In contractual relations between manufacturers and sales participants, the emphasis is on pricing policy, terms of sale, territorial rights, structure of services (responsibility, duration of the contract and conditions for its termination).

Pricing policy is mainly related to the discounts that sales participants receive for performing sales functions, bulk purchases, cash payments, as well as the amount of commissions.

Terms of sale determine the price and quality guarantees, terms of payment and transportation, compensation for unsold products and discounts for returns. A guarantee against price reductions is especially important. It protects sales participants from payment high price for a product that is then sold cheaper by other companies. If prices are reduced, the original buyer is compensated so that the product costs the same to him as to competitors. Otherwise, it will not be able to set the same prices that competitors set for consumers.

Territorial rights define the geographic areas in which channel members and/or target markets may operate (e.g. small businesses) with whom they can enter into contracts. Exclusive rights in the territory are possible.

Service/Responsibility Structure. It characterizes the role of each participant in the distribution channels, determines who trains sales personnel, supplies goods, prepares advertisements, stores supplies, decorates display cases.

The duration of the contract and the conditions for its termination protect trade from the fact that the manufacturer (supplier) will bypass them before the expiration of a certain period, using the created territorial market. The manufacturer is protected by the fact that the duration of the contract is limited and the conditions leading to its termination are defined.

All participants in the distribution of goods have common goals: profitability, access to products and services, effective distribution and sales, and customer loyalty. However, there are differing views on how to achieve them. Because of this, conflicts occur within the channel. Conflict can occur both between representatives of the same level and between representatives of different levels.

Collaboration typically occurs between members within the same channel. Manufacturers, wholesalers and retailers help each other, and their cooperation usually brings great profits to everyone.

Competition occurs between firms and systems trying to serve the same target markets. An important part of any company’s product distribution program is its level of customer service. The decisions made concern the frequency of deliveries, their speed and stability; urgent delivery procedures; accepting small orders; storage; coordination of assortment, etc. Poor performance in these areas can result in loss of customers.

The sales system of goods is a key link in marketing and a kind of finishing complex in all the activities of the company in creating, producing and bringing goods to the consumer. It is here that the consumer either recognizes or does not recognize all the efforts of the company as useful and necessary for himself and, accordingly, buys or does not buy its products or services.

In concept sales the following number of functions should be included: transportation, warehousing, storage, processing, promotion to wholesale and retail trade levels, pre-sale preparation and the actual sale of goods. The main elements of the sales system in the conditions market economy should be considered: distribution channel, wholesaler, retailer, broker, commission agent, wholesale agent, consignor, sales agent, dealer. The diversity of participants in the sales system is explained by the following. The owner of the company strives to reduce sales costs, but it is necessary to ensure consumer convenience. All the diversity and significant number of all kinds of resellers precisely reflect, on the one hand, the specifics of the product, the market, the company itself, and on the other, the requirements for creating maximum comfort for the buyer.

Under trade understands the whole variety of distribution channels. Conventionally, the structure of trade in consumer goods can be divided into two subsystems: the actual trading and supply subsystems. The first is represented by a wholesale and retail network, the second by the infrastructure that ensures the distribution of goods.

Thus, commodity distribution is the activity of planning, implementing and monitoring the physical movement of materials and finished products from their places of origin to their places of use to meet consumer needs and benefit themselves.

Wholesale

Wholesale trade is any activity of selling goods or services to those who purchase them for the purpose of resale or professional use. A wholesaler is a company that purchases significant quantities of goods from various manufacturers and organizes their movement into retail trade or direct sale to the consumer. Wholesalers are different from retailers. First, the wholesaler pays less attention to the incentive, atmosphere and location of his trading enterprise, because it deals primarily with professional clients rather than end consumers. Secondly, wholesale transactions are larger in volume than retail transactions, and the trading area of ​​a wholesaler is usually larger than that of a retailer. Third, when it comes to law and taxes, the government approaches wholesalers and retailers from different perspectives.

