CONCEPTUAL APPROACHES TO INCREASING THE COMPETITIVENESS OF THE ENTERPRISE

As a result of the study of conceptual approaches to improving the competitiveness of the enterprise on the basis of quality of life, it was determined that in the process of forming the strategy of the enterprise it is necessary to change its priorities from the past to the future and to concentrate activities around target market consumers. The effectiveness of the competitiveness strategy is to satisfy consumers' needs. It is shown that the formation of a strategy of increasing competitiveness on the basis of the analysis of the past under the conditions of globalization has no prospect. Improvement of the management of the business entities in order to increase competitiveness should be aimed at creating adapted to the forecasted changes in the market and the external environment of the competitiveness strategy, which would ensure not only a stable growth of performance indicators, but also a stable future in the market. Such a task requires a new look at the subjective and object basis of increasing competitiveness in a market environment. Therefore, it is expedient to change the direction of activity of enterprises taking into account the priorities of the consumer and harmonious development in meeting the needs of people and their quality of life. The approach to management based on the quality of life based on strategic innovation to meet the needs and realization of the interests of the social entity, is realized through increased profit for both consumers and producers by developing a better quality product at moderate prices, increasing productivity, opening new segments of the markets. As a result of these facts there is an increase in social orientation in ensuring the competitiveness of the enterprise.