VIRTUAL ECONOMY AS NEW DIRECTIONS OF DIGITAL DEVELOPMENT

The purpose of this study is to analyze trends in the development of the virtual economy with an emphasis on identifying effective models of digital entrepreneurship and assessing the institutional conditions of digital transformation. The methodological basis of the work was a combination of theoretical analysis of scientific literature and empirical assessment of digitalization indicators at the federal and regional levels. The article examines modern forms of digital business, including virtual factories, digital marketing platforms, franchises, and municipal digital ecosystems. The criteria for the effectiveness of business models in a digital environment are highlighted: scalability, modularity, digital inclusiveness and flexibility. It is noted that the virtual economy is transforming the employment structure, resource allocation mechanisms and regulatory approaches. The need for government support for digital entrepreneurship has been identified, especially in small businesses and regions with limited digital infrastructure. The work is of scientific and practical value in the context of the formation of a sustainable strategy for the digital development of the Russian economy.