Search

The article studies the modern aspects and prospects of using Digital marketing in the development of pharmaceutical companies. Digital marketing in the pharmaceutical industry has been found to help reach an expanded global customer base, providing multiple opportunities to enhance the promotion and sustainability of a pharmaceutical company. It was found that the practical tools of digital marketing are e-mail, electronic data detailing, augmented and virtual reality, the use of which reduces the costs of pharmaceutical companies. It was determined that due to modern conditions, pharmaceutical companies intensively use social network platforms for the promotion and branding of medicinal products. It was determined that such Digital marketing tactics as content marketing, search engine optimization, e-mail marketing, social media marketing, etc., are considered effective tools for the promotion of medicinal products. Digital marketing has been found to generate valuable information that has a significant impact on the pharmaceutical sector, so pharmaceutical companies build consumer satisfaction through phone applications and online networks, allowing the pharmaceutical company to increase sales and profits. It has been found that pharmaceutical companies are increasingly using social media as target customers increase public awareness of their drugs and services and seek more effective opportunities to engage with target audiences. It has been found that for pharmaceutical companies, the e-commerce platform is the foundation of their digital presence, and improving the customer-centric infrastructure with well-integrated systems will help ensure proper customer interaction. It has been determined that the benefits of social media and online marketing are particularly important for pharmaceutical companies, as they are crucial to ensure more effective digital marketing. It was established that following the results of January-June 2022, the pharmaceutical companies "Farmak", "Darnytsia" and "Acino" took the leading positions in terms of sales of medicinal products.

The article identifies the problems and prospects for improving the management of the development of insurance companies in Ukraine. The need to make strategically effective decisions that maximize the adaptation of insurance companies to the external environment, the formation of tactical tasks on their basis, is detected. It is noted that, like any economic activity, insurance requires the introduction of a quality management system. Hence, the overall efficiency of insurance company management consists of the levels of efficiency of managing individual subsystems: financial resources, marketing, sales, etc. In the existing structural and process model of an insurance company, the boundaries between structural levels are not clearly defined. Some elements of structures equally belong to different structural groups, in which case often one structure overlaps or intersects with another. It is found that government regulation of insurance companies should be based on principles that will ensure its efficiency, adequacy and transparency, promote the development and profitability of insurance providers and protect consumers of insurance services. It is concluded that one of the important conditions for effective management of the development of insurance companies in Ukraine is the use of modern management technologies and government support in the form of regulation of their activities, based on certain principles that ensure its efficiency, adequacy and transparency, will contribute to the development and profitability of insurance workers and protect consumers of insurance services. A methodical approach to determining the efficiency of managing the development of insurance companies is proposed, which is based on the use of the following coefficients: uncertainty of management activities; concentration of functions; accumulation of dysfunctions by the organizational structure; rationalization of the use of elements; concentration of elements; complexity of the organizational structure of management, which allows to establish the differences between the existing and the desired state of the basic indicators of the efficiency of the development management system of an economic entity

The article discloses the theoretical, practical and legal principles of regulation of activities and taxation of IT companies in Ukraine, in particular, the legal support for the formation, functioning and development of the IT industry is analyzed. Special attention is paid to the structure and main tasks of the National Program of Informatization in Ukraine, other economic and tax legislation that guide IT companies in their activities. The analysis of the IT services market in Ukraine for 2018-2020 was carried out and the dynamics of tax payment by domestic IT specialists in 2017-2020 were analyzed, which indicated the successful functioning and transformation of the market. The volume of products produced and sold in 2020 is increased by UAH 134.2 billion compared to 2018, and the total amount of taxes paid in 2020 compared to 2017 is increased by UAH 3,569 million. Enterprises of the industry and individual entrepreneurs are profitable: in 2020, an IT specialist accounted for UAH 37,757 of the taxes paid. The choice of taxation system is especially relevant for the IT business of Ukraine. The ability to carry out professional activities as an individual entrepreneur and pay a single tax is an important condition for the development of the domestic IT industry, ensuring the competitiveness of IT specialists in the capital market. At the same time, the application of a simplified tax system is a certain manipulation of the norms of the tax legislation used by IT companies in order to minimize the tax burden. The necessity of development of the domestic IT market is substantiated, the main trends and prospects for the development and optimization of taxation are determined to strengthen the competitiveness of companies in both domestic and global IT markets. The elaboration of transparent principles and rules of taxation will have a positive impact on the development of the domestic IT industry.

The article examines the process of digitalization as a key trend in the modern socio-economic development of any industry and complex, identifies the features of legal regulation of this process in the Russian Federation, the features of its implementation in relation to the pharmaceutical industry of the RF. The article analyzes the statistical data describing the development of the process of digitalization in the Russian pharmaceutical complex, identifies the main directions of positive impact of this process on the pharmaceutical complex, existing problems of its further development and possible ways of their solution. Digitalization should be perceived as a key trend in the development of the modern pharmaceutical complex, ensuring the improvement of all aspects of the activities of participants in the pharmaceutical complex. At the same time, it is obvious that the process of digitalization in relation to the Russian pharmaceutical industry is at the initial stage of its development. This is evidenced by the characteristics of digital solutions used in the activities of pharmaceutical companies, as well as the percentage of their implementation. As a key method of intensifying the processes of digitalization of the pharmaceutical complex, we should consider the legal methods of regulating all participants in the digital sector of procurement and sales, the specifics of regulating competition in this market as an open procurement market, the Federal laws 44FZ, 223FZ, regulating the rules of bidding in the conditions of digitalization of business processes. According to the author, legal means should be considered as a key method of intensifying the processes of digitalization of the pharmaceutical industry. In this regard, it is necessary to integrate the targets contained in the program «Digital economy of the Russian Federation» into the concept of strategy of development of pharmaceutical industry of the Russian Federation until 2030 and to create in the government program a separate direction of «Digital health care».

