ДІДЖИТАЛІЗАЦІЯ БІЗНЕС-ПРОЦЕСІВ ЯК ОСНОВА ЦИФРОВОЇ ЕКОНОМІКИ

The role of digitalization as a key factor in the emergence of a new form of economy, referred to as the "digital economy," has been defined. The main evolution stages of the term "digital economy" have been determined, from its initial usage in scientific circles to contemporary interpretations that cover the complexity of digital technologies and their impact on global economic processes. An authorial vision of the digitalization process is proposed, focusing on its components and role in innovative environment formation. The prerequisites for companies transitioning from a traditional economic model to a digital one are described, and the impact of core digital technologies on business processes and their potential interdependence is analyzed. Special focus is paid to the importance of implementing technologies such as artificial intelligence, big data, the Internet of Things, blockchain, and additive technologies, which significantly impact on business processes, increasing their productivity and adaptability. The primary digital business models, which emerged due to the development of digital technologies, are examined. Their impact on traditional business approaches is described, including cost reduction, increased competitiveness, expanded market access, and personalized services. Particular attention is paid to analyzing the distinctive features of digital business models of leading global companies such as Amazon and Netflix, which set new standards of efficiency and innovation. The main challenges of digitalizing business processes are identified, including the importance of investments, the complexity of adapting to changes, and the shortage of digitally skilled personnel. Directions for addressing these challenges in modern conditions are proposed, such as implementing employee training programs, developing digital transformation strategies, integrating cutting-edge technologies into all aspects of enterprise activities, and fostering productive collaboration between companies and higher education institutions. The role of multidisciplinary personnel development is emphasized, highlighting the synergy of technical, economic, and social knowledge and skills. Thus, the scientific paper provides a comprehensive analysis of the digitalization phenomenon as the digital economy basis, revealing its significance for business and society as a whole, as well as further development prospects in the modern world.