?????? ?????????? ?????????????????????? ????????????????? ??????????? // Management model of the pharmaceutical enterprise competitiveness

??????????? ? ????????????????????? (??) ??????????? ???????? ?????????? ?????????????? ???????????, ?????????????? ???????????????? ? ????? ????????????. ??????? ??????? ?? ???????? ???????? ????????? ??????? ???????. ?????????????, ? ???????? ?????????????????? ?????????-?????????????? ???????? ?????????? ????????? ??????? ?? ???????? ?????????????? ????? ? ?????? ??????????????????????. ?? ?????? ?? ???, ?? ??????????? ????, ?? ?????????? ??????? ??????????????? ??????????? «?????????????????????».?????? ??????????????? ?? ??????????? ???????? ?????? ?? ??????????. ????????, ????????? ??? ????????? ?????????????? ? ?????,?????????? ?? ????????, ??????????? ??? ?????????? ?????????????, ??????????? ? ?????? ????????. ????????? ???????, ? ??????????????? ???????????, ????? ???????? ?? ??????? ??????????? ?????????????? ??????? ?? ????????? ???????????. ? ????? ??????? ???????????? ????????????????. ??????????? ????????????? ???????? ??? ?????????? ??????????? ???????????????? ????????????????????????????? ?????? ??????? ????????????? ????????????, ?????????????????? ?? ???????????? ????????????????? ?????????(??????????), ??????????? ? ????????? ???????? ? ??????????? ????? ????????? ??? ? ????? ????????? ?????? ????????????????????? ???????? ????????? ???????????, ?? ? ???? ??????? ? ?????. ????? ???????? ????????????? ???????? ?? ??????? ????????? ??????? — ?????,????? ? ?????? ?????, ? ??? ?? ??????????? ?? ????? ???????? ?????????? ?????????????? ??????? ????????????????? ??????????????????????????, ???????? ?? ?????????? ?????????????????? ?????? ???????????. ?????? ??????? ????????????? ???????, ??????????????????????????, ???????????????????? ????????? ?? ????????? ???? ????? ????????? ? ??????????. ??????? ???????? ? ?????????????????????, ??????????? ???????????? ??????????????? ??????? ?????? ?? ?????? ?? ????????? ?????????? ???????????, ?? ? ? ??????? ???????????????? ? ??? ??????? (??????????, ?????????????) ????????. ? ????? ???????? ????? ?? ??????? ??????? ??????????? ?????????? ?? ?????? ??????????? ???????? ?????????? ??. ??? ???????????? ????????? ?????????? ???????? ?????? ?????????? ????????????????????? ??????, ??????? ??? ???????? ??????? ????? ?? ????????? ??????? ???????? ????????. Competition and Competitiveness (COP) of the enterprise are important in economic terms , acquires special importance in this era of globalization . Highlevel of COP is the guarantor of high returns. Consequently, under the current model of socio— economic development of the Russian Federation issuesCOP occupy a dominant place in the theory of the national economy. Despite this, to date, there is no single generally accepted definition of «competitiveness». An important characteristic of the COP of the company is its management model. Problem poses on industries in general, affect the approachesused in the management of the firms operating in these sectors. The specificity of the industry in which the company operates, may affect the impact ofindustry-wide problems at the individual enterprise. To this industry include pharmaceutical. Today’s economic situation for Russian companies in thepharmaceutical industry is characterized by a low level of innovation component, low-profit orientation on the production of products (generics) , difficultiesin the creation and registration of new products that eventually forms a low competitiveness of not only individual enterprises, but also the entireindustry . Because of the strong competitive pressure from the nearest neighbors — China, India and other countries, as well as presence in the marketa large number of manufacturers of large multinational pharmaceutical corporations, the development of Russian pharmaceutical COP greatly complicated.Import volumes of medicines, pharmaceutical substances, pharmaceutical goods in recent years tend to increase. Pricing and competitive strategy ,used by foreign producers adversely affects not only the individual Russian companies , but in general, a number of pharmaceutical and related ( chemical,biochemical ) industries. In this situation, one of the main levers of influence on the situation at the enterprise level is the management of the COP. Controlmechanism for the formation of a proper level is necessary to introduce a certain model that decision-making could consider the impact of key factors. Theauthors offer their vision model management competitiveness pharmaceutical company in a highly competitive market saturation.