It is beneficial for manufacturing firms to use the services of wholesalers, because, even if they have sufficient capital, it is preferable for them to direct funds to the development of production rather than to the organization wholesale trade. And, in turn, it is profitable for wholesalers to support good relationship with all companies, if only on the grounds that this provides them with the most important weapon of wholesale efficiency - a wide assortment, a wide choice of goods. The fundamental difference between a wholesaler and a company's sales service is that he receives income and profit from the sale of goods from any company, and not just his own. But the tastes and preferences of consumers are different. Accordingly, the greater the selection of goods a wholesaler has, the higher his income and profit. Of course, marketing also faces problems: this includes decisions about the target market, prices, incentive methods, and the location of the enterprise. But wholesalers are significantly more involved in the selection of assortments. Wholesalers are under intense pressure to offer a full range and maintain sufficient inventory for immediate delivery. But this could have a negative impact on profits. Today, wholesalers select only the most profitable product groups for themselves. Preventing "internal" competition, wholesalers prefer, on the one hand, to refuse product advertising, and on the other hand, they retain the traditional network of traveling salesmen who maintain personal contacts with the company's clientele.

Almost all wholesale transactions use credit. For example, company A has the same good product, like company B. Both good reputation, high readiness for product service, equally well-established sales connections. Who will the wholesaler choose when all odds are equal? Of course, the company that offers him more reasonable price for a similar product. Well, if everything is the same here, then who will give the buyer best conditions credit, he will win. The opposite situation, of course, is also not uncommon in business practice. Start-up but promising industrial firms often use credit support from large trading companies.

Currently, wholesale trade branches are widely used in practice. The famous Singer company was one of the first to open such a branch. In the USA, more than 40% of turnover comes from such branches. The sales offices of producing companies, relying on the corresponding bases and warehouses, captured almost half of the wholesale in such a huge economy. Of course, the practice of takeover by industry played no small role in this. wholesale enterprises. The role of branded wholesale varies across industries. The nature of the product, the characteristics of the market, and even just traditions play a role here. At the same time, it turned out that interesting fact that the competition between branded and independent wholesalers is not so intense. There is a kind of division of spheres of influence. In almost a third of cases, wholesale branches of companies act as suppliers to independent wholesale units, who supply goods to retail. The fact is that, as noted, delivery to retail trade is accompanied by significant modification of the product, but wholesalers of industrial companies do not do this. The goal of any business is to create a consumer. One of the major innovations in the market strategy aimed at creating more and more new consumers is “franchising”.

Franchising-type contracts began in the 30s by companies producing cars, gasoline and soft drinks, which attracted small independent traders to cooperate, giving them the right to sell their goods. IN post-war period This model began to be used in other types of trade and now covers almost all types of services to production and the population. “Franchising” means some kind of agreement on the representation of trade interests industrial company its dealer (operator). Its essence is as follows: for a certain one-time fee and the obligation of further monthly payments in favor of the producer, the dealer receives the right to exclusive sale of the producer’s goods and services, use of his trademark, assistance in equipment and operation point of sale, company assistance in all settlement, credit and financial transactions and the possibility of company training. The company's control over the dealer's work is very strict. As part of the company, in most cases they act as its own enterprises, and enterprises owned by operators. An organizational structure of this kind is not unified: own and attracted enterprises can be combined in very different proportions, the number of enterprises can vary from 2 - 3 to hundreds and thousands. In large associations, the practice of subcontracts has been developed: the operator who has received the right to use brand name in a particular territory, creates own network counterparties. The main reason for the success of the “franchising” system is its mutual benefit for partners. From the side of the company: firstly, it was entirely built at the expense of dealers, i.e. the risk is minimal and the diversion of capital is also minimal; secondly, it is flexible, and the number of "points" can be changed or reoriented very quickly; thirdly, it is easy to control; fourthly, the dealer is so dependent on the patron company that management does not face serious conflicts; and finally, here can be almost completely carried out pricing policy company (if the buyer accepts it). From the operator’s side: the opportunity to start your own business, overcoming management difficulties, etc.

