Стратегические альянсы в бизнесе как инструмент антикризисного управления Выборный Виталий Анатольевич, студент 2-го курса магистратуры, группа АМиК2-1м Финансового университета при Правительстве Российской Федерации Шевчук Александра Сергеевна, студентка 2-го курса магистратуры, группа АМиК2-1м Финансового университета при Правительстве Российской Федерации. Научный руководитель: Ряховская А.Н., д.э.н., профессор, заведующая кафедрой «Стратегический и антикризисный менеджмент» Финансового университета при Правительстве Российской Федерации, ректор Института экономики и антикризисного управления. V. Viborniy, the second year master's program student, Crisis management and consulting programme of the Finance University under the Government of Russian Federation A. Shevchuk, the second year master's program student, Crisis management and consulting programme of the Finance University under the Government of Russian Federation Research supervisor: Antonina Ryakhovskaya, Doctor of Economics, Professor, the head of the department "Strategic and crisis management" of the of the Finance University under the Government of Russian Federation, the rector of the Institute of Economics and crisis management Strategic alliances as a crisis management tool Аннотация: В работе рассмотрен актуальный вопрос обеспечения устойчивого развития предприятий в России в рамках формирования стратегических альянсов. Интенсивно изменяющиеся факторы внешней среды ставят перед антикризисным управлением задачу поиска новых инструментов предупреждения финансовой нестабильности предприятий. В работе выдвинута и обоснована гипотеза о том, что стратегический альянс может выступать в качестве действенного инструмента предупреждения и преодоления кризисных явлений в деятельности предприятий-партнеров путем предоставления ресурсов для одновременного обеспечения развития и адаптации к изменениям. Ключевые слова: антикризисное управление, стратегические альянсы, устойчивое развитие, цепочка создания стоимости.

Introduction. The article is devoted to the formation of a theoretical concept about the loyalty of consumers in the distribution channels of finished products as some complex economic phenomenon. The article addresses the problem of distribution channels and their effective formation which is one of the utmost importance at present time. The results showed that distribution channels are an important link in the value chain, which contribute to achieving a balance of interests of functionally related businesses that ensure the delivery of goods from producer to consumer. It is determined that the recent changes in the activities of wholesale and retail intermediaries are associated with changes in purchasing behavior, the development of network retail, the emergence of new forms and methods of selling goods, the active use of information technology and online interaction. Goal. Development of conceptual provisions for business cooperation in marketing distribution channels. Results. It is substantiated that the traditional market space, dominated by the manufacturer, is evolving and is now taking the form of what is called a market space focused on distribution. It is proved that within this space there is a shift of emphasis from competitive relations between participants of distribution channels to relations of cooperation and partnership. This requires the development of new mechanisms of interaction in such distribution channels, taking into account the economic interests of their participants and ensuring consistency of action based on the concept of business cooperation. It is noted in the article that the need to expand the boundaries of interaction arises due to the need to increase the efficiency of enterprises through the possibility of using the skills, resources and assets of business partners. It is proved that cooperation in modern conditions becomes the basis for ideas generation, innovations development, and a source of sustainable competitive advantages that contribute to the formation of a unique strategic asset – a partnership network based on a long-term mutually beneficial relationships of business partners in the chain of created value. At the same time, the refusal to cooperate leads to differences in the interests, goals and functions of participants in marketing distribution channels, which entails conflicts and increases costs in the process of delivery of goods from producer to final consumer.

The article considers theoretical and practical aspects of the development and justification of the imperative of transformation of supply chains and logistics services of the consumer market commodity movement system adequate to the principles of organizing modern trade in a multi-channel sales model. Factors and problems of transformational development of trade and logistics infrastructure of the commodity market are considered. The directions of development and institutional changes in the structure of the logistics market are revealed. Identify the main imperatives of qualitative transformation of logistics outsourcing in the supply chains of the consumer market. Approaches to the formation of the foundations of the theory of market cooperation are studied and the current mechanics of transactions are researched, the nature and sources of its institutional defects are identified. Conceptual approaches to the formation of empirical features of the development of logistics of goods supply to the consumer market in the context of digitalization of supply chains are analyzed. The structural features of the transformation of the sales model as a factor of supply chain reorganization in the consumer market are substantiated, and comparative features of the functioning of single-channel and multi-channel supply chains in the consumer market are revealed. The evolutionary features of the development and transformation of logistics of traditional trade and online retail in the context of reconfiguration of multi-channel trade supply chains are identified. Perspective directions of development of supply chains of multichannel retail in the consumer market are substantiated. Strategic directions of development of the consumer market commodity movement system in the conditions of a multi-channel sales model are formed and revealed. Conceptualize the distinctive features of the development of the commodity movement system in stationary trade and e-commerce, as well as expand the subject areas of scientific research in the logistics of e-commerce, including through transdisciplinary ones. Strategic imperatives for adjusting growth paths in the economy are proposed, which should take into account a much larger number of processes and conditions that determine the present and future of domestic manufacturing business.

At introduction of new product there are many risks which threaten success of goods in the market. To minimize risk, it is necessary to use the correct marketing of a new product, the correct receptions which are capable draw the attention of consumers on just appeared, little-known a product, to make it demanded and it is bought. The main thing, to each business to find the effective strategy of development and advance of a new product. Marketing of a new product differs from traditional market researches. And, first of all, differs in the fact that the assessment of prospects of a new product at stages of its development is carried out in the absence of the market, at total absence of consumers. It creates certain difficulties and increases the probability of mistakes in researches. There are many marketing techniques of advance of new products and services in the modern market. Therefore to businesses and businessmen, for advance of a new product it is necessary to study, first of all, and to effectively use the existing marketing arsenal. Of course, each businessman has to bring the nuances in the experienced methods of marketing. To adapt these receptions for the concrete business, for the marketing of a new product.  Keywords: Market researches, new goods, marketing of new goods, technique of promotion of goods, trial marketing, experiment