FULFILMENT-LOGISTICS IN MARKETING: STRATEGIES FOR SUCCESSFUL COMMERCIAL ACTIVITIES OF ENTERPRISES

The study is devoted to substantiating the strategic role of fulfillment logistics as a tool for marketing management of enterprises in the context of digital transformation of market relations and intensive development of e-commerce in Ukraine. The relevance of the topic is determined by the need to rethink traditional logistics approaches in the context of consumer value formation, since modern consumers consider the quality of order fulfillment to be an integral part of the overall experience of interaction with the seller, which directly affects their loyalty and willingness to make repeat purchases. The work uses a set of scientific methods: system analysis to study fulfillment logistics as a complex integrated system, a structural-functional method to identify relationships between operational processes and marketing results, comparative analysis to compare different strategic approaches to fulfillment organization, methods of generalization and systematization to develop a typology of strategies and a system of evaluation indicators. The results of the study reveal the transformation of fulfillment logistics from an operational function into a strategic marketing tool that generates measurable economic effects by increasing customer satisfaction. Six basic fulfillment logistics strategies with different marketing characteristics have been identified: speed, reliability, personalization, flexibility, cost-effectiveness, and sustainability, each of which is focused on the specific needs of target segments. A system of balanced performance indicators has been developed that combines operational metrics with marketing indicators and allows for a comprehensive assessment of the impact of fulfillment on commercial activities. The mechanism of the impact of logistics service quality on the formation of customer experience through key points of contact between the consumer and the enterprise has been substantiated. The practical value of the work lies in the formation of specific recommendations for Ukrainian enterprises on the integration of fulfillment logistics into their marketing strategy, taking into account the specifics of the national market, the resource capabilities of companies, and the characteristics of various product categories, which will increase the competitiveness of domestic businesses in the context of growing consumer demands for service quality.