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DIGITAL ECONOMY: NEW BUSINESS OPPORTUNITIES
A.N. Andreeva, student E.M. Mizova, student
Saint-Petersburg state university of economics (Russia, St. Petersburg)
Abstract. The article is devoted to the problems of adaptation of strategic management tools of the company to rapidly changing external environment caused by intensive development of digital economy. In this article the basic tendencies of change of digital business environment at macro-and micro level, questions of increase of efficiency of use of internal potential of the company, peculiarities of competitive struggle based on active use of information and communication technologies.
Keywords: digital economy, production ,hyper competition, innovation, informatization
The modern world is impossible to imagine without information technologies, which have changed and eased various spheres, opened new market opportunities. The emergence of new digital infrastructures, the development of computer technology and digital communications creates new opportunities in the field of information technologies, their implementation in the sociopolitical and economic life of society, form the new system of the international economy is digital. The digital economy is based on the production of electronic goods and services by high-tech business structures and the implementation of these products through e-commerce.
The digital economy is an activity in which the key factors of production are data presented in digital form, and their processing and use in large volumes, allows increasing efficiency, quality and productivity in various types of production, technologies, equipment, storage, sale, delivery and consumption of goods and services.
Economic relations and laws are the subject of the digital economy. Relations are formed in the process of production, exchange, distribution and consumption of scientific and technical information through digital information technologies, and the development of these processes is subject to economic laws.
The relevance of the article is due to technological changes that contributing new characteristics both in the global economic system and in the economy of individual markets and enterprises. Digital technology has led to a revolution in business. The new digital econ-
omy is based on fundamentally different rules than the traditional economy. Economic entities are forced to work in the conditions of constantly changing environment survival and development in such conditions implies constant adaptation of business to a dynamically changing environment at the strategic and tactical level.
The purpose of the article is to identify the impact of digital information technologies on business and offer ways of company's response to the challenges of the digital economy.
The digital economy has a huge impact on production, trade, transport and financial services, education, health, media, etc. Technology empowers people and organizations in different directions, provides an opportunity to creation and dissemination of ideas, development and introduction of innovations into commercial activities.
The development of information digital economy is inextricably linked with the process of information market development. The information market can be described as a system of economic, legal and organizational relations on purchase and sale of intellectual work products on a commercial basis.
With the growth of informatization and digitalization of society the information industry is beginning to prevail in the economy, production is becoming more and more innovative and intensive. Every year the number of employed in the field of information and communication technologies is growing. The main factor stimulating the informatization of the society in recent decades is the increase of
availability of hardware and software, development of network technologies. A significant impact on the dynamic development of the information market has been the intensive growth of business in the development of software products.
The development of the digital economy has led to the emergence of a new kind of competition- hypercompetition. The system elements of hypercompetition are multilevel and multidimensional, new knowledge (competencies), manageability, dynamism, adaptability, mobility, innovation, efficiency, etc., which define globalization advantages of world leaders and technologically advanced multinational companies.
The information market uses special methods of competition of it-structures, performing undiversified function on development of innovative technologies for production, storage, processing and transfer of the information for optimization of business processes organizations.
At the microeconomic level, information and communication technologies (ICTs) enable enterprises to optimize their business processes. At the macroeconomic level, the impact of ICTs explains the need to choose New directions for the development of economies of States and regions that take into account trends in the global economy, including use. The digital economy is able to overcome a number of constraints inherent in the traditional economy. Digital products can be copied and used by an unlimited number of persons, and they do not lose consumer properties, and when sharing and sharing these properties often improve. In this case, material products can not be used simultaneously by several people and are subject to wear and tear during operation. Internet-shops allow to avoid restrictions on the areas peculiar to usual trading platforms, and therefore also on breadth of assortment.
