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Introduction. The peculiarities of insurance marketing are determined, on the one hand, by the nature of the insurance service, and on the other, by the specifics of the insurance market. In modern conditions, the role of insurance marketing in the activities of insurance companies is growing, which is connected with the change in lifestyle and the risks that arise, increased competition in the insurance market, the development of digital technologies, and the growing awareness of the need and role of insurance in protection against risks. Therefore, a necessary condition for the successful operation of any insurance company in a competitive environment is the development of an effective marketing strategy that makes it possible to attract new customers, retain existing ones and increase profitability, as well as develop the brand and positive image of the insurer. The purpose of the article is to determinate the main areas of improvement of insurance marketing in Ukraine through the analysis of key factors affecting the quality of marketing policy in the context of the provision of insurance services. Results. The article identifies the main factors influencing the rapid development of insurance marketing. Based on a retrospective analysis, the main stages of the formation of insurance marketing (from the beginning of the 60s of the 20th century to the present) are considered. The key elements of the insurance marketing complex are identified, based on the theoretical and methodological principles of the functioning of marketing as an economic process. In order to deepen the understanding of the concept of insurance marketing, the existing approaches to defining the concept of "insurance marketing" were considered. Classification of influencing factors on consumer behavior in the context of insurance marketing is proposed. The peculiarities of insurance marketing are analyzed and the main aspects of the implementation of an effective insurance marketing strategy are summarized, taking into account international experience. Conclusions. Insurance marketing in Ukraine is becoming an increasingly important component of the success of insurance companies, especially in the conditions of growing competition in the market of insurance services. Accordingly, insurance companies in Ukraine actively use various marketing strategies to attract and retain customers, increase profits and promote the brand The main areas of improvement of insurance marketing in Ukraine are: use of digital communication channels, such as social networks and other online channels; personalized insurance products and services that meet the individual needs of clients; development of innovative insurance products and services; improving the quality of service and transparency of insurance services, which will allow insurance companies to increase the trust of clients in their services and ensure stable development in the market; use of artificial intelligence and data analytics.

Introduction. In modern conditions, Ukraine faced the issue of ensuring an adequate level of social protection of citizens against the background of their impoverishment and mass resettlement, as well as the rapid increase in prices and the number of those who lost their jobs and housing. Social insurance is an important component of the social protection system. It provides for the receipt by insured persons of various types of social benefits in the event of the occur rence of certain negative events caused by social risks. In this context, the question of increasing the effectiveness of the functioning of the social insurance system within the framework of the assessment of problematic aspects and key tasks of its further reform is brought up to date. The purpose of the article is a comprehensive analysis of the main principles of reforming the social insurance system in Ukraine in order to raise the standard of living of the population and protect it from new social upheavals and threats; identification of problematic aspects that accompany the specified changes; outlining promising directions for further improvement of the national social insurance system to ensure effective insurance protection and decent financial support for each insured person. Results. It has been established that social insurance is evidence of the sociality of any state that recognizes the supremacy of social values, cares for its citizens and adheres to declared social standards. It is argued that social challenges accompanying social transformations in the country, intensified by ATO, a pandemic and a full-scale war, necessitated the need for effective social security of citizens, the basis of which is social insurance itself. It is shown that the social insurance system has undergone many changes over the years of its existence. A critical analysis of the main reforms, which most affected the sphere of pension provision of the population and the health care system, reorganization of social insurance funds, was carried out. It has been proven that this transformation did not give the desired result, and social problems are only increasing. It is indicated that the important determinants of ensuring the effectiveness of the further reform of the social insurance system are: flexibility and adaptability of the system, its ability to adapt to the conditions of today; ensuring effective management of financial resources of social insurance funds, ensuring their non-deficit; systematic implementation of improvements and their compliance with international standards and social guarantees; deep awareness by employees and employers of the need to conduct labor activities honestly and openly. Conclusions. According to the results of the study, it was established that the main organizational and legal form of social security is social insurance within the framework of support and material stimulation of economically active citizens and improvement of the material situation of vulnerable population groups. The prospect of reforming the social insurance system in Ukraine depends on the effective cooperation of the state, employers and employees in the form of open dialogue and social responsibility of the parties to achieve the desired result – raising the level of social standards and high-quality social protection of citizens, intensification of labor activity and overcoming social upheavals.

