АРХІТЕКТОНІКА МЕХАНІЗМУ РОЗВИТКУ ЕКОНОМІЧНОГО ПОТЕНЦІАЛУ ПІДПРИЄМСТВА НА ЗАСАДАХ КОНЦЕПЦІЇ МАРКЕТИНГУ 6.0

The article considers approaches to the development of the economic potential of the enterprise, which ensures its stable functioning in conditions of crisis phenomena in the economy. Taking into account the influence of informatization processes, it is substantiated that the economic potential is a real economic resource that requires the application of qualitatively new requirements for marketing management of processes of interaction with consumers based on marketing technologies 5.0 and 6.0. The economic potential of the enterprise can be fully developed through effective marketing strategies. The purpose of the study is to substantiate the composition of the elements of the mechanism for developing the economic potential of an enterprise and their relationships by presenting the architectonics of this mechanism based on the concept of marketing 6.0. The article substantiates the role and significance of developing the economic potential of an enterprise in the context of changes in accordance with the concept of marketing 6.0. The main differences between marketing 5.0 and marketing 6.0 are identified. Digital technologies used to improve interaction with customers are characterized. The essence of the mechanism for developing the economic potential of an enterprise is specified as a set of principles, laws, management methods, tools and functions, with the help of which the economic processes of formation, development and implementation of economic potential are regulated in order to achieve the strategic goals of the enterprise. The purpose of its functioning is determined, which is to increase economic potential and strengthen the competitive advantages of the enterprise in the long term. The structural components of the mechanism for developing the economic potential of an enterprise are substantiated on the basis of marketing 6.0. The methodological basis of the proposed mechanism is determined by the principles, laws, functions and methods. The need to take into account the action of internal and external factors of influence, taking into account trends in the concepts of marketing 5.0 and 6.0 on the development of the economic potential of an enterprise, ensuring the coordinated operation of its structural components is established. It is concluded that the proposed approach to implementing the mechanism of economic potential will allow the enterprise to gain competitive advantages and ensure sustainable development in the long term.