The dissertation is devoted to substantiation of theoretical and methodical bases and development of practical recommendations on construction of competitive strategy of commercial enterprise which is directed on formation of dynamic competitive advantages in the process of maintenance of sustainable development of the enterprise. It is developed categorical and conceptual system of theory of competition, competitive strategies, and also it is proposed a conceptual approach to the formation of a competitive strategy based on a continuous innovation model.
It is considered and critically analyzed the evolution of competition theory during the formation of economic systems and it is proved that Industry 4.0 radically transforms the main levers of the competitive environment, the social basis of competitive strategies and rivalry tools based on the intellectual component. It is defined the peculiarities of functioning of the mechanism of formation of dynamic competitive potential which provides speed of reaction to changes of market situation, strategic flexibility and readiness of the enterprise to changes.
Based on the systematization of scientific approaches to the formation of competitive strategy it is proposed its continuous innovative model, the driving mechanism of which should be the strategic actions of the enterprise to improve the base of knowledge, and therefore the formation of sustainable and dynamic competitive advantages.
It is improved the scientific and methodological approach to the formation of the conceptual pattern of strategic competitive potential of the retail enterprise, which, unlike other developments, includes: opportunities that have developed in the external environment; consumer potential; the potential of the internal environment of the enterprise, and aims to increase the competitive potential of the enterprise.
It is identified and carried out the classification of impact factors on the formation of competitive strategies and culture of continuous innovative business modeling. Such approach allows the trade enterprises during the formation of competitive strategy to base on continuous innovation model.
Received of further development of theorizing conceptual system of competitive strategy of the enterprise, namely: it is defined he essence of the concept of «competitive strategy». It is developed interpretation of the essence of the concept of «value innovation», which, unlike others, is proposed to define as a strategy that ensures the ability of the system to produce market changes based on the balanced combination of exceptional utility, target prime cost, strategic pricing for continuous development in the competitive environment.
It is improved the scientific and methodological approach to qualitative assessment of the market situation, which is allowed to assess external competitive potential that effects on the formation of competitive strategy of the retail trade enterprises.
It is formed theoretical and methodical approach of determination of management efficiency of competitive position of commercial enterprise, which is based on the integrated assessment of the scale of competitive potential, strength of the competitive impact and effectiveness of strategic actions of competitors.
It is suggested a complex integrated indicator of the effectiveness of managing the competitive position of the retail trade enterprises based on the effectiveness of strategic actions and the strength of competitive influence.
It is acquired further resource approach to assessing the internal competitive potential of the retail trade enterprises, on the basis, unlike others, is laid the calculation of integrated indicator based on a balanced system of partial indicators for such components of potential as consumer, financial, customer, business processes, strategic and development potential.
It is suggested system-rational approach to realization of tactical competitive positioning in the direction of active strategic actions of the retail trade enterprise within general competitive strategy of combination.
It is improved scientific and methodological approach to the formation of a competitive strategy of the retail trade enterprise of stationery, which consisits of combination of sequences of actions of intuitive reasoning scenarios of achieving the leadership at the market and takes into account the structuring of tactical competitive position, identifying alternative tactical tasks tactical which forms tactical competitive advantages and competitive tactics with subsequent iteration of the convergence of the probable and desired state of the system in terms of resource and time constraints.
The results of the received researches and practical decision of issues to form the competitive strategy were reflected in practical activity of the enterprises of retail trade enterprises of stationery of Vinnytsia and Khmelnytskyi Chamber of Commerce and Industry.
