IMPROVING THE COMPANY'S DEVELOPMENT STRATEGY IN THE CONTEXT OF DIGITALIZATION

The article is devoted to the study of information management (digital) in the administrative process of modern institutions. Today, the digitalization of business processes has become a priority for each organization, since the introduction of digital technologies and the modernization of business models ensure a competitive advantage and efficiency of economic and financial activities. In the modern world, digital technologies play an important role in the development of economic processes, affecting all areas of activity, including small and medium-sized enterprises. The article is devoted to the study of the impact of digital technologies on the development of institutions in the digital economy. The assignment focuses on the main principles and methods of introducing digital innovations into business processes, and also examines the opportunities and threats that digitalization brings to businesses in this area. Based on the analysis, recommendations were developed for the effective use of digital technologies, as well as ways to solve existing problems and overcome obstacles in order to accelerate the digitalization process in SMEs. The study is based on the analysis of scientific literature and statistical data, which allow to draw valid conclusions about the current situation and prospects for the development of institutions in the digital economy. It becomes clear to any modern company that without the introduction of digital solutions, competitiveness and effective work in market relations will not be possible. Digital transformation of enterprises and organizations in modern conditions involves the development and implementation of new business models based on various digital technologies collectively grouped into a digital business platform. As the digital economy develops, the range of opportunities for modern business expands: new markets, management and evaluation methods, and production technologies appear. Due to the development of digital technologies in the organization, it is necessary to improve business processes. Therefore, it is necessary to organize the system and procedures for information management of the enterprise to control the optimal flow of financial and economic movements. Today, in the context of the rapid development of the digital economy and the emergence of new digital products, companies are forced to constantly change their business models and adapt to the new reality in order to remain competitive in the market. In this sense, the article analyzes the factors influencing the digitalization of business processes and the digital transformation itself as a factor influencing the effectiveness of developing a development strategy. The article also presents data proving the effectiveness of using digital tools in the business management process. Keywords: digital economy, digital marketing, company business strategy, digital strategy, information management, social media marketing.