Retail

Any product must reach the consumer at minimal cost and as quickly as possible, most fully satisfy the needs of the client-consumer, turn into money, and provide profit to the enterprise as a guarantee of its future prosperity. In order for the entire mechanism of product distribution and extraction of maximum profit at all levels to operate smoothly, it is necessary for the product to find its buyer. And the task of the retailer is to find a buyer for the product and make the product attractive in the eyes of the future “owner”: either with a suitable price, or timely appearance, or irreplaceable services for its selection and operation, benefits, guarantees and a host of other tricks. In general, everything that for a while allows us to forget that the trading company also pursues its own mercantile interests, but makes us feel like “the master of the situation” and inspires confidence that this particular product is suitable for us in all respects. Last word for the buyer. Any trading company must remember this if it wants to succeed in its field.

The retailer makes decisions about the choice of target market, product range and range of services, pricing policy, sales promotion and location of the enterprise.

The most important decision a retailer has to make is selecting a target market. Without choosing a target market and creating its profile, it is impossible to make consistent, mutually consistent decisions regarding the product range, store design, advertising messages and advertising media, price levels, etc. Store management needs to clearly formulate the image of the store by answering the questions:

• what the interior should be like;
• how easy it is to shop;
• how much high quality goods;
• how wide is the selection of goods;
• prices;
• the sellers are friendly and helpful;
• How convenient is the location of the store compared to others.

Create an ideal model for yourself and strive for it. When servicing different social groups you need to choose the main one target client and focus on it.

Retailers must make decisions about three major “product” variables: product mix, service mix, and store ambiance. The first parameter for the classification of retail establishments is the product range they offer. In a broader sense, they talk about the breadth and richness of the assortment, identifying the main types of stores based on these characteristics. The most important are the specialty stores; department stores; supermarkets; convenience stores and supermarkets generalist; shopping malls And retail businesses services.

In any case, the retailer's assortment must meet the consumer expectations of the target market, because It is the product range that is the decisive factor in competition. It is also necessary to resolve the issue of the range of services that the seller is ready to offer to clients: accepting orders by telephone, sending orders by mail, extending opening hours, accepting goods on consignment, demonstrating goods, arranging displays, advertising, benefits and discounts, guarantees.

After-sales services: delivery, packaging of purchases, customization of goods, loyal attitude for returns, reworking of goods, etc.

Additional services: help desk, credit, cafe, repairs, rest rooms, interior design, etc. It must be remembered that the range of services is one of the decisive weapons non-price competition to make the store stand out from the rest.

The atmosphere of a store can be created by creative workers who know how to combine visual, auditory, olfactory and tactile stimuli to achieve the desired effect.

The third issue that management needs to address is the issue of pricing. The prices charged by the retailer are a key factor in competition and at the same time a reflection of the quality of the goods. The idea of ​​lowering prices can be illustrated as follows: “People don’t need cheap goods, they need a “cheaper” product.

To fully reach consumers, retailers use conventional promotional tools: advertising, sales promotion, publicity, and personal selling.

Questions for review and discussion:

1. What is meant by the term "distribution"?
2. What are distribution channels?
3. What types of distribution channels are there?
4. Indicate the functions performed by distribution participants?
5. What methods of distribution of goods are there?
6. Name the main methods of distribution.
7. What areas of cooperation exist between distribution participants?
8. What is a franchising activity?
9. Name the main types of enterprises retail.
10. What after-sales services can retailers provide?

Introduction

The economy of an enterprise exists in a developed system of social division of labor, and the connection between production and consumption is the starting point for applying the regulatory influence of the economy, since production has no meaning if it does not end in consumption. An imbalance in any part of the economy can lead to a chain reaction of disturbances throughout the entire national economy. In a market economy, the solution to balance is especially important due to the need to implement effective regulatory policies in this area, which involves the development of methodological aspects of creating a balance between production and consumption at a particular enterprise.

