Enterprise business administration features in the conditions of digital economy incipience

The article examines the peculiarities and most important directions of the transformation of the enterprise's business administration in the conditions of the formation of the digital economy. The trends in the development of the digital economy and its impact on business administration at enterprises are disclosed; the need to apply a client-oriented approach in the practice of the company's activities, taking into account the development of the digital economy and transformational processes in business administration; tools for implementing a client-oriented approach and behavioral marketing in the business administration of the enterprise are defined; the role and place of the concept of continuous improvement of activities in the business administration system of a modern enterprise is defined; the expediency and peculiarities of using business process reengineering in the business administration system as an effective method of exiting crisis situations are analyzed; the decomposition of the enterprise reengineering procedure into separate successive stages and sub-stages was carried out; the trends of changes in human resources management as a direction of business administration of the enterprise and the directions of using digital and social channels to involve personnel in digitalization processes and the formation of a new digital organizational culture are determined. Recommendations on the effective construction of the business administration system of the enterprise in the conditions of the formation of the digital economy have been developed. The main research methods were general scientific methods: analysis and synthesis, scientific abstraction, comparison and analogy, information search method. Among the most important directions of the transformation of the business administration of the enterprise under the influence of the digitalization of the economy, customer orientation, the creation and development of platforms for interaction with partners through the formation of ecosystems in the business environment, behavioral marketing, the construction of a system of continuous improvements and development, new approaches to the involvement and development of employees based on digital cultures The most important directions of digital transformation affecting business administration processes are client-centricity, value proposition management systems, implementation of an innovative culture within the company, etc.