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.纳塔莉亚·阿夫尔切娃（Avercheva Nataliia）. 数字环境下提升企业竞争力的现存挑战与机遇的经济评估 本章节研究的核心目的，是对数字化转型（Digital Transformation）背景下影响本国企业竞争力水平的各类因素开展经济评估。本研究的研究对象为依托生产与商业流程数字化转型手段，提升本国企业竞争力的实施路径。本研究揭示了数字经济（Digital Economy）背景下企业经营活动现存的问题与特征。 本研究对企业实施数字化技术（Digital Technologies）过程中的负面制约因素展开了详尽分析，明确了其本质与影响维度，并提出了针对性的负面因素防控举措。通过对企业数字化技术落地过程中负面因素的研究，本研究识别出了企业面临的各类风险与威胁。通过消除上述风险，企业可更高效地落地数字化技术，最大限度降低负面影响，从而保障自身可持续发展与核心竞争力的巩固。 本研究对企业实施数字化技术所形成的竞争优势进行了系统梳理，此类优势基于生产效率提升、成本优化、客户服务升级、业务管理完善以及变革适应性增强而构建。本研究明确了当前各经济领域企业数字化技术落地阶段的特征，以及在经营活动中运用数字化工具所面临的机遇与挑战。 本研究针对电子商务（E-commerce）、大数据分析（Big Data Analysis）、云计算服务（Cloud Computing Services）以及人工智能（Artificial Intelligence）领域内的数字化工具落地水平开展了经济评估。本研究基于数字化转型相关战略与战术规划的制定，论证了提升企业竞争力的可行路径。 研究证实，企业在数字化转型过程中会经历多阶段的质变，这一过程体现在生产、财务、物资以及信息等经营活动领域的业务流程优化之上，助力企业适配数字经济的现代发展环境，并巩固自身竞争优势。在数字经济环境下，乌克兰企业能够快速适配全新的市场现实并提升技术水平，由此构建起其在全球市场中的竞争力。 关键词：企业、数字经济、竞争力、转型、战略、数字化工具。