ANTI-CRISIS MANAGEMENT IN THE SYSTEM OF PREVENTING ENTERPRISE BANKRUPTCY

Introduction. In an unstable business environment and the growing crisis in the country's economy, the main tasks facing modern enterprises are to ensure stable operation and strengthen their market positions. This can be achieved through timely detection and prevention of crisis trends, which is implemented through the introduction of a crisis management system at the enterprise. Methods. The following methods were used in the research: analysis and synthesis, systematic approach, dialectical method, monographic method, and generalisation method. Results. It has been determined that crisis management is a key tool for ensuring the financial stability of an enterprise. An analysis of crisis phenomena has been conducted, the specific features have been identified, and the necessity of crisis management in preventing enterprise bankruptcy has been substantiated. External and internal factors contributing to crises in an enterprise have been systematized. An algorithm has been proposed, and the stages of crisis management implementation in an enterprise have been characterized. Discussion. The study of crisis management in the system of bankruptcy prevention offers a wide range of opportunities for both scientific and practical applications. Its results can be utilized in government regulation, corporate management, consulting companies, and the financial sector. An important direction is the development of innovative early response mechanisms, the adaptation of international experience, and the integration of digital technologies into financial management processes. Keywords: enterprise, crisis, threat, crisis management, bankruptcy, crisis situation.