МАРКЕТИНГОВЕ ДОСЛІДЖЕННЯ РИНКУ СПОРТИВНО-ОЗДОРОВЧИХ ПОСЛУГ В УКРАЇНІ ТА ЇЇ РЕГІОНАХ

Goal is the determining the development trends of the market of sports and health services in Ukraine and substantiation of the main directions of restoring its functioning in the postwar period. Analysis of the main factors of demand and supply, as well as indicators of the functioning of the market of sports and health services. Using elements of regression analysis to determine the potential pace of development of the market of sports and health services while maintaining pre-war trends. Application of the method of logical generalization to identify problems and justify the directions of their solution in the postwar period. The essence of sports and health services is determined and the volumes of sales on the market of sports and health services in Ukraine in the prewar period are analyzed. The factors of demand and supply formation in the market of sports and health services are determined. The dynamics of the number of business entities in the sports and health sphere in 2010-2019, which form the market supply, is analyzed. The qualitative and quantitative composition of employees in the field of physical culture and sports in the regions of Ukraine has been studied. Peculiarities of interregional distribution of fitness infrastructure objects are determined and the structure of types of activities on the market of sports and health services in Ukraine is characterized. The important role of physical culture and sports in ensuring sustainable socio-economic development of the country and its regions is substantiated. Among the problems of further development of the market of sports and health services in Ukraine are limited financial resources, insufficient state support, weak material, and technical base, which is mostly state-owned, and generally insignificant business development in physical culture, sports, and health. In order to solve the existing problems and activate the market for sports and health services, it is important to establish effective cooperation between state institutions, local communities, private sports organizations, public associations, and specialists in the field of sports and health. The diagnostics of the market of sports and health services is carried out, which includes the analysis of prices for sports and health services, as well as supply and demand factors (volumes of sales of sports and health services, quantitative and qualitative composition of employees, structure, and dynamics of business entities). health infrastructure). The importance of the development of the market of sports and health services to meet the demand of the population in terms of physical culture and health, resulting in the achievement of economic, social, and health goals, the synergistic effect of which is to increase welfare and quality of life. Practical significance is the next. The results of the study form a scientific and practical basis for the restoration and activation of the market of sports and health services in Ukraine in the postwar period