Dankeieva O. Merchandising management system in retail trade networks

The essence of the concept of "merchandising" is clarified in the work, its classification criteria and types are defined. The space of merchandising is considered, its components and their characteristics are defined. The principles of systematic approach applying to merchandising management in retail trade networks are substantiated. A methodological approach to evaluating the effectiveness of merchandising management functions was proposed, the results of which allowed to identify their advantages and disadvantages, and to provide information to develop recommendations for improving the performance of the retail trade networks. A field study was conducted in the work to determine the consumer perception of the merchandising space, and the results made it possible to make a number of recommendations for improving the perception of merchandising tools and their impact on consumers. In the course of the research it was established that a systematic approach to managing retail trade networks and their structural units was appropriate. An applied toolkit for modeling the development of merchandising management systems scenarios in retail trading networks has been developed, which allows to determine the most effective perspectives of the development and to substantiate more effective management decisions based on them.