Solomakha I. Features of formation and development of floristic enterprises in the domestic market of floricultural products

The concept, structure, functions and methodological principles of the functioning and development of floral market, as an integrated socio-economic system in the context of the increasing integration, has been disclosed in the dissertation. The classification of the floristic markets system has been conducted on the basis of allocation of its most important characteristics and types of markets. Features of the formation and development of floricultural products submarket have been investigated. The basic methods of markets capacity estimation have been summarized, and authors methodological approach to the specific needs of the region in floricultural products by determining the average annual number of flowers on one inhabitant of the region have been proposed. Methodological approaches of psychographic segmentation of the floricultural products market by the concept of "Emotions market" has been improved. System of marketing activity of floral and decorative products manufacturers has been substantiated in order to improve consumer culture, formation of market demand and efficiency of the operations. Trends in the formation and development of enterprises on the flower market have been analyzed, the main problems of their performance have been detected, methodological approaches have been proposed and assessment of competitiveness, image and use of additional services of floristic enterprises of regional economic space has been conducted, reserves have been identified and the strategy of innovative development have been designed. Ways of improvement of institutional support to the accelerated development of the floricultural products market and ornamental horticulture have been defined. The expediency has been proved and conceptual approaches of development of floristic enterprises based on the author's model of regional development and business management have been developed.