{"id":12771,"date":"2022-06-13T11:08:10","date_gmt":"2022-06-13T08:08:10","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=12771"},"modified":"2022-07-12T14:29:17","modified_gmt":"2022-07-12T11:29:17","slug":"upravlinnya-asortymentom-tovariv-rozdribnoyi-torgivli","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=12771","title":{"rendered":"\u0423\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043e\u043c \u0442\u043e\u0432\u0430\u0440\u0456\u0432 \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456"},"content":{"rendered":"

<\/p>\n

\u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u0410\u0421\u041e\u0420\u0422\u0418\u041c\u0415\u041d\u0422\u041e\u041c \u0422\u041e\u0412\u0410\u0420\u0406\u0412 \u0420\u041e\u0417\u0414\u0420\u0406\u0411\u041d\u041e\u0407 \u0422\u041e\u0420\u0413\u0406\u0412\u041b\u0406<\/p>\n

\u041c\u0410NAGEMENT OF THE RANGE OF GOODS IN RETAIL TRADE<\/p>\n

\"\"<\/a> https:\/\/doi.org\/10.31891\/2307-5740-2022-306-3-5<\/a><\/p>\n

\u0406\u0440\u0438\u043d\u0430 \u041a\u041e\u0427\u041d\u041e\u0412\u0410
\n\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u00ab\u0417\u0430\u043f\u043e\u0440\u0456\u0437\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\u00bb
\nhttps:\/\/orcid.org\/\/0000-0003-4811-6814<\/a>
\nigrair13@ukr.net<\/a>
\n\u041d\u0430\u0442\u0430\u043b\u0456\u044f \u041e\u041d\u0423\u0424\u0420\u0406\u0404\u041d\u041a\u041e
\n\u041d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u00ab\u0417\u0430\u043f\u043e\u0440\u0456\u0437\u044c\u043a\u0430 \u043f\u043e\u043b\u0456\u0442\u0435\u0445\u043d\u0456\u043a\u0430\u00bb
\nhttps:\/\/orcid.org\/\/0000-0002-7029-7300<\/a>
\nnonufr@gmail.com<\/a><\/p>\n

Irina KOCHNOVA, Natalia ONUFRIENKO
\nNational University \u00abZaporizhzhia polytechnic\u00bb, Ukraine<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0443\u0454\u0442\u044c\u0441\u044f \u0432\u0430\u0436\u043b\u0438\u0432\u0456\u0441\u0442\u044c \u0456 \u043d\u0435\u043e\u0431\u0445\u0456\u0434\u043d\u0456\u0441\u0442\u044c \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438, \u0441\u0444\u043e\u0440\u043c\u0443\u043b\u044c\u043e\u0432\u0430\u043d\u0456 \u0446\u0456\u043b\u0456 \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438, \u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043e \u0432\u043f\u043b\u0438\u0432 \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u043d\u0430 \u0440\u043e\u0437\u0432\u0438\u0442\u043e\u043a \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432. \u0423 \u0445\u043e\u0434\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043d\u044f \u0437\u2019\u044f\u0441\u043e\u0432\u0430\u043d\u043e, \u0449\u043e \u0437\u0440\u043e\u0441\u0442\u0430\u044e\u0447\u0430 \u043f\u043e\u0442\u0440\u0435\u0431\u0430 \u043a\u043e\u043c\u043f\u043b\u0435\u043a\u0441\u043d\u043e\u0433\u043e \u043f\u0456\u0434\u0445\u043e\u0434\u0443 \u0443 \u0432\u0438\u0440\u0456\u0448\u0435\u043d\u043d\u0456 \u043f\u0438\u0442\u0430\u043d\u044c \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0456\u0432 \u0432\u0435\u0434\u0435\u043d\u043d\u044f \u0442\u043e\u0432\u0430\u0440\u043d\u043e\u0457 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u0442\u0430 \u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457 \u0457\u0457 \u043a\u043b\u044e\u0447\u043e\u0432\u0438\u0445 \u0444\u0443\u043d\u043a\u0446\u0456\u0439 \u0443 \u0441\u0444\u0435\u0440\u0456 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e\u0433\u043e \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u0430 \u0432 \u0441\u0438\u0441\u0442\u0435\u043c\u0456 \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456. \u0417\u0430\u043f\u0440\u043e\u043f\u043e\u043d\u043e\u0432\u0430\u043d\u043e \u043e\u0440\u0456\u0454\u043d\u0442\u0438\u0440\u0438 \u043f\u0456\u0434\u0432\u0438\u0449\u0435\u043d\u043d\u044f \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0456 \u043f\u043e\u0431\u0443\u0434\u043e\u0432\u0438 \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432 \u0443 \u0441\u0443\u0447\u0430\u0441\u043d\u0438\u0445 \u0440\u0438\u043d\u043a\u043e\u0432\u0438\u0445 \u0443\u043c\u043e\u0432\u0430\u0445.<\/p>\n

