СОВЕРШЕНСТВОВАНИЕ ЦЕНОВОЙ ПОЛИТИКИ ПРЕДПРИЯТИЙ НА ОСНОВЕ ТЕОРИИ ЭЛАСТИЧНОСТИ В ПОСТКРИЗИСНЫЙ ПЕРИОД

The article is devoted to the study of the modern economic category price elasticity of goods and the analysis of the possibilities of its use in the practical activities of enterprises. The article discusses in detail two areas of this category: the price elasticity of demand and the price elasticity of supply. The calculation formulas of the corresponding coefficients are given, as well as the main quantitative criteria that establish the elasticity of supply and demand, as well as the level of this elasticity. The relevance and novelty of the research lies in a comprehensive approach to the concept of price elasticity on the part of both the consumer and the manufacturer, which the enterprise should take into account when developing a pricing policy. The purpose of the study is to determine the features of the modern category of price elasticity of goods and services and their scientific use in the implementation of long-term development plans. The methodological basis of the research is modern scientific developments in the field of management, enterprise economics; marketing management. The analysis of cross-elasticity is carried out, calculation formulas, evaluation criteria and interpretation of the obtained results are given. The classification of goods from the point of view of cross-elasticity is considered. The importance of analyzing the elasticity of demand by income, which is particularly important in the crisis and post-crisis conditions of the economy, is also emphasized. A quantitative assessment of this elasticity is given. The practical significance of these calculations lies in the possibility of predicting the expansion or curtailment of production of certain types of products. The study of all types of price elasticity is an important information component for the development of a reasonable pricing policy by the enterprise, taking into account the prospective economic interests of the enterprise.