The article analyzes marketing approaches to ensuring the competitiveness of service enterprises and proposes mathematical models for the optimal placement of retail facilities, taking into account the effective functioning of enterprises in the innovative development of the economy. A study was conducted of the features and methods of marketing approaches to ensuring competitiveness, focusing on satisfying consumer demand criteria, as well as increasing their numbers in order to form competitive advantages of service sector enterprises. Based on a theoretical analysis of market segmentation, as well as the range of fluctuations in the consumer market situation, a strategy for positioning enterprises is proposed that ensures a competitive advantage in customer flow compared to competitors. It is concluded that the use of this approach by enterprises creates competitive advantages for them in all parameters of competitiveness, provides them with financial stability and helps them take a leading position in the selected segment of the consumer market
marketing approaches, competition, competitiveness, consumer market, innovation, consumer, demand criteria, segment of the market, service enterprises
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