research object: process of sale activity of enterprises of light industry, which takes place by electronic commerce; purpose of work: development of theoretical positions and practical approaches on forming of sale activity of enterprises in the conditions of development of information technologies; research methods and apparatus: methods of theoretical generalization, comparative analysis, methods of swot-analysis, expert estimations, methods and receptions of economic analysis: tabular, comparison, graphic, multidimensional analysis: cluster analysis, diskriminantniy analysis and method of taksonomii, game theories; theoretical and practical results: forming of sale policy of enterprises-producers on conditions of the use of modern information technologies, improvement of structure of intercommunications of models electronic commerce, maintenance of sale policy of enterprise, with the use of information technologies and clarification of concept «Electronic sale», tactical measures relatively: formings of assortment of commodity and establishment of prices on him in the mode of on-line; choice of optimum structure of the distributing ductings: direct internet-sale or through internet-mediators; developments of complex of advancement with by the help of internet-marketing; use of logistic approach in relation to transporting, warehousing and sale products, strategic analysis of factors of external and internal environment by the complex and system methods of swot-analysis; analysis of strong and weak sides of elements of sale activity of enterprises of light industry and construction of matrix of type of strategic advantages of separate parameters on-line of sale; model of forming of the system of electronic sale of enterprise light industry, methodical providing of process of forming of sale policy, in the conditions of development of internet-technologies, methodical approach on forming of the system of sale by on-line technologies; technology of choice of the most effective model of electronic sale taking into account possibility uses of direct or two-tier channel of distribution; methodical providing of ground of selection of expedient volume of on-line sale taking into account the most substantial factors which have an influence on on-line – sale: charges on delivery of order and internet-marketing; consumer preferences in relation to a price, quality and presence of certification of commodity; degree of introduction: results researches found the practical use: ground of opening of virtual shop – in OAO the Sewing factory the name of Tinyakova, introduction of strategy of pricing on products in on-line space – in LTD. «The Kharkov sewing factory «Elite»; sphere of the use: introduction on enterprises and in organizations of different industries, educational process.
