Метою статті є розробка підходів до формування іміджу на підприємствах торгівлі. Проведено теоретичний аналіз наведених у науковій літературі визначень для розуміння й уточнення сутності категорії «імідж» у контексті сучасних тенденцій.Проаналізовано думки науковців щодо трактування поняття «імідж підприємства», на основі чого було зроблено висновок про складність універсального формулювання цієї категорії. Підтверджено, що імідж-це соціально-психологічна категорія, яка заснована на особливій чутливості людини до соціального оточення. Запропоновано власну дефініцію цього поняття з урахуванням мінливості сучасної економічної ситуації в Україні. Визначено особливості формування іміджу торговельного підприємства й обґрунтовано доцільність розробки комплексу заходів з його формування, підтримки та покращення. Підкреслено, що імідж торговельного підприємства відрізняється високою чутливістю до змін бізнес-середовища та потребує коригування з урахуванням потреб кожного окремого його учасника. Схематично зображено учасників зовнішнього та внутрішнього бізнес-середовищ, які впливають на імідж торговельного підприємства. Запропоновано підхід до формування іміджу з урахуванням цільового впливу суб'єктів управління на учасників бізнес-середовища (стейкхолдерів). Зосереджено увагу на раціональних (логічних) і емоційних (психологічних) методах впливу суб'єктів управління на сприйняття інформації різними соціальними групами.Розроблено механізм формування іміджу підприємств торгівлі, який дасть змогу максимально ефективно взаємодіяти з усіма учасниками бізнес-середовища. Наведено чотири основних комплекси заходів з підвищення іміджу підприємства: виробничо-економічні, маркетингові, клієнтурні, кадрові.

The object of research: distance learning in higher educational institutions of Ukraine and the world during the COVID-19 pandemic. Investigated problem: building a higher education system during the COVID-19 pandemic, capable of quickly adapting to adverse conditions and providing a high level of training. The main scientific results: explored trends regarding the study of the impact of the pandemic on higher education, the effectiveness of distance education. Analyzed Ukrainian studies of distance education in universities. Held by students of the KNTEU Kharkiv Trade and Economic College. Based on the research results, conclusions and recommendations were made regarding the improvement of the quality of distance education in the field of higher education. The area of practical use of the research results: higher education and professional education organizations. Technological innovation: identified the problems of distance education during the COVID-19 pandemic, based on them, recommendations were developed to improve the quality of education in higher educational institutions of Ukraine. Scope of application for technological innovation: practical activity in higher education and relations with stakeholders of educational organizations.

The article is aimed at developing methodical approaches to efficient management of the enterprise’s image in connection with the state of its economic security. It was concluded that the issue of the impact of the image on the economic security of enterprise today is paid insufficient attention. It is proved that in the conditions of unstable economic situation in Ukraine, the process of efficient management of the enterprise’s image should be based on the diagnosis of its economic security. A theoretical analysis of opinions in the scientific literature on the functional components of economic security of enterprise and the mechanism of their formation is carried out. The expediency of using the approach to the formation of the corporate image, taking into account the targeted impact of management entities on the participants of the business environment, is accentuated. A structure of economic security of enterprise in the context of modern tendencies is proposed. The functional components of economic security related to both the internal and the external aspects of the enterprise’s activity are studied in detail and their close relationship with the components of the image is determined. During the research, the lack of unity in the methodology of diagnostics of economic security of enterprise was proved. A methodical approach to mutually coordinated management of the image and economic security of enterprise is developed, which is based on the results of diagnostics of economic security levels and assessment of the real level of the enterprise’s image. It is emphasized the need to adhere to a certain sequence of actions directed towards forming a positive image of enterprise and managing it. Schematically depicted are the stages of managing the image of enterprise, taking into account the compliance of the levels of components of economic security of the image. A complex of measures is defined that are recommended to be used to maintain the image of enterprise: personnel, marketing, client and production-economic.

Object of research: the article presents the results of a study conducted by the authors by interviewing employees of industrial enterprises on such important issues as satisfaction with the level of work organization, work performed, motives of job attractiveness, equipment of workplaces, job satisfaction and wages, work motives and the relationship of wages with the final results of work. Solved problem: increasing the level of work motivation by creating motives for attractiveness, job satisfaction and wages of workers at industrial enterprises of Ukraine. Main scientific results: a close connection between value orientations and motives of human activity is proved. The need to improve the system of labor motivation at enterprises, increase employee satisfaction with their work by optimizing the level of wages, creating optimal working conditions, sufficient equipment of workplaces. The existing organization of work does not fully correspond to the manifestation of the abilities of employees and work with full efficiency, only with rare exceptions, most respondents said they were satisfied with the work performed. Scope of practical use of research results: research results can be used for increase of level of motivation of work of workers, perfection of the organization of work, creation of motives of attractiveness, increase of satisfaction with the work and wages of workers at the industrial enterprises of Ukraine. All measures to improve the organization of labor should be primarily aimed at increasing social and creative activity, independence in work. In a market economy, it is not enough just to follow their job descriptions, without initiative and independence. Therefore, the requirements for employees and their qualities are growing.