ЦИФРОВІЗАЦІЯ В БУДІВНИЦТВІ: АНАЛІТИЧНИЙ ОГЛЯД ТА ПОТЕНЦІЙНИЙ ВПЛИВ НА ЕФЕКТИВНІСТЬ МАРКЕТИНГУ ДЕВЕЛОПЕРІВ

Abstract

The article explores the current issues of digitalization of development activities as a tool for increasing the efficiency of its functioning. The relevance of studying the current state of implementation of digital technologies in the construction industry and their impact on development activities is proven, especially given its complex and comprehensive nature. It is established that with sufficient study of the theoretical foundations of the implementation of digital tools in the activities of domestic enterprises, the process of forming an empirical basis for determining their impact on business processes is complicated by the lack of a sufficient statistical base for analysis. An interesting research task has been set and solved to conduct an analytical review of the results of the implementation of digital technologies in construction in order to substantiate potential areas for improving the effectiveness of the marketing component of the development company's activities based on digitalization. Based on the analysis of statistical data on the construction industry of Ukraine, contradictory trends in digital transformation have been identified. The existence of an infrastructure gap has been proven, in which, despite the high level of access of enterprises to the Internet, the level of basic digital intensity remains low. The study uses structural-dynamic and comparative analysis methods, as well as logical generalization to systematize the factors of digital transformation of business processes. Particular attention is paid to assessing the functional capabilities of websites and the use of CRM, ERP systems and artificial intelligence technologies in marketing activities. The stagnation of digital sales tools is revealed and it is established that the potential of digital tools for promotion and sales is currently underused. It is substantiated that further digitalization will contribute to the personalization of interaction with customers and the optimization of management decisions. It is determined that the key barriers to development are the personnel shortage caused by migration processes and the low digital maturity of management, which requires the development of new mechanisms for adapting business to market instability.