Studying the Conjuncture of the Securities Market: The Applied Aspects of Price Strategy Formation

The research focuses on analyzing the conjuncture of the securities market and examining the practical aspects of price strategy formation to develop efficient approaches that will enhance the investment attractiveness and stability of the stock market. Based on the systematization of studies conducted by scholars who have explored investment and stock exchange activities, a review of the key aspects of the stock market is presented, based on the analysis of problems and prospects for its further development. The carried out analysis of the stages of the formation of the stock market in Ukraine has emphasized the importance of its gradual development and evolution, the role in attracting capital, and ensuring the trading of securities. This has created conditions for the transparency of market processes and the attraction of investors, which is a crucial factor for the recovery and further economic growth of the country. The further analysis of the reasons why investors do not take advantage of stock market opportunities has highlighted the importance of eliminating the lack of information regarding stock market activities, as well as increasing trust in the system, taking into account the risks associated with investing. Such issues require resolution through the implementation of informational campaigns and educational programs, also strengthening regulatory mechanisms. In order to deepen the understanding of the principles of forming and developing a price strategy, the concepts of investment and IPO (Initial Public Offering) have been examined. The advantages and disadvantages of IPOs have been identified, which has allowed for the identification of directions for a price strategy aimed at attracting capital while considering the risks and challenges that enterprises may face when choosing this instrument. It is identified in which cases it is advisable to attract investments through the sale of company shares, which includes the necessity for additional financing for business expansion, development of new products, or entry into new markets. The characteristics of the current state of the stock market in Ukraine have been outlined in comparison with global trends, emphasizing Ukraine’s potential to attract capital through the development of stock market activities based on the implementation of transparent procedures and stock mechanisms, ensuring the protection of the rights of investors and issuers, regulating the legal framework, and conducting information campaigns and educational programs that enhance the financial literacy of the population and expand its understanding of stock market activities.