PRINCIPLES OF BUILDING A CUSTOMER-ORIENTED ENTERPRISE MANAGEMENT SYSTEM

The article considers the general principles of enterprise management. The features of functionally-oriented principles of customer-oriented management depending on its strategic vision are revealed, in particular the principles of customeroriented leadership, knowledge of the client, differentiation of clients and personalization of goods and services, quality service, client orientation of the whole management system. It is proposed to segment customers into target groups within the application of the principle of customer differentiation and personalization of goods and services, which will allow introducing technological innovations and personalizing each customer's offer, highlight the most profitable goods and services and increase funding for technological innovation, development and promotion of these products. It is proved that the issues of forming relationships with clients remain open and require the introduction of uniform rules for the effectiveness of the process of joint value creation, maintaining a high level of customer focus at different stages of relationship development. The problems that arise in the formation of a customer-oriented management system are identified, namely the discrepancy between the declared and the actual level of relations between the firm and customers, the focus on the product, rather than on customer needs. The goals of the company are outlined, which aims to meet the needs of the customer and the consumer in the product and the strategic objectives of long-term mutually beneficial relationships with customers, which provide the company with a number of competitive advantages. Prospects for further research to modernize the customer-oriented management system will relate to the formation of a new model of behavior of personnel of the enterprise, taking into account the proposed functionally-oriented principles of customer-oriented management.