ATTRACTIVENESS OF ENTREPRENEURIAL STRUCTURES IN THE EXPERIENCE ECONOMY

The author examines the key factors determining the attractiveness of business structures in the experience economy and substantiates effective approaches to creating a unique consumer experience as a key element of competitive advantage. The purpose of the article is to identify the key factors determining the attractiveness of business structures in the experience economy and to substantiate effective approaches to creating a unique consumer experience as a strategic resource for strengthening the market positions of enterprises. The article emphasizes the need to adapt business models to modern market conditions, apply innovative strategies for interacting with consumers and introduce the latest technologies, including artificial intelligence and augmented reality, to increase the level of customer engagement. It is noted that one of the key factors in increasing the attractiveness of business structures is their innovation and technology. The attractiveness of a business in the experience economy is determined by its ability to create a unique and emotionally rich consumer experience that builds long-term customer loyalty and helps strengthen the company's market position. In today's environment, businesses must not only offer a quality product or service, but also provide consumers with a comprehensive experience that leaves a deep emotional impact. The use of artificial intelligence, augmented and virtual reality, and automated service systems can significantly improve customer interaction and personalize offers according to their needs. This increases customer satisfaction and creates a competitive advantage in the market. The author examines the role of personalization in forming an emotional connection between a brand and a consumer, the importance of ensuring the continuity of customer experience at all stages of communication, and the ability of businesses to respond quickly to changes in market conditions. Particular attention is paid to the social responsibility of business and compliance with ethical standards, which contribute to the formation of a positive image of business structures and strengthen consumer confidence. The article emphasizes that in order to increase the attractiveness of business structures in the current economic environment, it is necessary to increase their competitiveness.