The theoretical and methodological foundations of the enterprises competitiveness development have been formed. The dissertation is devoted to solving the scientific problem in the context of the transition to the digital economy and the deconstruction of the market. It has been proved the historical and global nature of the digital economy development. The phenomenon is under consideration and is extremely voluminous, multifaceted, it changes rapidly and turbulently. The conditions and forms of enterprises functioning are radically transformed.
Ehe concept of ecosystems is today a progressive basis for organizing economic enterprises activity of any industry affiliation and scale. However, the theory of ecosystems is just in the beginning of its creation. There is no single definition of many terms, uncertainty in the results of implementation in the activities of an enterprise, there is no methodological basis for determining the effects of implementation. The processes of transformation of the value chain as a result of changes in the structure of the market, the formation of digital infrastructure, the emergence of new economic participants and their receipt of dividends using digital data have been investigated. It has been established that there is a process of formation of a new market structure and the value chains creation with the new layers and participants, which is called "deconstruction".
The conceptual apparatus of the research has been improved, namely: the definition of "deconstruction" is proposed. It means "the cyclical process of a new enterprise and market function architectural, which have been defragmented by a disruptive innovation, according to other principles and which occurs sequentially in three stages: disruptive, defragmentation-drift and deconstruction ”. The statement on the enterprises marketing functions deconstruction in the new market conditions in digital ecosystems, when information and communications become the main resource, is theoretically substantiated. The marketing communication function is acquiring a major role along with the production, market analysis and management ones. The analysis of the emergence of specific industry platforms and the typification of its participants in the Ukrainian pharmaceutical market, was carried out, including a group of enterprises that carry out their main activities online: aggregators, platform information intermediaries, distributors and pharmacy chains with their own platforms. A system of qualitative and quantitative indicators specific for a given market is proposed, it allows to form effective strategic plans for the activities of enterprises, taking into account the processes of market deconstruction. Cluster analysis is applied to study the participants in the pharmaceutical market. The criteria for clustering, “digital intensity” and “intensity of digital management” were proposed, and three clusters in each category were identified. The study results confirmed the hypothesis that enterprises using the capabilities of deconstruction
processes in the digital economy have a high market share and leading positions. The methodological foundations for determining the economic effect the of the enterprise marketing functions deconstruction processes during the transition to digital platforms are proposed. All mentioned makes possible to assess the effects of the transfer of the marketing communication function to the digital environment. The sum of direct and indirect network effect, indirect internal and social effect is considered as the resulting economic effect. Formulas for calculating these effects are presented. The types of network effects and the methodology for their determination depending on the strategic goals of the enterprise, namely, the transition to its own or partner platform, have been clarified. An affiliate marketing program was proposed to generate additional profits in the new digital infrastructure.
The developed provisions were tested for two options: the use of an online communication channel when holding a PR event for the target audience and the transition of the activity of a pharmacy chain enterprise to a digital platform.
A target audience marketing research was carried out on the basis of a survey, the results of which made it possible to identify changes in the value chains in the B2B market during marketing activities and changes in the behavior models of participants. The application of the developed methodology has shown the economic feasibility of digital tools introducing into the enterprise activities in a quarantine caused the Covid-19. A systematic approach to planning, conducting and evaluating online PR events is proposed.
