Theoretical foundations of development and implementation of event projects for trade enterprises

Abstract

The article is devoted to analyzing the essence of the concept of «event» and improving its classification and substantiation of the principles of its implementation through the stages of development of an event for trade enterprises. A morphological analysis of the concept of «event» is carried out by allocating the optimal definition. A primary classification of the concept of «event» (by planning) is proposed, where the planned event is defined, which is the subject of the study of event management. They require setup, guidance, managers, and a specific time. An unplanned event is an accident, natural disaster, and other similar events. The classification of events by size and scale has been improved, dividing them into mega, business cards, central, and local events. The main mistakes that are made when organizing an event are identified, which include the fact that the event is created only in order to hold it and then be proud, but at the same time, the event does not cover the target audience at all, or is devoid of meaningful meaning for it; And also when creating an event, the company is so fixated on its importance that it forgets about the interests of consumers. It is determined that the development of the event includes the definition of its structure, which includes planning meetings, the work of sections, the cultural program, and the duration of each stage. The second step is to choose the time and place of the event, which should consider the target audience, season, weather conditions, and parallel events because the wrong choice can affect attendance. As the final document, the event scenario should detail all aspects of the organization. The third stage involves the development of content and script, where all elements should be harmoniously combined. The role of information support in the event management of projects is outlined, outlining the need to inform the audience in advance about the event through various channels, depending on its format and scale.