Вступ. Важливою компонентою економічного розвитку вітчизняних підприємств є підвищення ефективності прийнятих управлінських рішень, особливо тих, що стосуються покращення платоспроможності й ліквідності суб’єктів господарювання, забезпечення їх фінансової стійкості та конкурентоспроможності в умовах мінливості економічного середовища. У цьому контексті актуалізується питання дослідження управління грошовими потоками підприємства, яке власне і спрямоване на забезпечення його сталого зростання та постійної фінансової рівноваги, та оцінювання його ефективності задля оптимізації руху грошових коштів на ньому. Методи. У роботі використано загальнонаукові і специфічні методи, зокрема, при обґрунтуванні шляхів удосконалення процесу управління грошовими потоками на підприємстві – методи теоретичного узагальнення й абстрагування; у ході аналізу динаміки та структури грошових потоків підприємства – методи порівняння та вертикального і горизонтального аналізу; метод коефіцієнтів – для оцінки ліквідності грошових потоків; метод комплексного підходу – при оцінці ефективності управління грошовими потоками підприємства. Результати. Сформульовано авторське трактування поняття «грошовий потік» та визначено фактори впливу на формування грошових потоків підприємства та охарактеризовано принципи управління ними. Оцінено ефективність управління грошовими потоками на прикладі ПАТ «Укртелеком» у розрізі горизонтального та вертикального аналізу. Це дозволило виявити проблемні аспекти у діяльності товариства, які стосуються несинхронності проведення платежів, їх незіставності, нерегулярності та непередбачуваності. Водночас встановлено високу «якість» грошових потоків підприємства в цілому. Перспективи. Обґрунтовано необхідність чітко визначати інструменти оперативного управління для досягнення позитивних результатів у майбутньому. Сформульовані рекомендації щодо оптимізації структури грошового потоку та удосконалення процесу оперативного управління ним дозволить товариству покращити свою фінансову дисципліну і відновити фінансову рівновагу.

Introduction. In the conditions of digital society formation, the informatization of the social security sphere is a necessary component and guarantee of successful implementation of social policy aimed at quality and timely satisfaction of citizens' needs. Therefore, a prerequisite for the effective functioning of social protection and public service authorities is the development and technical innovation of social services and channels for their implementation through automated information systems, should be consistent with the innovation strategy of development of the social sphere as a composite digital economy of the state. Purpose is to substantiate the expediency of application of the newest digital technologies in the sphere of social security and novelization of social services on this basis, as well as to reveal features and advantages of social protection of the population through automated information systems and channels of their implementation. Results. The necessity and role of informatization in the modern digital society and the main challenges that lead to its implementation in the field of social security have been substantiated. The key automated information systems, which contribute to the construction of a common information space of the social sphere and allow to increase social protection of the population in domestic conditions, as well as the emergence of a new service-oriented social service with a wide range of information and communication services, have been analyzed. The necessity of training and retraining of highly qualified creative specialists of new specialties was noted and generalized principles of systems of skills development in the conditions of informatization, which are important in the selection of social workers, were defined. Conclusions. Social protection and social welfare institutions, when formulating their own strategies, should consider the information and communications technology vector of development as an essential means of improving their functioning, since this will determine the effectiveness of social policy implementation in the State and the level of satisfaction of citizens with social services. The results of informatization of social processes are manifested in the implementation of automated information systems and the construction of a single unified information space of social security, the development of new service products, electronic filing of documentation and simplification of procedures for obtaining social security, transparency of social security and, as a result, successful social policy.

The reliable distributed data storage system based on the Redundant Residue Number System (RRNS) is developed. The structure of the system, data splitting and recovery algorithms based on RRNS are developed. A study of the total time and time spent on converting ASCII-encoded data into a RRNS for files of various sizes is conducted. The research of data recovery time is conducted for the inverse transformation from RRNS to ASCII codes.

Introduction. Global changes in society and the rapid development of financial technologies identify major trends in the global insurance market. At the same time there are changes to the functioning of the global insurance market and the organization of insurance companies it according to the new paradigm of the economic community. Purpose. The aim of the research is to evaluate the trends of the global insurance market, identifying characteristics and problematic aspects of its operation in the changing paradigm of progress, to identify key priorities for further evolution in the regional dimension. Results. The features and problems outlined aspects of the global insurance market in terms of a paradigm shift. The estimation of trends in its evolution in terms of developed and developing countries. The basic innovations in insurance-related robotics market development and risks of cyber-attacks, information and digitalization society. The basic priorities of the further evolution of the global insurance market in regional terms. The ways of improvement principles Solvensy II, which will improve the efficiency of the European insurance market. Conclusion. For today for the world market of insurance services characteristic are next tendencies and range of problems of further advancement: acceleration of increase of volume of insurance bonuses, that get insurers from the risk types of insurance, life-insurance and reinsurance; activations of demand are on insurance services in countries that develop, especially in China, to South Korea and others like that; declines of cost of insurance products in the field of commercial insurance and strengthening of insurance interest in cyber-insurance and insurances of robots; consolidations of leading insurers are in a few highly developed countries.