Object – the process of enterprises marketing strategies formation. The objective is the theoretical study of the process of marketing strategies formation on the market of trading and entertainment activities and the purpose of formulating practical recommendations for their use by the trade-entertainment complexes. Methods - scientific abstraction, analysis and synthesis, observation, grouping, summarizing, questioning, logical and graphical methods. The results – a new solution of scientific tasks relative to the process of marketing strategies formation on the market of shopping and entertainment services. The novelty is offered by interpretation of the marketing strategy as strategic complex, harmonized by levels of management on before-investment and investment stages of of the enterprise functioning and corrected during the operational phase in accordance with change of action of external and internal environments factors; improved definition of the trade and entertainment complex (TEC) as a conglomeration of enterprises of trade, public catering, sports, entertainment, recreation, domestic service, providing a wide range of services, mainly on loan; classification of the TEC: finding the size of the square, the form of government, the degree distribution, by income level of consumers, according to specialization; methodical approach to identifying the key problems in forming marketing strategies dispenser; identifies the key factors influencing the activities of the TEC; improved process for the formation of marketing strategies of shopping malls, which implies at the level of the TEC, the choice of diversification strategies, business level strategies involving the marketing mix; the directions of improvement of marketing strategies formation process taking into account the influence of key environmental factors on before-investment stage and the use of tools of marketing research; expanded model of the information base of the dispenser, which further includes metrics preliminary study of the behavior of consumers services and their subsequent monitoring. Embedded in the activities of the TEC “Podolyany”, TEC "Veles", TC "Ornava", "Parus" Corporation, Department of strategic development of the Ternopil city council, Ternopil national economic university. The scope of use - activities of the Ministry of economic development and trade of Ukraine. Industry – economy.