\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0442\u043e\u0432\u0430\u0440\u043e\u0437\u043d\u0430\u0432\u0441\u0442\u0432\u043e, \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u0435 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u043d\u0438\u0446\u0442\u0432\u043e, \u043a\u043e\u043c\u0435\u0440\u0446\u0456\u0439\u043d\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u0442\u043e\u0432\u0430\u0440\u043d\u0430 \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0439\u043d\u0430 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0430,\u00a0 \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u0430 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u044f.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

In the conditions of strengthening of competition in the consumer market both between the retail trade enterprises, and domestic and foreign trade networks special value is given to the assortment policy of the enterprise. The assortment policy ensures the achievement of the ultimate goals of the enterprise, connects the components of the commercial strategy and achieves the possibility of the most efficient management of resources.<\/p>\n

That is why the issues of formation, change and forecasting of the range do not lose relevance and require systematic research among other management problems. Assortment management issues require the synthesis of a large amount of information on the activities of the company and its competitors, on the volume and structure of production, prices and conditions of sale, regions and sales network, and so on.<\/p>\n

Despite the urgency and, consequently, the high level of development of this problem, it can not be considered solved, especially in terms of developing proposals for Ukrainian companies that are not confident enough not only in foreign markets but also in domestic.<\/p>\n

The article examines the importance and necessity of assortment policy, formulates product policy objectives, determines the influence of assortment product policy on the development of modern enterprises. The integrated requirement for an integrated approach to addressing the formation of the innovative policy principles of product and the implementation of its key functions in the field of trade entrepreneurship in the retail system. A guidance for efficiency increase of development of product policy of enterprises in contemporary market conditions was proposed.<\/p>\n

Key words:<\/strong> trading, retail trade business, commercial activity, innovative trading policy, retail.<\/p>\n

