ІНСТРУМЕНТИ ДИДЖИТАЛІЗАЦІЇ У ФОРМУВАННІ КОНКУРЕНТНИХ ПЕРЕВАГ БІЗНЕСУ

The article conducts a thorough study of modern digitalization tools that affect the formation and strengthening of competitive advantages of enterprises in various sectors of the national economy. Digitalization is considered a key vector of business development in the context of digital transformation, which encompasses global technological trends, changing consumer preferences and the growing role of digital communication channels. It is noted that the use of digital solutions is no longer a competitive advantage in itself - it has become a necessary condition for maintaining market positions. At the same time, the competent implementation of digital tools allows you to form a new quality of the business model, reduce costs, improve interaction with customers and optimize management decision-making processes. The work systematizes and analyzes the main digital tools that are currently being actively implemented in the practice of enterprise management. These include such tools as CRM systems, which allow for precise management of customer bases and personalization of communication; cloud technologies (cloud computing), which provide mobility, scalability and cost-effective access to digital resources; digital marketing tools, in particular SEO, SMM, content marketing and email newsletters, which contribute to the formation of a sustainable competitive position in the market; analytical platforms for processing large data sets (Big Data), which allow obtaining strategic information about the market, competitors and consumer behavior; ERP systems for integrated enterprise resource management; digital logistics solutions that optimize supply chains, warehouse operations and product delivery. Particular attention is paid to the impact of the COVID-19 pandemic on the digitalization of business processes. The study emphasizes that it was during the global crisis that digitalization turned out to be a decisive factor in survival for many enterprises, especially in small and medium-sized businesses. Examples of business model transformation in the restaurant sector, retail, education, medical services and HoReCa are considered. Digital platforms, online ordering, mobile applications, contactless payments, virtual workspaces and digital management tools have become everyday means of adaptation to new conditions. The study substantiates that the effective implementation of digitalization tools requires not only financial investments, but also changes in organizational culture, increasing the digital literacy of personnel, and a strategic vision of digital transformations at the company management level. It is also important to take into account the dynamics of technological changes, adapt digital solutions to the specifics of each specific business and build partnerships with technology providers.