The article is aimed at analyzing the current status of fishing industry in Ukraine in general and Rivne region in particular, as well as determining prospects for the development of fishing industry in the coming years. The economic performance indicators of Ukrainian enterprises, which carried out fishery activities, is provided, and the enterprises of Rivne region are paid special attention. The dynamics of water resources extraction during the last ten years (2008-2018) are analyzed, which shows a significant decrease in catches in the country (almost three times). Besides, starting from 2018, changes to the list of the fishing industry regions are made. It is examined that the extraction of water bioresources in the inland water facilities during the same period has a clear upward trend, which indicates the development of fisheries, fish farming and aquaculture in the inland natural water reservoirs. The product structure of exports and imports of goods in general is analyzed; fish and crustaceans are allocated among others, and their proportion in the overall structure of exports/imports is assessed. It is recommended to increase domestic volumes of growing fish and other water living resources to reduce their imports to Ukraine. A comparative analysis of the catches of water living resources in each region of Ukraine is carried out and the proportion of each region carrying out catches is determined. The main categories of natural water reservoirs in which fish farming operates are artificial ponds, water storages, lakes; aquaculture also operates in the aquariums of industrial volumes. The available water capacities for fish farming and aquaculture development of Rivne region are covered. The powerful fishery enterprises of Rivne region are characterized and the most popular fish species bred there are provided. The main prospects of the fishing industry in the implementation of the fishing industry development strategy for the period up to 2023 are presented together with a negative scenario of the fishing industry development, if the strategy is not adopted and implemented.

The basic preconditions and prospects of small business in the sphere of tourism are considered. The main goal was to generalize the material for the entire industry branch and to identify specifics exactly for small entrepreneurs. The directions of business conducting in the sphere of tourism are presented: tourist operator, agent and firm; necessity of responsible approach to drawing up of the first packages of tours for formation of good reputation in the market is defined; the State support and participation in the European program of business support are considered; statistical data on the number of tourists and the motivation of tourist trips of citizens of the world to Ukraine are analyzed. Problems of tourism industry of Ukraine and tendencies to decrease of its attractiveness both for foreigners, and for Ukrainian citizens are identified. It is recommended to develop tourism in Ukraine in several directions, such as: curative, rural, ecological, cultural, and business.

The article sets prospects of interaction of Ukrainian economy with Middle East economies on the basis of analysis of state of qualitative and quantitative parameters of economic and humanitarian relations. It proves that the following is required for fast improvement of the situation: substantial and closer co-operation of Middle East regions with foreign economic relations departments of Ukraine; expert study of prospects and possibilities of promotion of Ukrainian regions in Middle East markets; distribution of information in Middle East countries on possibilities of co-operation with Ukrainian regions in different spheres, in particular, by means of conducting trade forums and presentations of individual regions.Обозначены перспективы взаимодействия экономики Украины с экономиками стран Ближнего Востока на основе анализа состояния качественных и количественных параметров экономических и гуманитарных отношений. Доказано, что для скорейшего улучшения ситуации необходимы: предметное и более тесное сотрудничество регионов Ближнего Востока с внешнеэкономическими ведомствами Украины; изучения на экспертном уровне перспектив и возможностей продвижения украинских регионов на ближневосточных рынках; распространение на Ближнем Востоке информации о возможностях сотрудничества с украинскими регионами в разных сферах, в частности, путем проведения форумов торговли и презентаций отдельных регионов.

The article substantiates and systemises characteristic features of the knowledge economy and the role of the higher school in this economy. It reveals patterns of functioning of the higher school and tendencies of its development under new economic conditions, which are required for effective strategy formation. It uses analysis of systems of higher education of EU countries to show a model of European higher education of Boulogne type and substantiates its advantages, contradictions and prospects of further development. It develops conceptual provisions of effectiveness of the Ukrainian higher education on the basis of structural, institutional and substantive modernisation with consideration of requirements of the knowledge economy.Обоснованы и систематизированы характерные черты экономики знаний и роли высшей школы в этой экономике. Выявлены закономерности функционирования высшей школы и тенденции ее развития в новых экономических условиях, необходимые для формирования эффективной стратегии. На основе анализа систем высшего образования стран Евросоюза раскрыта модель европейского высшего образования Болонского образца, обоснованы ее достоинства, противоречия и перспективы дальнейшего развития. Разработаны концептуальные положения эффективности украинского высшего образования на основе структурной, институциональной и содержательной модернизации с учетом требований экономики знаний.