MODELS AND MECHANISMS OF THE FORMATION OF THE COMPETITIVENESS MANAGEMENT SYSTEM OF THE ENTERPRISE

Abstract

The article is devoted to the topical issues of defining effective models and mechanisms for the formation of a modern enterprise competitiveness management system. The interpretation of the essence of the concept of competitiveness in the context of modern reality is considered. The objects of enterprise competitiveness management are defined. It is proven that the object of management is not only products, but also key aspects of the company's activity, such as finance, innovation, marketing, personnel, technology, and organizational structure. The levels of ensuring the competitiveness of the enterprise were analyzed and systematized. It was determined that the main emphasis of competitiveness management has shifted from the traditional approach focused on resources and processes to the approach that is aimed at the future perspective - at increasing the potential of the enterprise and finding new opportunities for its development. It was found that this approach emphasizes the importance of strategic planning and management, the ability to anticipate changes in the market environment and flexibly respond to them. The main models of managing the competitiveness of the enterprise have been studied and substantiated. The mechanisms and tools of effective management of the competitiveness of the enterprise are characterized. It is proved that the mechanisms of the formation of the enterprise's competitiveness management system include complex measures and approaches aimed at increasing the company's ability to successfully compete on the market. An effective approach has been established, which requires a combination of various strategic, analytical and operational elements that together form the basis for the company to achieve a sustainable competitive advantage. It has been established that enterprises can use various tools to implement these mechanisms, such as: balance sheet, SWOT analysis, investment efficiency assessment methods, and others. Reserves for increasing the competitiveness of the enterprise are outlined. It has been established that the use of innovative methods and tools in competitiveness management, such as: innovative marketing, digital technologies, data analytics, is the key to obtaining a sustainable image of the enterprise on the market.