BUSINESS MODEL OF A RETAIL ENTERPRISE

Background. This article is devoted to the theoretical study and development of the recommendations for creating an effective business model of a retail enterprise. The article deals with the systematization of the existing methodological approaches to the creation of the business model of the enterprise, such as "canvas" business model, "8 blocks" business-model (RIS Ventures), ICME method and others. Review of scientific sources. Discussions on understanding the characteristics of business models' functioning are conducted among scientists. A number of works are devoted to investigation of the role of the enterprise's business model in creating and increasing its value. However, common understanding of the term "business model" is not formed at this stage; methodological approaches to the formation and analysis of business models are not available, making it difficult to use the concept in practice. Peculiarities of forming of retailing business models are poorly understood. In this regard, the purpose of the article is a theoretical study and development of recommendations for creating an effective retailing business model. Results. The main stages of the process of creating a retailing business model should include: environmental research activities, creation of value proposition, construction of value chain, maintenance of the value, and analysis of the current business model. A retailing business model has three interconnected core elements: type of trade object, operations, and coordination. Interoperability between components of the retailing business model is critical to achieving synergy effect that can ensure the creation of maximum value. In order to achieve high efficiency of trade enterprises, it is necessary to shift their focus from selling products to creating a high-quality customer experience. Conclusions. The business model of high qualitat that is consistent with reality and permeates all levels of a retail enterprise will enhance its competitiveness and effective organization of internal processes. This in turn will improve the situation in the industry as a whole that is of strategic importance for the Ukrainian economy.