Relationship between production and consumption of products

Production is the interaction of all factors. The result of production is the total social product. Production is the main link of reproduction (constant repetition of the production process).

Consumption - the final phase of the reproduction process, consisting in the use of the product of labor in the process of satisfying human needs, production and non-productive spheres of society.

There is a complex relationship between production and consumption. Despite the importance of production, it makes sense only when it serves consumption. Consumption forms the goal and at the same time the driving motive of production. Consumption dictates the social order for production, predetermines the volume, structure and quality of the social product. The emergence of consumption is decisively determined by production itself.

Distribution and exchange are the connection between production and consumption and form a unique mechanism of their interaction.

All these stages do not exist on their own, in isolation from each other, but form parts of a single whole. Production is the starting point from which all movement begins.

Consumption is the final stage of product movement. This is where its use value is realized. As Marx wrote, a dress becomes truly a dress only when it is worn. Consumption can be divided into two types: industrial consumption - burning coal in a steam engine - and personal consumption, during which food, clothing, housing, cultural and household items are used by a person to satisfy their needs.

Distribution relations and the very consumption of goods and services by people significantly influence production. They can either stimulate or inhibit its development. For example, the principle of distribution according to the quantity and quality of labor, applied to hired workers and employees, plays a significant role in the development of production in all developed countries. They are paid well for increasing labor productivity, for creative influence on production process. This increases the material interest of workers.

Consumption is a fundamental stimulus for the development of production, influencing the growth of its scale and the development of industries, incl. agriculture, light industry, mechanical engineering, transport, communications, etc. In addition, we must take into account not only personal, but also production (oil, gas, electricity, etc.) consumption, necessary for the existence of the production process itself.

Manifestations of the economic life of society, namely the production of various kinds of objects and services, their distribution, exchange and consumption (personal and industrial) are closely related and interact with each other. Their connections and interactions are sometimes complex and contradictory. At the same time, the objective contradictions between production and distribution, distribution and exchange, production and consumption are driving force development of the entire economic life of society.

Needs bring to life, support and stimulate the production of certain products and services. No needs - no production. Moreover, the range of needs is constantly expanding. In addition, they develop qualitatively. It is important that the needs themselves, not only social, but also personal, develop under the influence of the production of various items and services. These are, for example, the needs of people for many food products, modern clothes, household appliances, refrigerators, televisions, etc. By influencing the formation of these needs, production creates the most important condition for its sustainable development.

As already mentioned, the needs and demands of the consumer stimulate production and, on the other hand, production, creating new values, benefits, influences consumption.

But it is well known that production volumes and the number of types of products produced are limited by production resources. And people’s needs, the desire to consume more, better, more varied, are growing and growing. How can production and consumption be reconciled? First of all, you need to learn the immutable truth: “You cannot consume more than what is produced or received.” So the main regulator and limiter of the volume and structure of consumption is production. The use of stocks and imports can help the problem only temporarily, it can ease the decline in consumption, the final word still remains with production. The consumer depends on the producer due to the fact that the producer creates consumer goods. In turn, the producer depends on the consumer, since the consumer acquires and buys consumer goods. The interaction of producers and consumers is different in different economic systems. It also depends on the availability of goods on the market and the degree of monopolization of production. In an economy of a centrally planned type, where producers are formally obliged to produce the quantity of goods provided for by the plan and provide them to the consumer, in reality a different picture is observed. Since production efficiency is low, plans are not fulfilled and the manufacturer is not interested in meeting consumer needs, a chronic shortage of goods arises. In such conditions, the consumer becomes completely dependent on the manufacturer and the so-called dictate of the manufacturer arises. In essence, it prescribes to the consumer what and how much to consume, producing products of a certain type and quality in a certain volume. A different picture is observed in an economy with prevailing market relations; in these conditions, a free saturated market, market prices equalize supply and demand for goods and services, due to which producers and consumers become equally dependent on each other. Competition between manufacturers also contributes to this. If the manufacturer does not satisfy the consumer's needs, the consumer will turn to another manufacturer. The influence of consumers on producers in conditions of competition and a free market is so great that sometimes they even talk about “consumer dictate”. Relations between producers and consumers should not be built on opposition to each other. Normal relationships are cooperative relationships in which the manufacturer strives to satisfy the consumer's needs, and the consumer pays him for it in "face value."

