ЛОГІСТИЧНЕ СТРАТЕГУВАННЯ РОЗВИТКУ МЕРЕЖЕВОГО РИТЕЙЛУ

The article develops an approach to choosing a logistics strategy for the development of network retail. The proposed process approach includes four stages: organizational (development of regulatory and methodological support for the logistics strategy of network retail, formation of a logistics team for the development and implementation of the logistics strategy of network retail, definition of activities, distribution of responsibilities, formation of the organizational structure of logistics management, provision of a resource base), analytical (assessment of the state and trends in the development of network retail, assessment of the logistics support of network retail, formation of a rating of network retail enterprises by the level of their logistics support, implementation of SWOT analysis and PEST analysis), project (optimization of logistics trade and technological processes, development of projects of strategic measures, definition of the goals of network retail development, selection of a logistics strategy for the development of network retail), implementation (implementation of the logistics strategy, monitoring and control over the process of implementing the logistics strategy, selection of logistics tools for implementing the strategy, infrastructure of logistics support for implementing the strategy). A differentiated approach to the selection of logistics goals for the development of network retail is substantiated, based on the trends in the development of network retail and the level of logistics support for network retail. The positioning of network retail enterprises according to the trends in the development of network retail and the logistics support for network retail is carried out. An approach to the selection of a logistics strategy for the development of network retail is developed. The following logistics strategies are proposed: for enterprises with an outsider position - a strategy for transforming the logistics support of network retail; for enterprises with a follower position - a strategy for improving the logistics support of network retail; for enterprises with a defensive position - a strategy for increasing the dynamics of the development of network retail; for enterprises with a leader position - a strategy for maintaining leadership.