The object of research:the process of obtaining the structure characteristics by ice-cream market in Ukraine that effects the efficiency of ice-cream producers activity .The aim of research:the revealing of structure process functional identification at the ice-cream market and the conceptual approach formation for the increase of ice-cream producers activity under the conditions of changing market environment. Thе method of research:abstract and logical, analogy and conformation, historical and logical, statistical and economical, index and graphic, induction and deduction, analysis and synthesis, monographical, mathematical programming , stimulation modeling. The theoretical and practical results:the scientific results , conclusions and recommendations that are formulated in the thesis are being used while developing social and economical policy , legal documents in the sphere of ice-cream market regulations ; standards of product quality assessment , state promotion of ice-cream export. Thescientific novelty: organizational and economical aspects of ice-cream quality stablesystem monitoring at the national level has been created. The thesis methodologically substantiates the expediency of commodity output as concentric diversification aimed to load industrial facilities more even; distribution of marketing expenditures in the periods of seasonal demand fluctuation that are based on fund capacity indices analysis, power consumption and sold products marketing capacity. The author has improved: the list of factors that determine the success of enterprise economic activity at the structural market basis; close by their traditional content (cost of materials, development of manufacturing technology and the character of market competition) the level of enterprise specialization based on the productive and marketing activity has been introduced; the opportunity of products certifying at the external market; the marketing logistics expense and opportunity to monitor the products quality in retail trade; the interpretation of structural market concept. The spheres of structurezation development ,close by competitive environment, the spheres of products structurezation by market operators specialization feature; methodological aspects of vertical progressive an regressive integration prospect assessment, the optimization of certain sales channels part that are based on empirical elasticity coefficient; the grouping of ice-cream market operators (by the character of trade mark possession, manufacturing capacity availability and strategic object priority) the strategic restrictions in the sphere of marketing economic decisions by group operators have been established. Introduction:the results of investigations have been used by the Department of agro-industrial development of the Zhytomyr State Regional Administration when calculating the development of food market indices and price parameters coordination at the dairy products market, development of recommendations for agro-industrial and produce processing enterprises as to the process of high technology milk production organization. Efficiency: the results of the investigation form the proposals considering social and economical policy development, legislative documents in the sphere of ice-cream market regulations , methodology an d standards of product quality assessment, taxation , state promotion of ice-cream export. The sphere of application: Chief departments of economy and agro-industrial development, the Department of agro-industrial development of the Zhytomyr State Regional Administration, manufacturing enterprise.
