РЕАЛІЗАЦІЯ РЕФОРМИ ДЕРЖАВНОЇ СЛУЖБИ ЩОДО БІЛЬШОЇ УЧАСТІ ГРОМАДЯН В ІНВЕСТИЦІЙНИХ ПРОЦЕСАХ ДЛЯ ЄВРОПЕЙСЬКОЇ ТА ЄВРОАТЛАНТИЧНОЇ ІНТЕГРАЦІЇ УКРАЇНИ

The purpose of the article is to analyze the implementation of civil service reform to increase citizen participation in investment processes for European and Euro-Atlantic integration of Ukraine. Methodology. Various forms of citizen participation in public administration processes, which allows to form a good balance of advantages and disadvantages in this process for the implementation of European integration reforms is based on the methods of theoretical generalization, grouping and comparison have been researched. The analysis of the main advantages and disadvantages of promoting citizen participation in public administration processes is based on the methodology of system analysis and synthesis. Results. It was identified on the basis of the analysis of the main advantages and disadvantages that the advantages of citizen participation in public administration processes far outweigh the disadvantages to ensure better quality of services and living standards of citizens. The main shortcomings of citizen participation in public administration processes have been studied, which will help solve the problems of citizen participation in public administration processes in the context of European integration. Various forms of citizen participation in public administration processes have been developed in order to form a good balance of advantages and disadvantages in this process in order to implement European integration reforms. Different levels of citizen participation in public administration processes are analyzed, which contributes to the effective involvement of citizens in public administration processes for the implementation of European integration reforms. It was found that supporting the processes of socio-economic reform of the civil service through the strategy of public administration will help to implement the main European administrative reforms of public administration in Ukraine. Based on the analysis, it is concluded that supporting the transformation processes in Ukraine by investing in civil service reform helps to build the basic European principles of public administration in Ukraine. It is substantiated that measures to support civil society will be possible due to the training of civil servants, which will provide an opportunity to build the stable and efficient economy of Ukraine. Scientific novelty. The expediency of creating different levels of citizen participation in public administration processes is substantiated: informing, consulting, recommendations, joint development of plans, joint decisions, delegation. Practical significance. The results of the study form the scientific and practical basis for conducting various analytical and forecasting studies in terms of justifying greater participation of citizens in investment processes of public administration.

МЕХАНІЗМИ РЕАЛІЗАЦІЇ КОНЦЕПЦІЇ ЕКОЛОГІЧНОГО МАРКЕТИНГУ НА РЕГІОНАЛЬНОМУ РІВНІ

Striving for sustainable development requires fundamental changes in the management paradigm, which lies in the creation of an economic mechanism for rational environmental management. Recently, among the areas of implementation of the strategy for sustainable development of regions, a special place belongs to the concept of environmental marketing. Methodology. The analysis of the features of the development of environmental marketing and the development of environmental marketing in foreign and domestic practice is based on the methods of generalization and comparison. Results. Attention is focused on the fact that the main task of environmental marketing is the desire to change the classic approach to management and show enterprises that the concept of sustainable development and marketing eco-strategies will help to change the consumption structure and balance natural processes. It has been proved that the concept of sustainable development through the prism of greening must be implemented through a targeted state policy at the macro-meso - and micro levels, namely, through the mechanisms of market activation, contributing to financial support for the formation and development of environmental entrepreneurship with the help of regulatory, tax, administrative, economic, socio-psychological mechanisms. Scientific novelty. The expediency of determining the mechanisms for implementing environmental marketing in the system of sustainable development of regions and determining the main directions of their action has been substantiated. It has been proved that the development of the concept of environmental marketing in domestic practice is possible provided that an effective environmental policy of the state is formed, the system of environmental legislation is improved, the system of environmental education and culture is developed, environmental knowledge, environmental values and ideals in society are formed, the transition to an innovative model of development of the national economy is an effective mechanism for the implementation of environmental production goals and the introduction of resource conservation processes, the formation of institutional conditions and an economic mechanism for the reproduction of environmental capital, as an economic system for maintaining environmental balance, increasing the stimulating function of environmental control, etc. Practical significance. The results of the study form a theoretical-methodological and scientific-practical basis for creating and maintaining a positive ecological image of the region; communication, coordination, management and control of significant for the region socio-ecological-economic initiatives and ideas.