Market relations are relationships and connections that develop between sellers and buyers in the market processes of buying and selling goods. The subjects of market relations are consumers, producers and suppliers of resources.

Consumers and producers in market relations

Consumers are those entities that have money: entrepreneurs, employees, small producers, pensioners, students. Thus, almost the entire population of the country is the subject of market relations. In a market economy, in order to consume, you must first buy on the market.

Manufacturers of products are enterprises - capitalist and simple commodity producers. They produce goods and services that must satisfy the needs of consumers - buyers.

The suppliers of resources such as land, labor, capital and entrepreneurial talent are the owners of these resources. Land as a production resource is supplied by landowners, labor is supplied by its bearers - workers, engineers, managers, and other specialists. Capital is supplied by the owners of the means of production - capitalists, and entrepreneurial abilities - entrepreneurs.

When analyzing market relations, it is also customary to distinguish two main subjects: households and enterprises. These subjects are inherent in the model of a pure market economy, in which the role of the state in economic processes minimal.

Households perform two main functions in a market economy: as a rule, they are the main and main suppliers of all economic resources and at the same time the main expenditure group in the national economy.

Enterprises are the second main and important component of the private sector. Enterprises are the main link of the national economy, which ensures the production of goods and services and carries out commercial activities for the purpose of making a profit. Home-based businesses are extremely diverse - from giants such as holding company"Luganskugol", which has 35 enterprises with a total of 29 thousand workers, to tiny workshops and grocery stores - with one or two employees.

In a mixed market economy, an important subject of market relations is the state (as defined by Western economists, the government). The state and the market system share the main fundamental problems of a market economy. Thanks to this, the functioning of the private sector based on the market system is modified public sector in various ways, such as the redistribution of income and wealth; adjustments to resource allocation, control over employment and inflation levels, etc.

Objects of market relations

The main objects of market relations are:
1) goods and services that are supplied to the market or can be supplied at a certain level prices. We also include capital goods as goods, i.e. means of production;
2) labor power, or labor;
3) land and many other natural resources;
4) real estate: buildings, structures, housing.
Market relations are embodied in such a category as the market.

Manufacturers are physical or legal entities whose activities are aimed at creating an economic product. Modern manufacturers can engage in both material production and the production of intangible products - services.

Producers and consumers: concept and relationship

Today, the production of intangible services depends primarily on how well developed production of tangible economic products– the magnitude of their processing, as well as technical equipment. The activities of producers are aimed at satisfying the social, economic and cultural needs of consumers.

Consumers are exclusively individuals who have a desire or need to purchase goods ( material product or services) for needs not related to business activities.

The relationship between producers and consumers lies in the fact that consumers indicate to the producer the quantity and type of economic product that he most needs. The consumer’s demand for a certain type of economic product directly depends manufacturer's profit.

Economics and its role in society

The economy is economic life members of society, as well as the totality of those relationships that develop as a result of the production process, consumption and exchange of a certain type of product or service. The economy is a complex organism that ensures the life of society as a whole, and each person in particular.

To date, four forms have been identified in which an economy can exist: market, traditional, administrative-command and mixed. Depending on the type, the economy is divided into the following types:

Microeconomics (separate private enterprise or production);

Macroeconomics (state economy or national economy);

Intereconomics (patterns of development of the world economy).

Of course, economics plays a leading role in the life of any society. Thanks to the economy, people can satisfy their needs for material and intangible goods. Economics is systematizing link the public, which determines the course of all events that occur in the life of society.

