EVOLUTION OF COMPETITIVE FORCES IN THE CHANGING STRUCTURE OF THE MODERN ECONOMY

The study of competitiveness factors of enterprises and organizations in a market economy is in the field of close attention of scientists and specialists in various fields of knowledge. As productive forces develop, their composition and ratio changes. The article presents the results of a study of the competitiveness factors of manufacturing and trading companies in modern conditions, which are characterized by an increasing penetration of digital technologies into these areas, not related to the need to involve large-scale investments and production assets in business processes. The purpose of the article is to argue in favor of the feasibility of developing intangible assets of a business operating in e-commerce markets, as well as using digital platforms (tenders, public procurement), since today they mainly determine the level of competitiveness of product manufacturers, their sellers (sellers) and other participants. To reveal the topic of research, the method of logical decomposition of its main categories was used, supported by the laws identified during the analytical work of specialists and scientists in the field of management and marketing. It is shown that when implementing a strategy for promoting goods on the marketplace by developing and executing a marketing mix, from 27 to 100% of the organization's assets of an intangible nature are involved. The main conclusion of the article is to confirm the hypothesis of the key importance for the competitiveness of companies operating in e-commerce markets, intangible assets related to the peculiarities of business organization, such as the development of a pricing strategy, the choice of pricing methods, the formation of a system of discounts and bonuses, credit policy, financial terms of supply, creation and delivery of value for the consumer and other elements.