STRATEGIC MANAGEMENT OF THE DEVELOPMENT OF ENTERPRISES IN THE CONDITIONS OF DIGITALIZATION OF THE ECONOMY

The article reveals the features of strategic management of enterprise development in the context of digitalization of the economy. It has been established that, under the influence of scientific and technological progress, all factors influencing the formation of an enterprise development strategy are rapidly changing. It has been determined that in order to achieve goals it is necessary to update strategic management methods and develop new methods, mechanisms and financial and investment tools to support management decisions. It has been established that the main products of the digital economy are the same goods and services as in the traditional economy, but are provided through digital systems such as computer equipment and the global Internet. It was found that the digital transformation of an enterprise is the introduction of the latest technologies into business processes, implying not only the installation of modern equipment or software, but also a fundamental change in the approach to management, corporate culture and external communications. When forming a strategy, it is necessary to take into account everything related to the digitalization of activities in the new business conditions. It has been established that an effective enterprise development strategy should be aimed at increasing market value through effective management, increasing profitability through financial stability and ensuring the competitive advantage of the enterprise. The emphasis is placed on the fact that one of the problems existing in enterprises today is the problem of ensuring the continuity of innovative development. The features of developing an effective enterprise development strategy in a competitive environment are highlighted. It has been established that effective strategic management must address the issue of introducing technical standards and compati‑ bility. All this must be taken into account in the future of further research in the context of improving the system for diagnosing the strategic development of an enterprise in the context of digitalization of the economy.