ADJUSTMENT OF THE FINANCIAL MANAGEMENT ADAPTATION SYSTEM OF ENTERPRISES

Financial management adaptation systems of enterprises require permanent adjustment due to the dynamic nature of the external environment, which is shaped by the rapid evolution of technologies, changes in consumer preferences, and regulatory innovations. The continuous growth of competition in the online segment necessitates that enterprises quickly respond to market changes by implementing new business models and improving management mechanisms. This article explores the adaptation of financial management systems of enterprises to dynamic changes in the external environment caused by digital transformation, evolving consumer preferences, and new regulatory requirements. The necessity of continuous adjustment of managerial decisions in response to changes in search engine algorithms, updates to e-commerce platforms, and the growing role of personalized content is substantiated. The key factors influencing financial management efficiency are identified, including the use of modern analytical tools, automated big data processing systems, and artificial intelligence algorithms. A technology for monitoring and adjusting financial strategies of enterprises based on the integration of ARIMA-GARCH forecasting models and LSTM neural networks is proposed, ensuring more accurate prediction of KPI changes, assessment of market factor impacts, and the development of optimal response scenarios. The decision-making mechanism based on analytics is described, encompassing the evaluation of marketing campaign effectiveness, competitive environment analysis, logistics process optimization, and flexible budget planning. The research findings indicate that enterprises implementing automated financial management systems and utilizing adaptive forecasting models exhibit higher competitiveness and resilience to market changes. The practical application of the proposed approaches helps mitigate financial risks, enhance operational efficiency, and ensure sustainable business development in a highly volatile market environment.