TRANSFORMATION OF BUSINESS MODELS OF ENTERPRISES CONDITIONS OF DIGITALIZATION OF THE ECONOMY

Abstract

The article examines current issues of digital transformation of the economy, in particular the introduction of new technologies into various sectors of business and the economy, which contributes to the creation of an infrastructure focused on digital solutions and innovative management methods. It has been established that the digitalization process covers all aspects of enterprise activity, including marketing, sales, logistics, financial operations and personnel management, which allows companies to more quickly adapt to changes in the market environment and offer personalized products and services. As a result, digital technologies make it possible to collect and process large volumes of data, which enables more accurate and effective strategic decision-making. The authors of the article examine in detail the components of digitalization, among which they highlight the following: global reach, innovative technologies, changes in communication with clients, automation of business processes, creation of new markets and changes in consumer habits. The article pays special attention to the study of the main aspects of digitalization based on the use of big data, which allows not only to increase operational efficiency, but also to forecast demand and personalize services. The article also emphasizes the importance of integrating digital technologies into the business models of companies, which contributes to their competitiveness and sustainable development. An important place in the study is occupied by the analysis of changes occurring in the business models of companies in the conditions of the digital economy. It was established that the transition from traditional to digital business models, where information and communication technologies play a key role, is a necessity for modern enterprises. The authors examine the characteristics of digital business models, such as flexibility, the use of data as a key resource, and the transition from physical goods to digital services. Considerable attention is paid to the changing role of the consumer, who is becoming an active participant in the value creation process in digital business.