TRANSFORMATION OF BUSINESS MODELS OF ENTERPRISES UNDER THE INFLUENCE OF DIGITAL PLATFORMS

Анотація

The article examines the process of transformation of business models of enterprises under the influence of digital platforms, which is one of the key manifestations of the modern digital transformation of the economy. It is established that the development of digital platforms causes qualitative changes in the mechanisms of creation, distribution and monetization of value, forming a new platform logic of business functioning. Particular attention is paid to the transition from traditional linear business models to network ecosystems, in which interaction between market participants becomes the main source of added value. The paper summarizes the main types of business models of enterprises, in particular production, trade, service, subscription, advertising and platform, and identifies the directions of their transformation under the influence of digital technologies. It is shown that production models are evolving into service-oriented and "product as a service", trade models - into digital omnichannel and marketplace-oriented, service models - into globalized online platforms, and advertising models - into data-driven models based on big data analysis and personalization. The platform model is identified as the dominant form of business organization in the digital economy. It is substantiated that the key drivers of transformation are network effects, the growth of the role of data as a strategic resource, the development of artificial intelligence and the integration of enterprises into digital ecosystems. At the same time, the presence of challenges associated with increased competition from global digital platforms, the risks of dependence on them, the need to ensure cybersecurity and adapt the organizational structures of enterprises is emphasized. It is determined that the successful transformation of business models requires a strategic rethinking of approaches to management, the development of digital competencies of personnel and the introduction of innovative technologies. It is concluded that digital platforms are not only a tool for optimizing business processes, but also a fundamental factor in shaping the new architecture of the modern economy.

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