ORGANIZATIONAL ASPECTS OF FORMING AN INFORMATION AND ANALYTICAL SERVICE FOR THE MANAGEMENT OF TRADE ENTERPRISES IN THE PERIOD OF DIGITALIZATION

Abstract

Changes in the behavior of business entities and their adaptation to digitalization processes have contributed to the need to form an information and analytical service for the management of trade enterprises, including electronic ones, the functional purpose of which is to provide relevant information, analytical messages to the managers of the management system and all participants in the consumer market in order to make informed management decisions using innovative technologies of the "Retail 4.0" concept. The purpose of the article is to improve the theoretical and organizational approaches to the formation of an information and analytical service for the management of trade enterprises using innovative communication technologies of the "Retail 4.0" concept, which will improve the quality of service for managers of the enterprise and structural units, customers, stakeholders through timely received relevant information and recommendations for decision-making under conditions of uncertainty. As a result of the study, the state of development of e-commerce in the international practice of selling goods through digital platforms was determined. A generalized characterization of the information and analytical service for the management of trade enterprises in accordance with the concept of "Retail 4.0" is prepared. The necessity of defining the components of the organizational, methodological, technical and technological support for the development of the service to improve the efficiency of its functioning in the online and offline modes is proved. The peculiarities of the organization of e-commerce in international practice and the expected global revenue from e-commerce in 2022 in foreign countries are analyzed, on the basis of which it is proved that the growth of global retail sales will continue and will occupy an increasing share of the consumer market. An organizational model for the formation of an information-analytical service for the management of trade enterprises in the context of digitalization has been developed, which structures the basic components of the organizational, technical and technological support of the service for generating information in terms of maximizing the use of the capabilities of the technologies of the XXI century and supporting the customer focus strategy. It is concluded that the awareness of the challenges and threats of digitalization by the administrative and managerial apparatus of organizational structures will help to maintain and update the information and analytical service using traditional and innovative communication channels, which will ensure the formation of a database in digital format, its expansion and protection, reducing the time for generalization and processing of information for its further use in the implementation of control and analytical procedures and decision-making. The practical significance of the obtained results is that the use of the developed model will help to improve the quality of information resources and increase the efficiency of their use by business entities. These innovations will result in technological changes.