of enterprises in the service sector. The aim of the research is to determine the essence and main components of the formation of the marketing strategy of enterprises in the service sector. Research methods. When writing the article, general scientific and special methods of research into the essence and main components of the formation of the marketing strategy of enterprises in the service sector were used. Results of the investigation. As a result of writing the article, it was established that the formation of a marketing strategy for the development of enterprises in the service sector begins with an analysis of the market environment and a forecast of further market development, which includes macro– and micro–segmentation, an assessment of the attractiveness of selected service markets and their segments, an assessment of the competitiveness and competitive advantages of the enterprise and its services on the market. It has been proven that the formation of a marketing strategy for the development of enterprises in the service sector cannot exist independently without solving the following tasks: determining needs and demand for services, studying competitors, identifying trends and changes in the market, analyzing consumer behavior; development of long– term strategies, definition of the target audience, development of a unique value proposition (UPV); determination of specific actions to achieve strategic goals, including the selection of distribution channels, pricing, promotion, etc.; development and implementation of advertising and PR campaigns, creation of content to attract the attention of customers; taking into account the needs and wishes of customers, developing new services or improving existing ones; monitoring the effectiveness of marketing activities, analysis of sales, feedback from customers to improve strategies; collaborating with sales, manufacturing, distribution and others to ensure collaboration and common goals. Scope of the results. Marketing, Economics, Competitiveness of the enterprise, Market segmentation. Conclusions. It has been proven that the formation of a marketing strategy for the development of enterprises in the service sector is an important process that involves the analysis of the market, its main competitors, the competitive environment, internal and external resources of the enterprise, which are necessary to achieve a competitive advantage and maximize and attract potential customers through the implementation of the following components: strategic planning; a tool in making management decisions; innovations and changes; marketing strategy; analysis of competitors and the environment; alternative actions and combinations of actions. It has been established that the formation of a marketing strategy for the development of enterprises in the service sector helps enterprises determine a course of action, decide priorities, implement innovations and achieve a competitive advantage in the market.