STRATEGIC ORIENTATIONS OF RETAIL MANAGEMENT AMID THE TRANSFORMATION OF MODERN TRADE

Abstract

The development of trade activity in the context of economic digitalization, increasing competitive pressure, and growing environmental instability necessitates a reconsideration of the role of retail management as a key factor in ensuring enterprise efficiency. Under such conditions, particular relevance is gained by the study of the transformation of retail models and the formation of new approaches to managing trade activities. The aim of the study is to substantiate the essence of retail management and determine its role within the modern trade system, as well as to develop conceptual foundations for managing hybrid retail as an integrated form of business organization. The methodological basis of the research is a comprehensive approach combining methods of system and comparative analysis, theoretical generalization, scientific induction, and abstract-logical analysis, as well as elements of graphical interpretation to reflect the relationships between the components of the studied phenomenon. As a result of the study, scientific approaches to the interpretation of retail management have been systematized, which made it possible to reveal it as a complex integrated management system combining logistics, marketing, information, and customer-oriented processes. Key trends in the development of retail trade have been identified, including active digital transformation of business processes, integration of sales channels, and strengthening of the role of personalization in customer interaction. The limitations of traditional and multichannel models of trade organization have been substantiated, and the feasibility of transitioning to hybrid retail as a more flexible and adaptive model has been proven. Conceptual and institutional foundations for the functioning of hybrid retail have been proposed, its structural elements have been defined, and the main barriers to its development related to insufficient regulatory coherence and the level of digital infrastructure have been outlined. The practical significance of the study lies in the possibility of applying the proposed approaches and models to improve the efficiency of retail enterprise management, ensure adaptability to environmental changes, and strengthen competitive positions in the market.