Principles and methods of revenue Small and medium businesses
The article investigates the basic rules, methods, principles and stages of revenue management for small and medium-sized businesses. Defined rules and basic requirements for the revenue management process, which are based on the management of the price policy of the enterprise, customer differentiation, segmental management, development of marketing strategy and others. It made a critical analysis of the existing yield management techniques of enterprises and provides a comparison of revenue management techniques and direct feedback. The attention is focused on the analysis of the modern management income as management responsibility centers. Defined the essence of the concept of responsibility center, its goal separated the basic principles of management and warehouse centers. The principles of revenue management enterprises with an innovative approach positions. The main one as a system approach to management; legal regulation (legality control); social orientation and development of competitive advantages. It was emphasized that modern innovative approach to revenue management enterprises provides for additional revenue - indirect - through effective advertising, organizational policies, investment in corporate social responsibility, IT technologies, logistics. Developed basic stages of management of indirect revenues that consistently associated lines of "determining the appropriateness of indirect management income", "optimization of the structure contours feedback" and direct the direction of "indirect revenue It is proved that in determining the appropriateness of management indirect income is necessary to focus on the formation of a common information base and revenue management take into account the role of the external environment. It is indicated that the basic principles of management of indirect income is targeted focus on achieving long-term outcome - increasing income of the enterprise.