Modeling of enterprise competitiveness management system on the basis of marketing in the conditions of changing consumer preferences and development of innovative entrepreneurship

Relevance of the research topic. Research on the modeling of enterprise competitiveness
management system based on marketing in the face of changing consumer preferences and the
development of innovative entrepreneurship is due to the lack of a single methodology for determining
its own competitive potential with a clear focus on market conditions and competitive risk.
Formulation of the problem. When modeling the system of enterprise competitiveness
management on the basis of marketing in the conditions of changing consumer preferences and
development of innovative entrepreneurship, competitive advantages must be: significant in terms
of competition, meet the main factors of success; be resilient in an unstable environment, have
inaccessibility to be reproduced by competitors, etc., which requires further research.
Setting the purpose and objectives of the study – to study the modeling of enterprise
competitiveness management system on the basis of marketing in the conditions of changing
consumer preferences and development of innovative entrepreneurship.
Research method or methodology. The historical–logical method is used in the article; method of
systematization, classification and theoretical generalization; method of logical analysis and synthesis.
Presentation of the main material (research results). It is proved that the modeling of the enterprise
competitiveness management system on the basis of marketing deserves attention when approving
the plan of long–term perspective development in unstable dynamic conditions of changing consumer
preferences and development of innovative entrepreneurship. The introduction of innovation–oriented
enterprises in the competitiveness management system can help strengthen their competitive
position in a risky competitive globalized marketing environment, as well as increase the overall level
of competitiveness, as well as benefit from the effective use of competitive assets and competencies.
Field of application of results. The results of the study can be used in the practice of modern
innovation–oriented enterprises to increase the level of socio–economic efficiency.
Conclusions. It is substantiated that the improvement of strategic directions of realization of actual
competitive advantages is based on strategies of marketing management of competitiveness. It has
been proven that maintaining competitive advantage requires innovation–active enterprises to take
a global approach to strategies.