Stages of development of capitalism

The scientist-economist K. Marx developed three stages historical development capitalist relations are the simplest production, manufacturing and large-scale machine industry.

Simplest production- the stage of capitalism, which is characterized by small-scale commodity production without division of labor. All workers who were involved in production performed the same work at the same time, which affected low labor productivity.

Manufactory- the stage of capitalist relations, the main features of which were the involvement in production large quantity workers whose labor was divided. The division of labor significantly increased the volume of manufactured products, which led to a more sustainable nature of production and consumerism.

Manufacturing production made unregulated labor possible - for the first time the concepts of seasonal, shift and urgent work. Large machine industry- the stage of capitalist relations that arose on the basis of manufacturing production.

This form of capitalism preserved the system of manufacture, but significantly exceeded it in scale. While manufacturing employed an average of about 30 people, large-scale machine industry required hundreds of workers. However, the introduction of machines (machine tools) into the production process required qualified labor force, people who had practical skills in handling machines.

1 METHODOLOGICAL BASIS OF INTERACTION

ECONOMIC ENTITIES

1.1 Socio-economic and institutional transformations during the transition to new system management

1.2 Transformation of ownership and transaction costs

1.3 Conditions determining the interaction of economic entities

2 INTERACTIONS OF PRODUCERS AND CONSUMERS ON THE NOVGOROD REGIONAL CONSUMER MARKET

2.1 Influence external environment to form a regional consumer market

2.2 Interaction between producers and consumers in the regional market

2.3 Improved regional market model in economics transition period

3 IMPROVING COMMUNICATION METHODS

PRODUCER-CONSUMER" IN TRANSITIVE ECONOMY

3.1 Forms of relationships between sellers and buyers at the macro and micro levels and factors of a socio-psychological nature that destabilize the Russian economy

3.2 Improving sales channels and distribution of goods in the consumer market

3.3 Use of economic and mathematical modeling to solve problems of optimization of the logistics sales system

Recommended list of dissertations

• Marketing aspects of the activities of a retail trade enterprise 2002, Doctor of Economics Paramonova, Tatyana Nikolaevna

• Marketing tools for influencing consumer behavior of subjects of the regional retail pharmaceutical market: the example of a pharmacy chain in North Ossetia-Alania 2009, Candidate of Economic Sciences Dzagoeva, Aida Ruslanovna

• Market strategies for the development of the agricultural sector of the economy based on marketing principles and technologies 2002, Doctor of Economics Kardanova, Larisa Ivanovna

• Economic diagnostics and efficiency of interaction between business structures in the consumer market 2007, Doctor of Economics Omarova, Natalya Yurievna

• Industrial and trade policy of industrial enterprises of consumer cooperation 2005, Doctor of Economics Parshin, Nikolai Mikhailovich

Introduction of the dissertation (part of the abstract) on the topic “Interaction between producers and consumers in the transitional economy of Russia: Regional aspect”

Relevance of the research topic. The formation of a market in Russia is impossible without transforming the entire complex of relations covering the industrial and marketing activities of firms, forms of business organization, and its interaction with local authorities management, as well as relationships with end consumers of their products. Close and continuous interaction between economic actors has always been crucial in the use of limited production resources. Currently, the importance of this interaction has increased sharply, since not only the well-being of individual citizens and a particular region, but also the prospects for economic growth of the state as a whole depend on its effectiveness. Of particular relevance this problem acquires in a transitive economy, since the emergence of pseudo-market forms of relationships and motives for the behavior of economic entities gives rise to consequences unusual for the market.

The specificity of a transitive economy is expressed in the transformation of economic agents themselves, the formation of a special institutional environment that determines the behavior of producers and consumers. Their interaction takes place against the backdrop of an unstable external environment generated by uncertainty and asymmetry of information. Therefore, it is necessary to adapt existing and emerging forms of interaction between producers and final consumers to the changing economic conditions both at the micro, macro and meso levels. The works of domestic economists examine modern forms interactions at the level of the company and the economy as a whole, but within a particular region (meso level) they have not yet been sufficiently reflected.

