DIGITAL ECONOMY: ESSENCE, CHARACTERISTICS AND TASKS OF MANAGEMENT

Анотація

The aim is to study the essence of "digital economy" concept, highlight its characteristics and develop measures to manage it. To achieve this goal, existing approaches to the concept of "digital economy" have been studied; impact of digitalization on the state, businesses and individuals have been considered; measures to manage the development of digital economy have been developed. The following methods of scientific research have been used while writing the article: scientific abstraction, generalization, analysis and synthesis, analytical. The existing approaches to understanding the essence of "digital economy" concept have been generalized. It has been established that there are the following approaches to understanding the concept of "digital economy": structural-sectoral process, communication, practical, evolutionary. The following features of digital economy have been identified: digitalization, virtualization, molecularization, network structure, and lack of intermediaries, convergence of computerization, communication lines and services, innovation, consumer involvement in production, consumer interaction, globalization and inconsistency. The advantages of digitalization, which are manifested at three levels: state, business entities and individuals, have been analyzed, identified and formulated. The rating of Ukraine for the last five years according to the World Digital Competitiveness Index has been analyzed. Management measures aimed at the development of digital economy should include the creation of favorable environment for the dissemination of digital innovation and development; bridging the digital divide between different industries; regulation of labor relations in digital economy; updating educational programs in higher education institutions in accordance with the requirements of digital economy; stimulating competition in digital economy; support for interaction and exchange of experience between states in digital transformation of society. Practical application of proposed theoretical and applied approaches will accelerate the process of economy digitalization and increase the positive impact on economic system.

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