АНАЛІЗ УМОВ ФУНКЦІОНУВАННЯ СІЛЬСЬКОГОСПОДАРСЬКИХ ПІДПРИЄМСТВ ТА ТЕНДЕНЦІЙ РОЗВИТКУ РИНКУ ОВОЧЕВОЇ ПРОДУКЦІЇ В УКРАЇНІ В УМОВАХ ЄВРОІНТЕГРАЦІЇ

The article examines current trends and prospects for the development of the vegetable market in Ukraine in the context of the transformation of the agricultural sector and European integration processes. It substantiates the role of marketing as a key tool for improving the efficiency of agricultural enterprises in the vegetable growing industry. The dynamics of production, the structure of distribution channels, the level of profitability, and the price situation in the vegetable market are analyzed, and the main factors affecting the competitiveness of domestic vegetable producers are identified. Particular attention is paid to the introduction of modern production technologies, digitization and automation of agrotechnical and logistical processes, and the development of greenhouse and organic vegetable growing. Environmentally oriented practices are considered as a component of sustainable development of enterprises and their adaptation to the requirements of the European market. Based on analytical data, a long-term forecast for the development of the vegetable market has been formed, which provides for stable growth in production volumes, expansion of export potential, and diversification of the range of vegetable products. The article systematizes models of development of vegetable market enterprises depending on the scale of activity and organizational and legal forms, and considers the feasibility of using cooperative and vertically integrated approaches. Practical recommendations are proposed for business entities and government agencies on stimulating innovation, supporting small and medium-sized businesses, and forming a stable regulatory policy.