APPLICATION OF NEURAL TECHNOLOGY FOR PREDICTION COMPETITIVE STRATEGY OF TRADE ENTERPRISES

The article is related to studying specifics of forecasting competitive strategy of business enterprises, based on neural network method. The article lays out main advantages and disadvantages of this method. Methodology of utilizing neural networks to evaluate an enterprise financial status is also addressed. Furthermore, the article reviews methods of neural network construction in order to solve various types of economic problems and assist in decision-making. It provides characteristics of quality of various types of neural networks that have been constructed. The article also develops sequence of generation and implementation of competitive strategies, which allows choosing a more rational strategy based on complex accounting for factors of variability of actions aimed at competitive positioning of a business enterprise. Model of multilevel perceptron quality analysis is also provided. The article develops classification of new cases based on neural network model. Use of this model allows to not only evaluate the financial status of an enterprise, but to prognosticate its level depending on financial and non-financial markets as well. Main advantages of the proposed sequence are clearly visible multivariation of strategy development; existence of direct and reverse connection between stages of the process, which includes not only strategic block, but also analytical (information support), tactical (strategy implementation) and effective (strategy adjustment) blocks, which ensure the quality of coordination between strategy development and its implementation processes. In order to solve the problem of analytical support of business enterprise competitive strategy forecasting in short-term outlook, the article substantiates the necessity of neural network method utilization, which is a component of business enterprise activities system of methods of evaluation and forecast. Furthermore, it is proposed to develop a long-term competitive strategy of an enterprise, with its value taken into account, which is defined by a model of a sequence of values based on the balanced scoring system. This allows increasing the revenue owing to customer service improvement, demand forecast, observation of contractual discipline, logistics improvement, as well as increasing social responsibility of business, accounting for modern challenges in natural environment protection and establishing eco-friendly business activities and social responsibility of a business.