Uman NUH | today: 12/22/2024
| Author(s) |
Соколюк С. Ю., , , Zharun E. V., PhD in Economics, , Uman National University of Horticulture Бленда Н. О., , , Чернега І. І., , , Дріга А. С., , , Уланчук В. І., , , |
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| Category | Economics | ||
| year | 2024 | issue | Issue 105 part 2 |
| pages | 176-186 | index UDK | 631.17.001 | DOI | 10.32782/2415-8240-2024-105-2-176-186 (Link) |
| Abstract | The rapid development of digital technologies has transformed various sectors, and agriculture is no exception. This article explores the digital strategies implemented in the agribusiness sector, focusing on the adaptation of the 4P marketing model by Philip Kotler, extended to the 7P model in the context of digitalization. It identifies the main challenges faced by agricultural enterprises in implementing these digital strategies, including financial barriers, the lack of skilled professionals, and inadequate infrastructure, particularly in rural areas. Furthermore, the paper examines the prospects for digital agriculture, such as the integration of precision farming, blockchain technology, and state support for innovation. The article emphasizes the need for specialized education programs for farmers and the role of digital platforms in enhancing transparency and efficiency within the agricultural supply chain. Based on the analysis, recommendations are provided for overcoming existing barriers and implementing successful digital strategies in agriculture. The study highlights the growing importance of digitalization for the long-term sustainability and competitiveness of the agribusiness sector. The processes of formation and development of the digital economy of Ukraine are considered, the differences and peculiarities of its functioning and the impact on the competitiveness of the national economy are being studied. It is determined that digitalization of the country is not a simple transition to e-government, but a full-scale introduction of digital technologies in all spheres of society: from education, skills, production, business to bridging the digital divide and creating a complete digital infrastructure. The basic moments of the digital strategy of the country are defined, problems of digitization of industries, in particular agro-industrial complex, and ways of their solution are outlined. The purpose of the article is to study the theoretical foundations and modern applied aspects of digitalization of the Ukrainian economy by defining its current state and prospects for the introduction of information and communication technologies into the practical activity of domestic enterprises. | ||
| Key words | digital strategies, agribusiness, digital transformation, 4P, 7P, precision farming, blockchain, rural infrastructure, education, innovation | ||