EFFICIENCY OF USING INTERNET TOOLS AS A FACTOR IN ENSURING THE COMPETITIVENESS OF ENTERPRISES IN THE INTERNET ENVIRONMENT

Abstract

The article examines the efficiency of using Internet tools as a key factor in ensuring the competitiveness of enterprises in the digital environment. It is substantiated that in the context of digital transformation of the economy, the performance of enterprises largely depends on the level of implementation of digital technologies, automation of business processes, development of electronic services, and the use of modern communication channels with customers. The role of Internet tools in improving enterprise performance is determined, particularly through the expansion of digital communication channels, cost optimization, improvement of customer service quality, creation of new sources of revenue, and strengthening of competitive positions in the market. Modern scientific approaches to assessing the effectiveness of digital technologies are analyzed, and it is established that traditional methods of economic analysis do not provide a comprehensive assessment of the specifics of digital activities of enterprises. In this regard, a methodological approach to the integral assessment of the effectiveness of Internet tools is proposed, based on a system of interrelated economic, technological, and customer-oriented indicators of enterprise digital activity. The integral model includes key indicators such as the effectiveness of digital revenues, the level of service automation, the level of customer use of digital services, cost savings, the quality of digital service, and the technological maturity of Internet tools. The proposed integral evaluation model enables a comprehensive analysis of the effectiveness of Internet tools usage, determination of the level of enterprise digital development, identification of reserves for improving the efficiency of digital activities, and substantiation of managerial decisions aimed at improving the system of strategic management in the digital environment. The practical testing of the methodological approach was carried out using the example of enterprises in the telecommunications sector of Ukraine, which made it possible to identify significant differences in the level of effectiveness of Internet tools usage and to confirm their decisive role in forming competitive advantages of enterprises in the modern digital economy. The results of the study can be applied by enterprises to improve the efficiency of digital resource management, optimize business processes, develop digital services, and ensure the strategic sustainability of enterprises in the conditions of the digital economy.