BUSINESS MANAGEMENT IN THE DIGITAL ECONOMY

Currently, digital technologies have a significant impact on business. In this connection, special attention should be paid to the management of processes associated with the introduction of the latest technological solutions in various areas of the enterprises ' activities. New technologies are emerging, such as cloud computing, communication platforms, data analytics, big data, automation, robotics, artificial intelligence, machine learning, virtual reality, and even 3D printing, which are opening up new opportunities for businesses. Digitalization of the business allows you to increase the productivity of activities, quickly adapt to changes in the external environment, build effective interaction with consumers and suppliers, etc. In recent years, the development of the digital economy in Russia has been observed, but its level in comparison with the leading countries is insufficient. The digitalization of business is hampered by a number of problems: insufficient knowledge and internal resistance of staff, management's fears of getting a low return on investment, lack of finance, lack of necessary infrastructure, and cyber-crime. The purpose of the study is to develop recommendations for improving business management in the digital economy. Research objectives: to study the concept of digital economy, the essence of digital technologies and digital transformation, characteristics of digital transformation, features of digitalization, current trends in digital solutions for individual industries, to analyze the digitalization of business in the Russian Federation for 2019-2020, to identify development problems, to develop recommendations for improving the level of digitalization of business in the Russian Federation. Practical significance. The materials of the article are of practical value for the implementation of the digital transformation of business in the Russian Federation.