FACTORS INFLUENCING THE FORMATION OF THE IMAGE OF AN "IDEAL" ENTERPRISE IN THE FIELD OF CIRCULATION IN THE CONTEXT OF WORLD ECONOMY DIGITALIZATION

Resumo

Objective: This article presents the results of a study aimed at the process of forming the image of an "ideal" trading enterprise. Results: The author's definition of an "ideal trading enterprise" has been developed, the most important characteristics of such an enterprise from the point of view of its technological, commercial, marketing, and social image have been considered, and a methodological approach to the process of forming the image of an "ideal" trading enterprise has been developed. Conclusion: The main criteria for classifying the store's trading floor as "ideal" have been defined. The main factors of forming a positive image of a trading enterprise in the conditions of digital transformation of the retail sphere have been identified.