Therefore there arises urgent need studying issues related to the formation of new forms of interaction between economic entities - producers and consumers; introduction of various market schemes for bringing goods to final buyers; resolving contradictions in the relationship between sellers and buyers in the market; with the study of the regional consumer market and forms of its regulation.

The degree of development of the problem. The increasing importance of interaction between economic entities in modern conditions leads to the need for a more in-depth study of the essence and content of the relationships between end consumers and producers, as well as identifying their main trends at the regional level. An analysis of the works available on this problem revealed the presence huge amount studies devoted to the behavior of producers within the framework of the theory of the firm and the actions of consumers within the framework of theories of consumer behavior, however, works that combine these studies into a single whole and provide theoretical and applied justification for their interaction are clearly insufficient.

The methodological foundations of the scientific analysis of the theory of enterprise, property theory, consumer behavior, institutional theory were set out in the works of the classics of political economy, Nobel Prize winners in economics Ronald Coase, Douglas North, Kenneth Arrow, Paul Samuelson, Friedrich von Hayek, James Tobin, George Stigler , Maurice Allais, Gary Becker, Milton Friedman, John Hicks, Gerard Debreu, Herbert Simon, George Akerlof, Michael Spence and Joseph Stiglitz; and also in basic research Kornai J., Naita F., Alchiyan A., L. Hurwitz, O. Williamson, X. Demsetz, R. Posner A. Hart, J. Niehans, V. Baumol, P.M. Granta. Features of the functioning of firms and the behavior of end consumers in the transitive economy of Russia are highlighted in the works of such academic economists as V.V. Radaev, A.B. Buzgalin, E. Gaidar, JI. Geiger, S. Glazyev, JI. Evstigneeva, R. Evstigneev, A. Illarionov, M. Abalkin, R. Kapelyushnikov, A.D. Radygin, A. Nesterenko, H.-J. Wagenera, P.J.J. Welfensa, V. Kokorev, S. Malakhov, A. Oslund, A. Shastitko, O.U. Yuldasheva, M.N. Uzyakov, G. Kleiner, B. Ikes, R. Ritterman, A. Auzan, P. Kryuchkova, JI. Grishin, V. Avtonomov, N. Gorin, L. Goricheva.

The fragmentation of the study of problems of interaction between producers and consumers at the level of a separate region requires their systematization and further research in order to identify regional characteristics and develop on this basis practical recommendations for improving industrial and sales policy manufacturing enterprises.

The relevance of the problem under study, the degree of its scientific development and practical significance determined not only the topic, but also the goals and objectives of this dissertation research.

Goals and objectives of the study. The purpose of the dissertation work is to study the characteristics of the behavior of producers and consumers in the transitional economy of Russia, to substantiate the mechanisms of their interaction in the regional consumer market and to develop, on this basis, methodological approaches to the formation of a rational sales policy of producers.

Taking into account the degree of development of individual issues and the stated goals of the study, the author focused on solving the following problems:

To characterize institutional transformations within the framework of the transition of the Russian economy to market system management;

Determine the conditions and identify the features of interaction between economic entities in the process of formation of new organizational and economic structures;

Analyze the influence of exogenous factors on the formation of the regional consumer market and improve the general model of this market in conditions of an unstable external environment;

Identify the main forms of interaction between producers and consumers at the macro and micro levels using the example of the Novgorod region;

Research channels of sales and distribution of goods in the consumer market and, using methods of economic and mathematical modeling, solve the problem of optimizing the sales policy of Novgorod manufacturers.

The object of the study is the consumer market of the Novgorod region.

The subject of the study is the mechanisms of interaction between producers and consumers, in particular trade, which is the final link in the process of bringing goods to the final buyer.

