Deyneka O. Forming of development marketing strategy of retail chain enterprise

Object: process of forming of marketing strategies of retail chain enterprises. Purpose: grounding of conceptual principles and developing of practical recommendations to forming of marketing strategies of retail chain enterprises. Methods: dialectic, theoretical generalization and comparison, tendencies identification, systematic, abstract logical, expert evaluation, personal interview, content analysis, competitor investigation. It is offered: first: the model of creation and developing of retail chain enterprises is formulated with identification of its main ideas, principles and requirements to successful realization, which finds out the connection of strategic field of development marketing strategies with appropriate retail chain enterprises; it is improved: terms of retail chain enterprise as a complicated space system; identification of development marketing strategy in wide understanding from strategic management angle; theoretical grounding of two vectors of forming of aims and tasks of development marketing strategy of retail chain enterprises; principles of marketing interrelations with proving the necessity of database creation of loyal customers; gathered subsequent development: theoretical grounding of consolidation stage of retail market in Ukraine on the basis of trait research of the market on each stage of development as well as ways of development of retail business on micro level; approach of identification of development marketing strategy of retail chain enterprise on the bases of researched trend of customer expectation reorientation towards decreasing expenses and also comparative analysis of two models of consumer behavior of Ukrainians; identification and clarification of terms of category management, forming of the conceptual scheme of integrated management of product mix and creation of the vertical integrated team in context of category management.Sphere of the use: trade enterprises.