FORMATION OF A BUSINESS MODEL OF ENTERPRISES IN THE PRO-CESS OF DIGITALIZATION OF THE COUNTRY

Modern enterprises are forced to adapt to the conditions of the global economy, which is characterized by high competition, a variety of products and services, as well as a reduction in the life cycle of goods. In the context of the digital economy, information technologies promote specialization and cooperation between companies from different regions, reduce transaction costs, provide easy access to international markets and contribute to the creation of new e-business models. Modern companies operate in an unstable market environment and growing competition. One of the key problems in the development of the software market remains the violation of intellectual property rights, which causes significant losses in revenue. This necessitates the introduction of new methods of management and business organization, in particular, providing flexibility in the application of various types of business models, their continuous improvement and optimization. In this context, the study of different types of business models and the specifics of their application in economic activity becomes especially relevant. The activities of modern economic entities in the domestic consumption markets of the country, their progressive development and stimulation to increase the efficiency of economic relations are significantly influenced by digitalization processes that actively cover all spheres of society. Digitalization in the economic system of enterprises significantly expands the possibilities of introducing new formats of organization and management, affecting the level of economic growth and competitiveness, provided high digital literacy of personnel. The problem lies in the insufficient development of theoretical and practical foundations of digital transformations and business models focused on the use of information technology, opening up new opportunities for all sectors of the economy. The rapid development of information products and the introduction of Internet technologies have significantly strengthened the role of information technology in business. The development and application of these technologies has radically changed the world economy, creating new challenges for enterprises