MARKETING MANAGEMENT IN ECOSYSTEM OF E-TRADE

The company's position in modern market conditions is associated with significant uncertainty of the external environment and a lack of information about it. Domestic enterprises often do not have an integrated management system for their activities, and marketing is fragmented by research and sales activities, therefore methods for evaluating the effectiveness of marketing activities are imperfect. According to the results of the analysis of the level of innovative marketing management of e-commerce enterprises in Ukraine, it can be noted that 46% of respondents have a medium and high level of innovative potential of the enterprise. At domestic enterprises, the introduction of innovations is carried out quite often, namely: once every 2–3 years and once a year (25%) in the promotion policy. 38% of respondents assessed the level of digital marketing at the enterprise as basic, and the lowest percentage was professional. The majority of respondents (36%) rated planning at an e-commerce company as average (planning is carried out every quarter), which is carried out monthly. Introduction. Targeted application of the company's marketing mechanisms not only increases work efficiency, but also contributes to the development of the innovative e-business ecosystem as a whole. For the successful functioning of the marketing complex, it is necessary to accumulate the efforts of the management system, optimizing all processes in the e-enterprise. The highest result of marketing management in the e-commerce ecosystem is achieved due to the synergistic growth of work standards that contribute to comprehensive changes. In view of the above, the stated topic is extremely relevant. Purpose. The purpose of the study is to identify the level of innovative marketing management of e-commerce enterprises in Ukraine. Materials and methods. The research materials are the works of domestic and foreign authors who conduct their scientific and practical research in the field of innovative marketing. The presented research is based on the following scientific methods: methods of comparing and synthesizing information from scientific sources (for the development of a functional model of marketing management of an innovative e-commerce ecosystem enterprise); theoretical generalization and grouping (for compiling questionnaires). Results. In the article, a functional model of marketing management of an innovative e-commerce ecosystem enterprise was developed for structuring the hierarchy of e-enterprises and building an effective innovative marketing system. Based on the analysis of the current state of e-commerce, the synthesis of problems in the management of marketing at e-enterprises, a quantitative marketing e-survey was carried out using questionnaires, the purpose of which was to investigate the functioning of marketing at e-commerce enterprises, to identify weaknesses and effective tools of e-marketing management — enterprises. In the course of the evolution of the theories and practice of marketing management at e-enterprises, which became the starting point in the formation of concepts, methodology and methods of functioning of marketing in the innovation ecosystem. Identifying the shortcomings of marketing management at e-enterprises will allow creating a qualitatively new environment with an updated set of approaches to building marketing in an innovative e-commerce ecosystem. Discussion. In further scientific research, it is proposed to focus attention on the automation of the management of innovative e-commerce ecosystem enterprises, which will allow to evaluate already developed solutions and optimize the organization of this process.