The theoretical and methodological basis of the dissertation was fundamental monographic works, scientific articles and applied developments of domestic and foreign scientists on the problems of interaction between producers and consumers in the conditions of the formation of a new economic mechanism in Russia.

When conducting the study, micro- and macro methods were used economic analysis and economic and mathematical modeling.

Information base The research was based on reference materials from statistical collections of state statistics bodies of the Russian Federation and the Novgorod region, forecasting and analytical materials from the Ministry of Economy, analytical information from the Russian and foreign business press, and data from special studies of the Institute of Transition Economy of the Russian Federation.

Scientific novelty dissertation research is as follows:

The methodological foundations for the interaction of economic entities in the transitional economy of Russia have been developed, and the factors determining the behavior of producers and consumers in the transition period have been further argued;

The main forms of relationship between sellers and buyers at the micro, macro and meso levels have been studied and clarified; a schematic diagram of the organization of interaction between enterprises and consumers at the regional level is proposed;

The general model of the consumer market has been improved, taking into account regional characteristics and specific conditions of a transitive economy; on its basis, the capabilities of regional governments to change the “rules of the game” are identified and the consequences of these changes are determined;

The place and role of new forms of interaction with customers for the transitive economy, such as marketing logistics, category management, merchandising, are substantiated, and recommendations are given for their use in the Novgorod consumer market;

Using the methodology for selecting the best solutions within the logistics system, the problem of optimizing the choice of sales channels for manufacturing enterprises has been solved consumer goods Novgorod region.

Theoretical and practical significance of the work. The results contained in the work make a certain contribution to the development of the regional theory of interaction of economic entities in a transitive economy.

The results obtained during the dissertation research made it possible to identify real trends in the functioning of enterprises and consumer behavior in the transitional economy of Russia, and to improve the model of the functioning of the regional consumer market. Some provisions and recommendations can be used in the process of forming industrial and social policy Novgorod region and other regional entities.

Certain provisions of the dissertation can be used in educational process when reading courses in regional economics, general economic theory on the topics “Features of the transitional economy of Russia”, “Theory of interaction of economic entities” and a special course “Regional policy in a transition economy”.

The most significant results obtained by the author during the research process and presented for defense:

At the stage of a “stationary transition” economy, the behavior of producers and consumers is determined by the transformation of the economic entities themselves, which occurs against the background of uncertainty and asymmetry of information due to the instability of the external environment;

The model of the regional consumer market proposed in the dissertation research allows us to reveal that when implementing stimulating policies in the consumer market by reducing entry barriers for individual producers, regional authorities must take into account that in short term these measures make it possible to solve socio-economic problems, however, in the long term they cause a tendency towards monopolization of the corresponding sector of the consumer market;

Based on the analysis of new forms of interaction between producers and consumers for the Novgorod region, such as category management, merchandising, trade under own brands, given practical recommendations to increase the trade turnover of firms and the quality of services provided, which will ultimately lead to the quantitative and qualitative saturation of the needs of the population.

Using mathematical modeling, we determined optimal options sales of the main groups of consumer goods by regional manufacturing enterprises.

Approbation of work. The main provisions and results of the dissertation research were reported and discussed at 3 international scientific and practical conferences “Economy entering the 21st century” (October 1999, Veliky Novgorod), “Economic system of Russia: past, present, future” (September 2000 , St. Petersburg), " Strategic planning and innovations in economics and ecology" (October 2000, Veliky Novgorod), annual scientific conferences of NovSU faculty in 2000-2003, as well as at a joint seminar of young scientists from NovSU and the European University in St. Petersburg "Issues of economic theory and practice" (November 2001, Veliky Novgorod).

Structure of the dissertation. The purpose of the study, its main objectives and logic predetermined the structure of this scientific work. It consists of an introduction, three chapters, a conclusion, including 6 diagrams, 15 figures, 28 tables, a bibliography of 150 sources and 6 appendices.

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