TRADE INNOVATION DEVELOPMENT

Background. In Ukraine, the problems of innovative development of trade have not received significant interest. The introduction of innovative solutions in the network business is an ongoing need for retailers to improve their competitive advantage for a higher customer satisfaction. This requires the implementation of systematic research and analytical determination of specific trends of innovative development of trade as part of the national economic system. The aim of the article is to determine the characteristics and trends of innovative development of trade and proposals for ensuring innovation at tradу enterprises taking into account global trends and prospects of attracting innovative and creative factor in shaping trade policy. Materials and methods. The methodological basis of the study is the theory of economic development and innovation. Based on a systematic approach the innovation processes in the trade sector of Ukraine was analyzed. Also methods of statistical and comparative analysis, structuring and fusion were used. Results. Innovation in trade in Ukraine was analyzed. Dynamics and tendencies of innovative commercial enterprises were identified. Problems of forming innovative system components of trade enterprises and suggestions to enhance trade policy in terms of strengthening integration processes were defined. Conclusion. Modern Ukrainian trade as part of the national economy requires specific approaches to the definition and implementation of trade policy, taking into account the innovation factor. The introduction at trade enterprise of modern technologies of innovative development, adequate conditions of development of the integrational innovative space will facilitate the transformation of technological knowledge into the finished product with high consumer value