SCIENTIFIC AND METHODOLOGICAL APPROACH TO THE FORMATION OF MARKETING-LOGISTICS SUPPORT OF ENTERPRISES IN PRODUCTION AND TRADE CHAINS

Abstract

The purpose of the article is to develop a scientific and methodological approach to the formation of marketing-logistics support of enterprises in production and trade chains. It is established that the starting point in the development of scientific and methodological approach is the content, direction and purpose of such support. Modern views on the essence of marketing-logistics support of enterprises were considered. It is argued that the starting point in the development of scientific and methodological approach to the formation of marketing-logistics support of enterprises in production and trade chains is the perception of such support as the creation and implementation of conditions that ensure effective interaction of marketing and logistics to create and provide value to consumers. production and trade chains, based on the actions of organizational structures of the enterprise, providing marketing and logistics, to promote the efficient operation of the enterprise on the basis of ensuring the development of the business core. The expediency and methodical approach to the assessment of marketing and logistics of enterprises using the method of analysis of hierarchies is proved. The evaluation algorithm is based on a double marketing and logistics mix 5PR, which allows you to determine both the level of security and the rating of enterprises. Based on the manifestation of belonging to the pushing or extracting systems, a scientific and methodological approach to the identification and streamlining of enterprise processes in production and trade chains is proposed. It is recommended to assess the growth based on financial condition, as a reflection of the creation and provision of value to consumers. It is proposed to choose strategies for directing actions of organizational structures systems that provide marketing-logistics support to enterprises in production and trade chains, based on the developed matrix “SCE & SCR / level of demand certainty”, which promotes effective interaction of marketing and logistics. As a result, an environment for identifying effective ways of marketing-logistics support of enterprises in creating conditions to improve the efficiency of their activities based on the development of the business core.