EUROPEAN PRIORITIES FOR SMALL AND MEDIUM BUSINESS DEVELOPMENT IN COVID‑19 CONDITIONS

The business faces a large number of different problems every day. The results of 2020 showed that the most significant losses in quarantine got small and medium-sized enterprises, which were unprepared for proactive management in a dynamic change. Therefore, considering European priorities for developing small and medium-sized businesses in COVID-19 conditions is an important and relevant topic in today's reality. In connection with the COVID-19 pandemic, the implementation of European priorities for the development of small and medium-sized businesses is the basic strategy for a successful exit from the crisis and restructuring the Ukrainian economy. The article's purpose is to study the conditions of functioning and trends in the development of small and medium-sized businesses during the pandemic COVID-19 to analyze and identify possible ways of further business development. Another objective is the research priorities of European business, particularly under the EU Strategy 2030 and the detection capability of small and medium-sized enterprises in Ukraine to implement European priorities and values as for doing-business and the same for financing-business in COVID-19 conditions. Considering European business development priorities, you have to focus on the digitalization of small and medium-sized businesses in Ukraine, expanding access of business entities to information, the formation of digital competencies in all areas and types of economic activity. The research systematizes and analyzes the current state and problems of small and medium-sized business development in Ukraine. Thus, in 2020 the main issues of small and medium-sized businesses can be considered: quarantine restrictions, unstable legislation, corruption, and a significant tax burden. The identified problems of small and medium-sized businesses development need management decisions to address them; in particular, it is necessary to implement measures for SMEs to minimize and overcome the effects of the COVID-19 pandemic. We proved that the implementation of European business development trends in the COVID-19 conditions would promote a proactive approach to the development of small and medium businesses in Ukraine and will form a basis for European integration of Ukraine's economy in general.