IMPROVEMENT OF THE SALES SYSTEM AT PRINTING ENTERPRISES IN THE DPR

Abstract

Objective. To analyze the operational characteristics of the sales management system at printing companies in the DPR and develop practice-oriented improvement strategies, taking into account industry specifics, digitalization, and the transformation of demand for printed products. Materials and Methods. The study is based on systemic, process, and industry-specific approaches to sales management. The study utilized methods of analysis and synthesis, comparative and structural-logical analysis, as well as methods of economic analysis of sales performance. The theoretical and methodological basis of the study was formed by the works of domestic and international scholars in the fields of marketing, sales management, and industrial management, as well as analytical materials reflecting development trends in the printing market. Results. Key sales management challenges at printing companies in the DPR were identified, including high dependence on a limited number of corporate customers, insufficient diversification of the customer base, low levels of digitalization of sales processes, and inconsistent interactions with production units. Based on an analysis of the sales management system structure and the dynamics of printing activity, key areas for improvement are substantiated. These include the implementation of process-based and customer-oriented approaches, the development of digital and analytical management tools, the refinement of the key performance indicator system, and the implementation of production and organizational measures aimed at increasing the sustainability of sales processes. Conclusion. It has been established that improving the effectiveness of the sales management system at printing companies in the DPR is possible through a comprehensive modernization of organizational, production, and information management mechanisms, taking into account industry specifics and market demand dynamics. The proposed areas for improvement are practical and can be used by printing companies in formulating and adjusting sales development strategies.