Features of enterprise management based on the use of digital technologies

Анотація

The article summarizes key conceptual approaches to understanding the essence of enterprise management under the conditions of the digital transformation of the economy, as applied in contemporary management science. It is established that management is a complex, purposeful, and continuous process of influencing enterprise activities to achieve defined strategic and tactical objectives through the coordination of resources, the organization of business processes, the motivation of personnel, and the control of performance outcomes. It is demonstrated that under the conditions of the digital economy, the essence of management undergoes a significant transformation, acquiring characteristics of adaptability, flexibility, and the intellectualization of managerial decision-making. It is substantiated that the digital transformation of enterprise management is a multidimensional process of integrating digital technologies into all levels of the enterprise management system. This transformation encompasses not only the automation of individual operations but also a profound restructuring of organizational architecture, changes in information flows, improvements in decision-making mechanisms, and shifts in corporate culture. It has been proven that digitalization creates a unified information environment for the enterprise through continuous data collection, processing, and real-time analysis, which significantly enhances the quality of managerial decisions. The main areas of digital technology application in enterprise management are examined, with ERP, CRM, and BPM systems playing key roles, alongside Big Data technologies, artificial intelligence, cloud computing, and the Internet of Things. It is established that ERP systems integrate enterprise resources and optimize operations; CRM systems enhance customer relationship management efficiency; and BPM solutions enable the modeling, analysis, and improvement of business processes. The use of analytical technologies, particularly Big Data and artificial intelligence, improves forecasting accuracy, increases responsiveness to external changes, and supports strategic planning. It has been proven that under conditions of intensified global competition and high external instability, digital technologies act not only as tools for automation but also as a strategic resource for enterprise development. They enhance organizational adaptability, facilitate the formation of innovative business models, and strengthen competitive advantages. Keywords: management, enterprise, digital technologies, digital transformation, competitiveness, management efficiency, information environment, business processes.

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