PROBLEM ASPECTS AND PROSPECTS OF THE DEVELOPMENT OF TRADE MARKETING IN THE AUTO PARTS MARKET OF UKRAINE

Abstract

The development of trade entrepreneurship in Ukraine and in the world as a whole has undergone significant changes due to the processes caused in 2019-2021 by the COVID-19 pandemic, and from February 24, 2022, by military aggression on the part of the Russian Federation. The pandemic accelerated the transition of trade business to online platforms and marketplaces. Following the increase in Internet sales of various household goods, a real Internet boom began in the domestic auto parts market. It is precisely because of the complexity and diversity of the product range that initially tires were sold en masse in the network – the simplest products for cars from this point of view. However, at the moment, Internet stores provide potential consumers with an almost complete list of auto parts, and it is on the Internet that you can find a part that is missing from a classic parts distributor. In order to obtain more profit and meet the needs of customers, enterprises operating in the auto parts market use trade marketing tools. Trade marketing needs to be clarified regarding the definition of its content and directions of its application by modern manufacturers of cars and auto parts, as well as retail representatives. The purpose of writing the article was the need to clarify certain theoretical generalizations regarding the specification of the definition of "trade marketing" and to identify problematic aspects and prospects for the development of trade marketing in the auto parts trade market of Ukraine. The author's own vision of the concept of "trade marketing" is formed in the article. Trends in the development of the car and auto parts market were studied, and trade marketing trends for the auto parts market were formed. The introduction of innovative trade-marketing technologies, the mass transition of companies to the production of electric cars, developments in the field of autonomous cars and the spread of new forms of mobility, such as: carsharing and ridesharing, are only a small part of the promising directions for the development of the automotive industry, and therefore the further development of the auto parts market.