ДЕТЕРМІНАНТИ СИСТЕМИ ОХОРОНИ ЗДОРОВ’Я В ПРОБЛЕМАТИЦІ ЗБАЛАНСОВАНОГО РОЗВИТКУ

The issue focuses on the health care system as a key element of the structure of the sustainable development economy. The first stage of the study was to determine the factors and initial conditions for building an effective health care system in Ukraine. It is argued that the initial conditions for building the effective health care system in countries vary widely and are characterized by varying strengths of challenges and threats. It is concluded that Ukraine’s economic development is largely determined by global determinants along with national ones, among them the most influential are: capital, success and effectiveness of structural reforms, effective changes in industrial policy, transformations in public consumption, investment-innovation and technological policy, institutional development infrastructure of small and medium business. The systemic problems of the domestic economy and the health care system have been identified. The planned financing of health care elements for 2021 has been analyzed and its weaknesses have been identified. Emphasis is placed on the contradictions between the priorities of the state budget and its coverage. The problem of potential sources of expansion of general expenses is considered. The basic elements that are necessary for the development of the health care system of Ukraine in modern conditions have been identified. The content of economic, ecological and social components of the transformation of the health care system, which are realized through the active participation of the state, private sector and society in the development of the medical sphere of the country, is revealed. The environmental component in the aspect of health care is revealed through crisis determinants that qualitatively change the indicators of health system efficiency. A set of determinants of health care functioning on a global scale is described, among which economic, political, ecological threats, educational crisis; threats of global terrorism are singled out. The basic requirements to the health care system are defined and substantiated on the basis of the analysis of the health care market of Ukraine, the analysis of the purposes of the health care system functioning and the purposes of sustainable development in Ukraine. The content of the basic requirements for the health care system, which corresponds to the formulated basic principles of the effective health care system, is revealed. The priorities for formulating the requirements for the health care system in the conditions of sustainable development of economic relations have been formulated.

МАРКЕТИНГОВІ КОМУНІКАЦІЇ ЯК ЧИННИК ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВА

It is determined that domestic enterprises of today are under constant competitive pressure, due to the growing uncertainty and variability of the marketing environment, the acceleration of STP, the evolution of society's needs. It is shown that marketing communications should reduce the impact of negative external and internal influences on the functioning of the business due to the ability to increase its competitive advantages and maintain their advantageous position in an unstable economy. It has been proven that an effective integrated marketing communication strategy is potentially important for the success of the organization, as it is able to provide future competitive advantage. It is substantiated that marketing communications are essential sources of existence of the economic system in general and the enterprise in particular. It is determined that at the present stage of development of economic relations in the world and in Ukraine the concept of integrated marketing communications is becoming popular. Recommendations for the formation of a generalized model of integrated marketing communications are given. It is shown that the scientific approach to the management of marketing communications has a positive effect on the development and effectiveness of decisions, so it is worth evaluating the effectiveness of integrated marketing communications. It is proved that the latest modern strategy of integrated communications management is based on planned management decisions in the field of optimization of integrated marketing communications, which demonstrate the image and reputation of the company in society. The expediency of introduction of the model of integrated marketing communications into the enterprise competitiveness management system is substantiated. Recommendations for the formation of a model of integrated marketing communications form a scientific and practical basis for conducting analytical and forecasting research in terms of substantiating the best ways to further increase the competitiveness of the enterprise in global and domestic markets.