\u041b\u0456\u0442\u0435\u0440\u0430\u0442\u0443\u0440\u0430<\/strong><\/p>\n

    \n
  1. \u0411\u043b\u0438\u0437\u043d\u044e\u043a \u0421.\u0412. \u0421\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0442\u043e\u0440\u0433\u043e\u0432\u043e\u0439 \u0444\u0438\u0440\u043c\u044b \/ \u0421.\u0412. \u0411\u043b\u0438\u0437\u043d\u044e\u043a. \u2013 \u041a., 2010. \u2013 119 \u0441.<\/li>\n
  2. \u0404\u0444\u0456\u043c\u043e\u0432\u0430 \u0404. \u0410\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u0456\u0441\u0442\u044c \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u043e\u0457 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0438 \u0443 \u0441\u0443\u0447\u0430\u0441\u043d\u043e\u043c\u0443 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u0456 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456 \/ \u0404. \u0404\u0444\u0456\u043c\u043e\u0432\u0430 \/\/ \u0422\u0440\u0430\u0454\u043a\u0442\u043e\u0440\u0456\u044f \u043d\u0430\u0443\u043a\u0438. \u2013 2017. \u2013 \u2116 7 (12). \u2013 \u0421. 3.1-3.14.<\/li>\n
  3. \u041d\u0435\u043f\u0440\u043e\u0434\u043e\u0432\u043e\u043b\u044c\u0447\u0456 \u0442\u043e\u0432\u0430\u0440\u0438 : [\u043f\u0456\u0434\u0440\u0443\u0447\u043d\u0438\u043a] \/ [\u0412. \u041c\u0438\u0445\u0430\u0439\u043b\u043e\u0432, \u0422. \u0413\u043b\u0443\u0448\u043a\u043e\u0432\u0430, \u041e. \u0417\u0456\u043d\u0447\u0435\u043d\u043a\u043e]. \u2013 \u041a. : \u041a\u043d\u0438\u0433\u0430, 2005. \u2013 536 \u0441.<\/li>\n
  4. \u041a\u0443\u0431\u0438\u0448\u0438\u043d\u0430 \u041d. \u041c\u0435\u0442\u043e\u0434\u0438\u043a\u0430 \u0440\u043e\u0437\u0440\u043e\u0431\u043a\u0438 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u043e\u0433\u043e \u043d\u0430\u0431\u043e\u0440\u0443 \u0442\u043e\u0432\u0430\u0440\u0456\u0432 \u043d\u0430 \u043f\u0440\u043e\u043c\u0438\u0441\u043b\u043e\u0432\u043e\u043c\u0443 \u0440\u0438\u043d\u043a\u0443 \/ \u041d.\u00a0\u041a\u0443\u0431\u0438\u0448\u0438\u043d\u0430 \/\/ \u0415\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0432\u0456\u0441\u043d\u0438\u043a \u041d\u0422\u0422\u0423 \u00ab\u041a\u041f\u0406\u00bb. \u2013 2010. \u2013 \u2116 7. \u2013 \u0421. 171\u2013178.<\/li>\n
  5. \u0413\u0430\u0440\u043a\u0430\u0432\u0435\u043d\u043a\u043e \u0421.\u0421. \u041c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 : [\u043f\u0456\u0434\u0440\u0443\u0447\u043d\u0438\u043a] \/ \u0421.\u0421. \u0413\u0430\u0440\u043a\u0430\u0432\u0435\u043d\u043a\u043e. \u2013 \u041a. : \u041b\u0456\u0431\u0440\u0430, 2002. \u2013 712 \u0441.<\/li>\n
  6. \u041a\u0430\u0441\u0438\u0447 \u0410. \u041e. \u0410\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u0430 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0430 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430: \u043c\u0435\u0442\u0430, \u0437\u0430\u0432\u0434\u0430\u043d\u043d\u044f, \u043c\u043e\u0434\u0435\u043b\u0456 [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]\u00a0\/ \u0410. \u041e., \u041a\u0430\u0441\u0438\u0447, \u041a. \u041e. \u041c\u0430\u0440\u0447\u0435\u043d\u043a\u043e \/\/ \u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0435 \u0444\u0430\u0445\u043e\u0432\u0435 \u0432\u0438\u0434\u0430\u043d\u043d\u044f \u00ab\u0415\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0430 \u0435\u043a\u043e\u043d\u043e\u043c\u0456\u043a\u0430\u00bb. \u2013 2018. \u2013 \u2116 6. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443 : http:\/\/www.<\/a>\u00a0economy.nayka.com.ua.<\/li>\n
