness were analyzed from the point of view in providing adequate trade service. The recommendations concerning formation of assortment, price and trade enterprises communication policy, textiles merchandising were worked out in this work. The segmentation is put into practice and the consumers' textiles types are elaborated. The peculiarities of the textiles demand and the reasons of their purchase, textiles demands and the level of the different consumers' segments trade service are researched; the strategies of the enterprises' situation oriented on it are elaborated. The directions of the competitive environment formation and the retailed trade enterprises' competitiveness providing in the textiles market are substantiated in the work.