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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u0431\u0456\u0437\u043d\u0435\u0441-\u043f\u0440\u043e\u0446\u0435\u0441, \u043f\u0440\u043e\u0446\u0435\u0441\u043d\u0438\u0439 \u043f\u0456\u0434\u0445\u0456\u0434, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u0440\u043e\u043c\u043e\u0436\u043d\u0456\u0441\u0442\u044c, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u0456 \u043f\u0435\u0440\u0435\u0432\u0430\u0433\u0438.<\/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\u00a0 \u00a0 \u00a0 The preconditions of formation and the essence of the process approach to the organization and management of economic activity are generalized. Important positive features of the process concept of enterprise management are included in the consideration of internal business processes in the broad context of available alternatives to market transactions of economic entities. The components of ensuring competitiveness and formation of competitive advantages of business processes of the enterprise are determined. It is established that ensuring the competitiveness of the enterprise involves the formation of targeted competitive advantages in the implementation of business processes at the product and operational, market levels. It is substantiated that forming the mechanism of management of competitiveness of business processes in the enterprise is expedient to use the concept of marketing management. Theoretical provisions for structuring the organizational and economic mechanism of marketing management of the competitiveness of business processes of the enterprise have been improved. It is proved that the adoption of the marketing paradigm in the management of enterprise competitiveness expands the range of strategic work of the enterprise. Theoretical provisions for structuring the organizational and economic mechanism of marketing management of the competitiveness of business processes of the enterprise have been improved. It is proved that the adoption of the marketing paradigm in the management of enterprise competitiveness expands the range of strategic work of the enterprise. Implementation of the marketing concept of building a mechanism allows to ensure full disclosure of the benefits of the process approach based on compliance with the following requirements: the orientation of management decisions to realize the market potential of the results of business processes; flexibility and adaptability to respond to changes in the business environment; consensus basis of management decision-making procedures, based on the imperative to take into account and harmonize the interests of a wide range of stakeholders of the enterprise; network distributed nature of coordination and interaction of participants in processes of economic activity; reflection in the management of information models of the perception of stakeholders of the conditions and circumstances of competitive competition.
\nKey words: business process, process approach, competitiveness, marketing management, competitive advantages.<\/p>\n
References<\/strong><\/p>\n\n- AndersenB. (2003) Biznes-processy. Instrumenty sovershenstvovaniya. M.: RIA Standarty i kachestvo. 2003. 272 \u0440.<\/li>\n
- ArefievaO.V., Lutska\u00a0T.V. (2009) Biznes-protsesy pidpryiemstv sfery posluh: faktory, formuvannia, konkurentospromozhnist: monohrafiia. K.: Vyd. Yevropeiskoho un-tu. 96 \u0440.<\/li>\n
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<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 148-152. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n