  7. \u0421\u0438\u043c\u043e\u043d\u043e\u0432\u0430 \u0410.\u041f. \u00ab\u0410\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043d\u0430 \u043f\u043e\u043b\u0456\u0442\u0438\u043a\u0430 \u0444\u0456\u0440\u043c\u0438\u00bb \/ \u0410.\u041f. \u0421\u0438\u043c\u043e\u043d\u043e\u0432\u0430. \u2013 \u041c\u0456\u043d\u0441\u044c\u043a : \u0412\u0438\u0449\u0430 \u0448\u043a\u043e\u043b\u0430, 2006. \u2013 423 \u0441.<\/li>\n
  8. \u041a\u0430\u0448\u043f\u0435\u0440\u0441\u044c\u043a\u0430 \u0410.\u0406. \u0420\u0438\u043d\u043e\u043a \u0440\u043e\u0437\u0434\u0440\u0456\u0431\u043d\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456 \u0423\u043a\u0440\u0430\u0457\u043d\u0438: \u0441\u0442\u0430\u043d \u0456 \u0442\u0435\u043d\u0434\u0435\u043d\u0446\u0456\u0457 \u0440\u043e\u0437\u0432\u0438\u0442\u043a\u0443 [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]\u00a0\/ \u0410.\u0406. \u041a\u0430\u0448\u043f\u0435\u0440\u0441\u044c\u043a\u0430 \/\/ \u0411\u0456\u0437\u043d\u0435\u0441 \u0406\u043d\u0444\u043e\u0440\u043c. \u2013 2021. \u2013 \u00a0\u2116 4. \u2013 C. 120\u2013127. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443 :\u00a0 https:\/\/doi.org\/10.32983\/2222-4459-2021-4-120-127<\/a>.<\/li>\n
  9. \u0423\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u0430\u0441\u043e\u0440\u0442\u0438\u043c\u0435\u043d\u0442\u043e\u043c \u0442\u043e\u0432\u0430\u0440\u0456\u0432 [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443 : https:\/\/torgsoft.ua\/ua\/articles\/gid-po-torgsoft\/assortiment-tovarov\/.<\/li>\n
  10. \u0423\u043a\u0440\u0430\u0457\u043d\u0446\u0456 \u0443 2021 \u0440\u043e\u0446\u0456 \u0432\u0438\u0442\u0440\u0430\u0442\u0438\u043b\u0438 \u043d\u0430 42% \u0431\u0456\u043b\u044c\u0448\u0435, \u0440\u043e\u0437\u0440\u0430\u0445\u043e\u0432\u0443\u044e\u0447\u0438\u0441\u044c cashless \u0443 \u0442\u0435\u0440\u043c\u0456\u043d\u0430\u043b\u0430\u0445 \u041f\u0440\u0438\u0432\u0430\u0442\u0411\u0430\u043d\u043a\u0443 [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443 : https:\/\/ua.interfax.com.ua\/news\/economic\/789211.html.<\/li>\n
  11. Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates for 2016\u20132021 [\u0415\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u0438\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0443 : https:\/\/www.emarketer.com\/Report\/Worldwide-Retail-Ecommerce-Sales-eMarketers-Estimates-20162021\/2020.<\/li>\n
  12. \u0424\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0441\u0438\u0441\u0442\u0435\u043c\u0438 \u0432\u043d\u0443\u0442\u0440\u0456\u0448\u043d\u044c\u043e\u0457 \u0442\u043e\u0440\u0433\u0456\u0432\u043b\u0456 \u0423\u043a\u0440\u0430\u0457\u043d\u0438: \u0442\u0435\u043e\u0440\u0456\u044f, \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430, \u0456\u043d\u043d\u043e\u0432\u0430\u0446\u0456\u0457 : \u043a\u043e\u043b\u0435\u043a\u0442\u0438\u0432\u043d\u0430 \u043c\u043e\u043d\u043e\u0433\u0440\u0430\u0444\u0456\u044f \/ \u0437\u0430 \u0440\u0435\u0434. \u0412. \u0412. \u041b\u0456\u0441\u0456\u0446\u0438, \u0412. \u0406. \u041c\u0456\u0441\u044e\u043a\u0435\u0432\u0438\u0447, \u041e. \u041c. \u041c\u0438\u0445\u0430\u0439\u043b\u0435\u043d\u043a\u043e. \u2013 \u041f\u043e\u043b\u0442\u0430\u0432\u0430 : \u041f\u0423\u0415\u0422, 2020. \u2013 232 \u0441.<\/li>\n<\/ol>\n

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