УДК 339 дейнега І.О., язвінська Т.в. Рівненський державний гуманітарний університет ФОРМувАння кОнкуРенТОздАТнОСТІ пІдпРиєМСТв в уМОвАх ІнФОРМАцІйнОї екОнОМІки Анотація. Ідентифіковано відмінності у тлумаченні суті понять «конкурентоздатність» та «конкурентоспроможність». Визначено суть поняття «конкурентоздатність підприємства». Встановлено зв'язок між поняттями «конкурентоздатність» та «ефективність» та доведено, що конкурентоздатність підприємства можна розглядати як його зовнішню ефективність. Виокремлено зовнішні та внутрішні фактори впливу на конкурентоздатність підприємства. Ідентифіковано зовнішні мікро-та макрофактори впливу на конкурентоздатність підприємств. Запропоновано для аналізу факторів макросередовища підприємства використовувати PEST-та SWOT-аналізи. Виявлено резерви підвищення конкурентоздатності вітчизняних підприємств. Встановлено, що на сучасному етапі розвитку промислових підприємств основним чинником генерування конкурентних переваг підприємства та впливу на його конкурентоздатність є інформатизація всіх бізнес-процесів. ключові слова: конкурентоспроможність, конкурентоздатність, конкурентна позиція, зовнішні фактори, внутрішні фактори, ефективність. deineha inna, yazvinska Tetiana Rivne State Humanities University FoRMATion oF coMpeTiTiveneSS enTeRpRiSeS undeR The inFoRMATion econoMySummary. Different meanings of the concept of "competitiveness" are identified according to the stage of the object's life cycle. It is proved that the term competitiveness must be applied to newly created objects (goods, enterprises, countries), and competitiveness to existing ones. The essence of the concept of «competitiveness of the enterprise» is defined as its complex characteristic, which reflects the ability to function effectively in the conditions of risk and uncertainty, to keep stable, with sufficient capacity to ensure normal activity, target market, produce and sell products (or provide services) better than similar price and quality parameters that are presented in the market to ensure: in the short term -stable profit, and in the long term -a stable position in the market and its systematic conquest. The relationship between the concepts of «competitiveness» and «efficiency» is established and it is proved that the competitiveness of the enterprise can be considered as its external efficiency. The external and internal factors of influence on the competitiveness of the enterprise are distinguished. In particular, external factors include those that affect the enterprise from the outside, for example, the political situation in the country, the intensity of competition, the level of development of logistics and transport infrastructure, etc., and internal factors -those that directly affect the enterprise, such as systems and methods management of the enterprise, innovation of production technologies, availability of sufficient quantity and level of quality of fixed and working capital, personnel involved in the production process and others. External micro-and macro-factors influencing the com...

Stability of functioning of an individual enterprise in the market is one of the components of its competitiveness, so making sound management decisions to ensure continuous and quality production is one of the ways to maintain and strengthen the competitive position of the enterprise. The release of competitive products enables an enterprise to fulfill a number of important social obligations to the state and its employees, while maintaining the desired level of target profit to ensure the economic interest of its owners. Achieving an enterprise the appropriate level of competitiveness of products or services directly shapes its competitive position in the market and is an important task for its management. Competitiveness is a characteristic that can relate to both an individual product and the enterprise or the country as a whole, which is manifested in achieving the goals through the use of stronger parties than competitors. Competitiveness in relation to the enterprise is its complex characteristic, which reflects the ability to function effectively in the conditions of risk and uncertainty, to keep stable, with sufficient capacity to ensure normal activity capacity, target market, produce and sell products (or provide services) better than similar at the price and the quality parameters that are presented in the market to ensure: in the short term-stable profit, and in the long term-stable market position and systematic conquest. In order to ensure stable quality of products and services of any enterprise, it is necessary to develop and implement a quality strategy. This strategy should include the application of a particular philosophy that focuses on customer focus and needs, which is the main criterion for quality. When evaluating the strategy of the company determine the list of major factors influencing the competitiveness of its products, evaluate the practice of competitors in advertising and sales promotion, branding, the benefits of packaging of competitors' goods, the level of service of competitors in the warranty and post-warranty period, the scope and opportunities of their marketing and marketing products. Maintaining a high level of enterprise competitiveness implies that the efficiency of its resources is so high that it allows a higher level of profitability than its main competitors, as well as the fact that the company has a consistently high market share, since its products and / or services are constantly used. market demand.