The article considers theoretical, methodological, and practical aspects of management decision- making processes in enterprise pricing systems in the context of digital transformation of the economy, high competition, and market volatility. It is argued that effective pricing is a key factor in ensuring the profitability, competitiveness, financial stability and strategic position of an enterprise.
The essence of the decision-making process in pricing systems is defined as a purposeful, analytically sound activity aimed at selecting the optimal price level, taking into account internal capabilities and external factors. A structural model of the process has been developed, which includes the stages of information collection and analysis, formation of alternatives, evaluation of scenarios, decision-making and implementation, control and adjustment of pricing policy.
The main functions of management decision-making processes in pricing have been summarised, including ensuring the economic validity of price levels, increasing adaptability to market changes, forming a basis for strategic management, and strengthening financial security. Internal and external factors that determine the effectiveness of enterprises' pricing decisions have been systematised, in particular the level of digitalisation, cost price, quality of information resources, organisational flexibility, market conditions, competitive environment and regulatory policy.
A conceptual mechanism for forming decision support systems (DSS) in the field of pricing has been proposed, which involves the use of an information-modular model with the application of modern digital technologies – analytical platforms, artificial intelligence algorithms, Big Data, and predictive analytics.
The architecture of the DSS has been defined, consisting of modules for working with databases, calculating costs, modelling price ranges, taking into account state regulation, forecasting price trends, and interacting with users. It is concluded that the digital transformation of pricing processes contributes to increasing the accuracy, efficiency, and transparency of management decisions, minimising risks, and forming competitive advantages for enterprises in the context of global economic dynamics.
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