Сучасні тенденції функціонування підприємств видавничо-поліграфічної галузі та альтернативи їх розвитку

Abstract

Стаття присвячена актуальним проблемам діяльності вітчизняних видавничо-поліграфічних підприємств. Проаналізовано сучасний стан, особливості і тенденції розвитку суб’єктів господарювання галузі. У процесі дослідження визначено важливу роль видавничо-поліграфічних підприємств у розвитку національної економіки. Обґрунтовано вплив факторів на процес функціонування та окреслено подальші напрями розвитку видавництв і поліграфічних підприємств із врахуванням специфіки галузі. Ключові слова: видавництва, поліграфічні підприємства, ринок, розвиток, книготорговельна мережа.

The article is devoted to actual problems of functioning of domestic publishing and printing companies since publishing in Ukraine is an integral part of the information space, despite many difficulties and contradictions of development, plays a significant role in the self-awareness of the nation, forming the culture and spirituality and enhance business principles. The aim of the article is an analysis of the current state, problems and trends of development of economic entities of publishing and printing industry. The methodological basis of investigation are fundamental works concerning significant changes and features of business, i.e. the need of market entities adaptation to modern conditions, competition, greater dependence on changes and environmental effects, uncertainty, methods of state regulation, management responsibility for the results of management decisions. The importance of the fundamentals of industry management based on the use of appropriate methods, principles, functions is outlined and their significance in the process of businesses is described. A graphical model of the enterprise as a complex economic system that is holistic and combines some components, connections, control and feedback, is proposed. An attempt to compare features of functioning of economic entities of publishing and printing industry in a planned and market economies is made. It is noted that the internal national market of publishing and printing production is influenced by the interaction of consumer demand and aggregate supply and the base of imbalance of these two categories is identified. The necessity of taking into account important factors that affect the performance of businesses is highlighted. It is analyzed and noted that the effectiveness of the sector depends on close cooperation between all the components of the system, such as publishing houses and publishing organizations, printing enterprises, book-selling network. The importance of public policy through the use of effective methods and leverages of influence, introducing measures to support to the further development of industry entities is outlined. The role of pricing in terms of a company, the importance and effectiveness of methods, strategies, tactics, principles that ensure the formation and the optimization of price level is justified. The practical significance concerns the proposed orientation of enterprises of publishing and printing industry and the formation of effective mechanisms of modern management, taking into account the transformation processes taking place in the domestic economy, through clearly defined at the state level strategic alternatives for further operation. Keywords: publishing houses, printing companies, market, development, books distribution network.