ЕКОНОМІЧНА ОЦІНКА СУЧАСНИХ ВИКЛИКІВ І МОЖЛИВОСТЕЙ ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ У ЦИФРОВОМУ СЕРЕДОВИЩІ

Avercheva Nataliia. ECONOMIC ASSESSMENT OF CURRENT CHALLENGES AND OPPORTUNITIES TO INCREASE THE COMPETITIVENESS OF ENTERPRISES IN THE DIGITAL ENVIRONMENT
The purpose of the study in this section is to economically assess the factors that affect the level of competitiveness of domestic enterprises in the context of digital transformation. The subject of the study is the direction of increasing the competitiveness of domestic enterprises based on the means of digital transformation of production and commercial processes. The current problems and features of the activities of enterprises in the context of the digital economy are revealed. A detailed analysis of the negative factors of the implementation of digital technologies at enterprises was carried out, their essence and components of influence were determined, as well as measures to prevent negative factors. The study of negative factors in the implementation of digital technologies made it possible to identify risks and threats to enterprises. By eliminating these risks, enterprises will be able to more effectively implement digital technologies, minimize negative consequences, ensuring sustainable development and their own competitiveness. The competitive advantages of the implementation of digital technologies at enterprises, which are formed on the basis of increased productivity and efficiency, cost optimization, customer service, business management and adaptability to change, were systematized. The features of the current stage of implementation of digital technologies by enterprises of various sectors of the economy, the opportunities and threats of using digitalization tools in operational activities are determined. An economic assessment of the level of implementation of digitalization tools in the field of e-commerce, big data analysis, cloud computing services, and artificial intelligence is carried out. Factors for increasing the competitiveness of enterprises are substantiated based on the development of relevant strategic and tactical plans for digital transformation. It is proven that in the process of digitalization, an enterprise goes through stages of qualitative changes, which are reflected in the improvement of business processes in the production, financial, material, and information spheres of activity, which allows it to adapt to modern conditions of the digital economy and consolidate competitive advantages. In the conditions of the digital economy, Ukrainian companies quickly adapt to new realities and become more technologically advanced, which forms their competitiveness in the global market.
Keywords: enterprises, digital economy, competitiveness, transformation, strategy, digital tools.