Ponomaryova N. The estimation of marketing instruments influence on automobile enterprise competitiveness management

Object of the study – management process of automobile enterprise’ competitiveness in conditions of its functioning in competitive surroundings. The Purpose – the theoretical motivation and development of methodical approaches for providing high competitive position of automobile enterprise on the market with marketing functions using. The Methods – qualitative analysis, economic and mathematical modelling, mathematical statistics’ methods, method of expert estimation. Practical importance of the got results consists in that their introduction will be promote the accommodation of activity of automobile transport enterprises to the terms of competition relations at the market. The Degree of the introduction – the row of the offered positions of dissertation is inculcated in practical activity of the Ukrainian enterprises. Some positions of dissertation are applied in the educational process of the Kharkov National Automobile And Highway University. Scientific novelty of the got result – the method of estimation of automobile enterprise’ competition position have been grounded; the index of automobile enterprise’ efficiency of functioning is offered; the matter of terms «marketing strategy» and «image of enterprise» have been improved; the theoretical approach to consideration of fourlevel conceptual chainlet: «competition» – «competitiveness» – «competitive advantage» – «competition position» have been improved; the scheme of organizational-economic mechanism of enterprise’ strategic marketing activity have been improved; the scheme of forming process of integrated marketing strategy have been improved; the bases of automobile enterprise’ competition position estimation have been improved; found further development the marketing complex and also the theoretical approach to determination and grounding of character of intercommunication and interdependence of concepts of competitiveness and image of automobile enterprise found further development The branch of using: the automobile transport activity.