Olha Shulha’s scientific contributions

The article explores the unique impact of digitalization on the operational management of service enterprises, underscoring the importance of strategies and tools for optimizing business processes. These tools empower enterprises to effectively use digital technologies, increasing productivity while reducing negative environmental impact. The study also highlights the crucial role of innovative solutions in ensuring sustainable development and how digital technologies can enhance service quality, meeting consumers’ evolving needs. The article concludes by emphasizing the necessity of involving the audience in implementing digital innovations into the management system of service enterprises, aligning with the contemporary demands of efficient and sustainable development.

The article determines that in modern conditions of a competitive market environment, effective management of price policy is a crucial aspect of strategic marketing of enterprises. Modern approaches to pricing management in marketing services using modern information technologies are considered. Data analysis, price modelling tools, and automated management systems are essential to optimise pricing strategies effectively. The importance of considering demand, the competitive situation on the market and the total cost of services when setting prices by the enterprise is proven. The influence of digital platforms and online channels on the formation of prices and consumer value of the final product is analysed. The need to develop pricing strategies has been identified to enhance competitiveness and meet the needs of the modern market for marketing services.