With the increasing influence of information on the management of the company requires additional investigation of methods of its use. Nowadays, it becomes more and more difficult to solve organizational and managerial problems of companies, setting up business processes. The digital economy has
made a number of significant changes in the activities of companies:
1. the emergence of information production factor, which became a significant resource:
2. Increase in production costs, as the information as a commodity and factor has a price;
3. Reducing transaction costs through the use of ICTs;
4. Increasing the importance of the human factor in the introduction of ICT-based production;
5. Reducing the importance of the uncertainty factor through the active use of the information resource.
In the traditional economy, the main role in the relationship between producer and buyer was played by the manufacturer, as he belonged to the generation of product ideas. The buyer made a selection from the list of benefits already produced and offered by the manufacturer. In the digital economy, the modern buyer has the opportunity to become a participant in the process of creating new consumer value, generate ideas for new products and services.
Moving towards closer interaction with the consumer can be described as a logical step of production enterprises to change in the business environment. Production companies increasingly began to cooperate with the consumer (creation of product design, production of products by individual order, development of new product functionality, etc.). The concept of "open innovation", developed by G. Chezboro, is also associated with the changes caused by the digital economy. Open innovations can be observed in the process of active involvement of consumers ' business in the process of creation of innovations, when companies use not only internal ideas (ideas of employees), but also external (ideas of consumers). Knowledge is a strategically important asset in the digital economy. They play a key role in the sustainable economic development of companies in various industries. In this regard, it is advisable to form new approaches to the development of business development strategies based on modern tools and methods of integrating corporate knowledge into the company's management
system. Knowledge management, as one of the most important activities in the management system, should be focused on the formation of intellectual values, development of organizational, consumer and human capital of enterprises. The intensive use of intellectual assets provides opportunities for the formation of internal and external competencies that jointly form the system of key competencies of the company.
The development of the digital economy has a significant impact on the internal and external business environment. There are cardinal changes in the sphere of information and communication technologies, which are reflected in different directions of the company's activity.
The internet allows even new and tiny companies to sell their products all over the world.
Companies can emerge and grow quickly, with relatively small capital investments.
Information technology helps to reduce costs, and significantly increase productivity and productivity in almost all sectors of the economy.
The position of companies on the market in the digital economy is becoming more complex, risks and uncertainty in strategic decision-making are growing. This situation is connected with unstable conditions due to dynamic changes at technological level, increase of competition, influence of the state on economy.
Technological changes peculiar to the digital economy create new market rules of business, both for producers and buyers. In the digital economic environment, companies need to continuously seek new competitive strategies and improve the effectiveness of competition.
In order to survive and develop in the new environment, companies should increase their competence in the field of digital information
technologies. References
1. Toffler E. Metamorphosis of power: knowledge, wealth and power at the threshold of the XXI century - m.: Publishing House "AST", 2008. - 669 S.
2. Chezboro Open Innovation. Creation of profitable Technologies - m.: Generation, 2007. -336 S.
3. Electronic (digital) economy. Appendix to the medium-term program of social and economic development of Russia to 2025 "risk system growth strategy"
4. Elcom - General e-commerce issues [electronic resource] access mode: Http://elcomrevue.ru/tsifrovaya-Ekonomika
ЦИФРОВАЯ ЭКОНОМИКА: НОВЫЕ ВОЗМОЖНОСТИ ДЛЯ БИЗНЕСА
А.Н. Андреева, студент Э.М. Мизова, студент
Санкт-Петербургский государственный экономический университет (Россия, г. Санкт-Петербург)
Аннотация. Тема данной статьи - проблемы адаптации стратегических управленческих инструментов компании к стремительно меняющейся внешней среде, которая вызвана интенсивным развитием цифровой экономики. В данной статье рассмотрены основные тенденции изменения среды цифрового бизнеса на различных уровням, вопросы повышения эффективности использования внутреннего потенциала компании, особенности конкурентной борьбы, основанной на активном использовании информации и коммуникационных технологий.
Ключевые слова: цифровая экономика, производство, гиперконкуренция, инновации, информатизация.
