COMPETITIVENESS OF ENTERPRISES IN THE RESIDENTIAL CONSTRUCTION MARKET IN THE CONDITIONS OF DIGITALIZATION

The article highlights the essence of the concept of competitiveness and its connection with the key factors of commercial success of construction enterprises. Progressive technological construction innovations are identified: construction drones, geodetic and topographic drones, robotic room planning, unmanned construction equipment, robotic platforms for laying blocks based on 3D models, construction 3D printers, "green technologies". Progressive global practices are analyzed and factors that contribute to the achievement of international standards in construction are highlighted. It is stated that international experience in construction production shows that the integration of innovative technologies with state support is a determining factor in the success of construction enterprises. To determine the key factors of commercial success of Ukrainian construction enterprises, PEST and SWOT analyses were performed. The results of the PEST analysis show that state support programs, regional development, and technological innovations have the greatest impact. SWOT analysis allows to identify the connection between the image of developers, demand for housing, stability of sales, level of investment attraction. An analysis of websites and social networks of construction companies was conducted. The assessments of the digital effectiveness of websites of construction companies of the Odessa region were determined, highlighting the key factors of commercial success: effective online communication; high-quality UX/UI design; interactivity of services; content marketing. As a result of the study, the following key factors of commercial success of construction companies in the housing market were identified: the cost of construction production; quality of residential real estate; service and transparency of business processes; participation in national and regional state programs; the presence of effective brand management to form a positive image; implementation of technological innovations (BIM modeling, high-tech topographic surveying for construction and geospatial research, 3D printing, Internet of Things and smart sensors, robots and drones, artificial intelligence, mixed reality, blockchain); implementation of digital technologies (SEO optimization, mobile adaptation of sites, interactive services); use of content marketing (blogging, promotional offers, interactive content); development of social networks; investment attractiveness.