KYIV RETAIL NETWORK: FORMAT AND STRUCTURE TRANSFORMATION

Background. An important factor for the effective functioning of the retail trade is its sales network, where the sales take place and meet the demand of end users for goods and services. Research has shown that in Kyiv compared with other regions of Ukraine structural and territorial organization of the retail network is at a higher level, primarily due to businesses ? corporate customers, especially those who are part of enterprise networks. However, there are many flaws in the structure and commercial properties for commodity specialization and size of their territorial distribution, which affects the quality of customer service. This is largely due to lack of necessary regulatory guidance and information base, and adequate state regulation of these processes. Most entities in a market economy without proper coordination and centralized control, especially by local public authorities, are not able to form an optimal structure of retail network. It is rational to place in the right location so that they will provide high quality services to various commercial segments of the population and will be quite profitable. The generalization of international experience, studied in the works of such authors as B. Barman, B. Veytts, J. Evans, M. Levy, K. Schroeder confirms discrepancy of retail network in the capital of Ukraine and current requirements. Domestic scientists certainly do not care about the development of retail network in a market economy. All this indicates a significant relevance of the topic and the need for its scientific development. The aim of the study is to assess the state and trends of the retail network in Kyiv and identify the main challenges and directions for its improvement. Material and methods. The object of the study is the structural organization of retail businesses by type, composition of commercial properties and effectiveness of their activities in the city of Kiev. The following general scientific and special methods of learning social and economic processes have been applied: analysis and synthesis, systematic approach, comparison and synthesis. Results. The state and trends of the legal entities and individuals ? entrepreneurs in retail in Kyiv, their ratio in turnover in the retail network structure by types and types of commercial properties. The structural changes that have occurred over the past 10?15 years have been estimated. The main objectives and directions of structural adjustment in retail in Kyiv have been identified. Conclusion. After analyzing the status and trends of the retailer structure and their territorial location in Kyiv we can assess the changes that have occurred over the past 10?15 years. Along with some positive changes in structural and territorial organization of retail network there are a lot of problems that need to be addressed. The first one is the actual improvement of the legal and regulatory framework, an effective mechanism using modern instruments regulating structural and territorial organization of retail network. Equally important is the creation of a full in number and competent subdivision in local government, which would be able to implement the national policy on these issues. It is necessary to clearly define their functions, establish proper accounting of retail shopping facilities for all kinds and types of undertakings and their spatial distribution, analyze and control the development of the retail network in accordance with the Master Plan of the city and detailed area development plan to the standards of availability of different types of commercial properties that researchers should develop in the medium and long term. Also trade practices atlases and computer maps should be developed and implemented. They would allow local authorities to better carry out its functions and would help entities make management decisions on these issues.