ENTREPRENEURSHIP IN THE CONDITIONS OF THE DIGITAL ECONOMY

Introduction. Today, digitization is the main direction of the transformation of the Ukrainian economy. This concept provides for the implementation of measures to implement appropriate incentives for the digitalization of the economy, public and social spheres, awareness of existing challenges and tools for the development of digital infrastructures, acquisition of digital competences by citizens, and also defines critical areas and projects of digitalization, stimulation of the domestic market for the production, use and consumption of digital technologies. The digital economy warns of the digital transformation of all spheres of life, giving them significant economic and social effects, which, in turn, opens up new opportunities for the development of entrepreneurship. The rapid development of digital technologies, their penetration into traditional business, the emergence of new types of digital products and services, and the massive use of online channels lead to the restructuring of business processes, the transformation of business models, marketing management systems, and changes in consumer behavior. Purpose. To reveal the essence of the digital economy in Ukraine and to determine the peculiarities of entrepreneurial activity in terms of its further development. Results. The essence of the concept of «digital economy» was revealed in the scientific article. The improvement of the management system in the conditions of digitalization is considered, in which there is a choice of criteria for its effectiveness, which is determined due to the expected complex effect of digitalization. It is proposed to implement the improvement of the information support of the enterprise's management system to significantly expand the toolkit of all information-oriented management functions and an objective process that respond to constant changes and complications in the external and internal conditions of the enterprise's functioning. Discussion. For the successful development of the digital economy in Ukraine, it is necessary to create an operational infrastructure for the coexistence of state bodies with society and business for the operation of various socio-economic processes; to develop favorable conditions for the digital transformation of production and the introduction of digital innovations in entrepreneurship.