ECONOMIC MANAGEMENT: THEORY AND PRACTICE УДК 339.138 (075.8) JEL: 1Odesa National Economic University, Research ID : http://www.researcherid.com/rid/ MARKET TRANSFORMATION IN THE MODERN CONDITIONS OF TRANSITION TO THE DIGITAL ECONOMY The development of the modern market economy is dynamically moving towards digitalization. Therefore, in order to function effectively in the market, it is necessary to be aware of the directions of transformations and changes that are taking place. The basic tendencies of market development in the conditions of formation of digital economy are investigated. It is found that the market is taking on a dual real-virtual form, and its main characteristics are defined as a self-organized economic system. An author's version of the periodization of market transformation is proposed that takes into account the historical context, which is an important prerequisite for influencing the process of significant changes. Further expansion and penetration of duality both in the world and in the regional markets are statistically substantiated. The need to re-industrialize on a digital basis, which is irreversible, has a systemic character and provides high-quality upgrading of the industry based on high technologies, is identified. Keywords:digital economy; revolution 4.0; real-virtual market; marketing; consumer behavior; business models Бібл. 12; табл. 3
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