The dissertation research is devoted to definition of strategic vectors of transformation of business models of increase of economic efficiency of activity of sphere of services and to development of practical recommendations on their practical introduction at the enterprises. To achieve the goal of the study, a comprehensive analysis of the features and trends of transformation of business models in the field of services.
Strategic vectors of transformation of business models to increase the economic efficiency of services: digitalization and Internet services, creativity and innovation, cooperation, integration with production (product as a service), sustainability. When considering the development of the service sector, their differentiation according to the level of creativity and knowledge intensity is noted. It is determined that an example of intellectualization of the traditional sphere of services can be supply chains of high-tech products, which can be complex and spread to several countries and even regions. The strategic directions of development of enterprises in the service sector in accordance with the types of innovations identified by areas of implementation are substantiated.
The range of services related to innovative development is considered. The research improves the scientific and methodological approach to determining the features of the business of creative enterprises and the classification of creative services. It is determined that the business in the field of creative services has a number of features that are differentiated depending on the sector and models of interaction in it. The need to increase the readiness of business for development in the field of creative services was noted. It is substantiated that the features of creative services should be considered within the relevant business model, in particular B2B or B2C, as well as in the context of a possible mix of these business models. The analysis made it possible to conclude that there are related business verticals in the business strategy in the field of creative services, due to increased fragmentation among sellers and buyers and reduced efficiency of existing business systems.
Based on the analysis of the index of efficiency of the goods and services market, labor market efficiency, business dynamism, innovative potential of the economy included in the Global Competitiveness Report, the correlation with the index of information and communication technology development (Global Innovation Index) is determined. digital component of building business models. The study of enterprises of Sumy and Kharkiv regions allowed to note the average level of digital competencies and motivation of business leaders to digital transformation. At the same time, the motivation of enterprises in the service sector is lower than the industry average.
The study proposes the components of the digital transformation strategy and the levels of digital transformation of the service sector. The activity of digital agencies was chosen as an object of testing of the developed components of the customer orientation strategy. It is determined that the digital agency is a hub entity of a certain cluster of leading services of Ukraine (temporary accommodation and catering services, computer programming, consulting and related activities, and advertising activities and market research) and at the same time innovative participant in the service sector. The study summarizes the list of services provided by digital agencies.
To assess the effectiveness of the business model, the trajectory of business development based on the use of the SWOT-method and the construction of the SPACE-matrix, taking into account the elements of the business model. The scale of estimations of components of business model is offered and the most problematic components of business model are defined.
The analysis of features of digital transformation of business processes as a result of realization of tasks of digital marketing is carried out.
To eliminate these problems, the practical aspects of using physical (offline) and digital (online) communication channels are identified. Scientific and methodological bases for building a business model of digital agency, which comprehensively take into account the peculiarities of B2B and B2C interaction, the specifics of the business model of digital marketing services and allow to successfully implement strategic vectors of digitalization, cooperation and innovation. Business process models have been developed that illustrate a proactive approach and are based on the concept of CRM (customer life cycle management). A business model of using analogues in the development of a digital product in the field of services is also proposed, which allows to increase the accuracy of determining the cost of a future project. Particular attention is paid to the benefits of using a database of value values and parameters of analogues.
