TOOLS OF INNOVATIVE DEVELOPMENT OF A TRADE ENTERPRISE
Abstract
Globalization processes in the world have stimulated the development of international trade, and accordingly, this area needs to find and justify ways to innovate. Innovation is becoming an integral part of the activities of trade enterprises, which determines the relevance of the study.
Analysis of the evolution of scientific thought shows that the concept of innovation activity in the literature more often applies to enterprises. These works are mostly devoted to methods of assessing and increasing the innovative potential of enterprises. Many Ukrainian scientists study the problems and prospects of retail trade development (in particular, innovation), but the issue of defining tools for innovative development of enterprises remains unresolved.
The purpose of the article is to expand the theoretical knowledge on the introduction of innovations in the activities of commercial enterprises, study and generalize the features of innovative activities in the field of trade of Ukraine.
The processes of globalization and European integration have a significant impact on the economic development and economic security of Ukraine. These processes make new demands on the Ukrainian economy to reform it, to abandon the "raw material" direction and the transition to an "intellectual economy." All this determines the focus of economic processes on the use of intellectual potential and growth of innovation activity.
The article considers the theoretical provisions and practical tools for attracting innovation in commercial enterprises.
According to the scope of innovation in trade can be divided into several groups: improving the trade and technological process, improving the organizational and management process, product innovation and the involvement of templates.
Types of innovations and corresponding strategies are considered. The following types of innovations are most often used: product, technological, innovations in positioning.
The article also examines the features of innovative activities of trade enterprises. The classification of basic innovation strategies, which are formed depending on the organization's position in the market and the significance of innovation potential, has been improved.
Among the promising areas for strengthening the innovation of trade can be identified: new technologies that open up additional opportunities for differentiation of strategies; information and communication technologies for the study and accounting and evaluation of client values; information technologies, including the Internet, which allow to interact with the client anywhere and at any time, carry out the promotion of goods, sales promotion in the trading business through the creation of a modern online trading system
Analysis of trade development makes it possible to identify innovative priorities for Ukraine, namely: active development of e-commerce; introduction into practice of flexible electronic pricing, electronic means of support and bar coding of goods, means of radio frequency technology for monitoring the movements of visitors; use of innovative solutions for the transition to personalized customer accounting through the introduction of club, discount and self-service cards; complex automation of all business processes of modern retail trade; development of format and product innovations, which are aimed at reducing the time of buyers and providing them with environmentally friendly and high-quality goods and services.
