The Image of Trade Enterprise: Approaches to Its Formation

Abstract

The article is aimed at developing approaches to the formation of image in case of trade enterprises. A theoretical analysis of the definitions available in the scientific literature is carried out to understand and closer define the essence of the category of «image» in the context of current tendencies. The opinions of scholars on the interpretation of the concept of «enterprise image» are analyzed, on the basis of which it is concluded that the universal formulation of this category appears to be a complex one. It is justified that the image is a socio-psychological category, which is based on a person’s special sensitivity to the social environment. The authors’ own definition of this concept is proposed, taking into account variability of the current economic situation in Ukraine. The features of the formation of image of trading enterprise are defined, and the feasibility of developing a complex of measures as to forming, supporting and improving the image are substantiated. It is emphasized that the image of trading enterprise is highly sensitive to changes in the business environment and needs to be adjusted to meet the needs of each individual participant. In the article are schematically depicted participants of external and internal business environments, influencing on the image of trading enterprise. An approach to image formation is proposed taking into account the targeted impact of management subjects on business environment participants (stakeholders). Focus is put on the rational (logical) and emotional (psychological) methods of influence of management subjects on the perception of information by different social groups. A mechanism for shaping the image of trade enterprises is developed, which will allow to interact with all participants of the business environment as effectively as possible. Four main sets of measures to improve the company’s image are presented: production and economic, marketing, clientele, personnel.

Keywords

• image
• enterprise
• trade
• stakeholders
• formation
• business environment