ПРОГНОЗУВАННЯ ТРАЄКТОРІЇ НАЦІОНАЛЬНОГО ЕКОНОМІЧНОГО РОЗВИТКУ МЕТОДАМИ ГАРМОНІЙНОГО І СПЕКТРАЛЬНОГО АНАЛІЗУ

Improving of the methodological tools for the national economies behavior’s forecasting in the context of increasing the validity and analytical characteristics of state economic strategies in conditions of high volatility, lack of trend stability and non-stationary dynamics of external and internal socio-economic processes by implementing interdisciplinary methods of Fourier analysis and their adaptation to the specifics of the socio-economic systems’ functioning and development. Methodology. The forecasting’s targeting as an important independent stage in the process of analytical assessment of the balance of development is performed on the basis of structuring, division into stages, systematization, and grouping. Justification of the interdisciplinary approach for forecasting of national economic system’s development is carried out by methods of analysis and synthesis, comparison and practical testing. Establishment of the economic dynamics’ structural regularities and forecasting of a trajectory of national economy development are executed by harmonic and spectral analysis of the dynamic systems’ fluctuating processes. The results. The paper’s attention is focused on the specific features of macroeconomic dynamics’ time series as a basis for the forecasting of national economies development, namely their short duration, non-stationary, aperiodic, polyharmonic and their impact on the formation of adequate methodological support for forecasting. The possibility and efficiency of spectral and harmonic methods using for analysis oscillating processes of national economic system’s development are substantiated. A harmonic model of Ukraine's economic development’s trajectory during 1991-2020 is formed, which allowed to analyze the fluctuating component of the macroeconomic indicators’ dynamics on the basis of actual data that included all the initial information contained in the time series. By distinguishing economic cycles, their amplitude-frequency characteristics, the current phase of Ukrainian economy’s development is characterized. On the basis of the economic dynamics’ model, being used the indicator of annual GDP growth, forecasting is executed and short-term, average-term and long-term tendencies Ukraine’s economy’s development are established. Scientific novelty. The extending of theoretical and methodological tools for forecasting of main trends in national economies, based on harmonic and spectral analysis, is allowed to form a structural approach to the analysis of economic dynamics in the context of selection of its decisive harmonics and basing on their characteristics to make conclusions about the current level and projected national economic systems’ development. Practical significance. The adapted and regulated procedure of harmonic and spectral analysis of socio-economic systems’ oscillating processes became the basis for forecasting the level, rates and proportions of national economic systems development.

АНАЛІЗ СТАНУ ТА НАПРЯМИ РОЗВИТКУ РИНКУ СТРАХОВИХ ПОСЛУГ В УКРАЇНІ

Determining the current state of the insurance market in Ukraine and identifying promising areas for its development. Analysis of the current state of the insurance market is based on methods of analysis and synthesis, induction and deduction. The study of prospects for the development of the insurance services market is based on the methodology of scientific abstraction. The current state of the insurance market is taken into consideration and the dynamics of its development are analyzed. It was found that the current state of the domestic insurance market in its institutional and functional characteristics does not fully meet the trends of the global insurance market. It is substantiated that the functioning of a powerful market of insurance services is an important source of accumulation of funds for their further investment in the state economy. Emphasis is placed on systematizing the function of the insurance services market. The analysis of the main indicators of the insurance services market is carried out. It is established that the indicators of the insurance services market development are insufficient and do not meet the needs of the national economy. The reasons for the decrease in the number of insurance companies in the insurance services market of Ukraine are revealed. insurance companies with foreign capital. It is determined that the reasons for the low level of insurance propagation are the low level of public confidence in insurance companies, lack of awareness of Ukrainians in the insurance sector, and their low capital. The result of the analysis of the state of the insurance services market for 2014-2019 indicates that in general its unsatisfactory condition, which is confirmed by low values of indicators. Reduced number of insurance companies operating in the insurance market, the lack of a unified state strategy for the development of the insurance market in the country, the instability of the economic situation in the country and low confidence in insurers among the population negatively affect the development of the insurance market in Ukraine. The main problems of the insurance services market of Ukraine and prospects of its development were determined. The need to develop an effective and comprehensive strategy at the state level for the development of the national market of insurance services and suggested ways to solve the problems of the modern market of insurance services in Ukraine. Practical significance. The tendencies of development of the market of insurance services of Ukraine are made

ТЕОРЕТИЧНИЙ БАЗІС ФОРМУВАННЯ СИСТЕМИ УПРАВЛІННЯ ПЕРСОНАЛОМ МЕДИЧНОГО ЗАКЛАДУ

In modern market economy, among the variety of problems associated with the normal and efficient development of enterprises and organizations, one of the main problem is the personnel management. In the near future, the best development will be achieved by those organizations that focus on human resources and their management. Data shows that strategic personnel management in the current context of health care reform will increase the competitiveness of medical institutions. The paper analyzes the state of staffing in the healthcare sector. It was determined that there is a tendency to reduce medical facilities, and the outflow of highly qualified personnel to other sectors of the economy. Thus, since 1990, the number of hospitals has decreased by 43.5%, from 3.6 thousand to 1.1 thousand. Due to this, the number of hospital beds per 10,000 population decreased at the end of 2017, the number of beds decreased by 53.9%. The analysis revealed that in Ukraine there is a problem of layoffs. It is established that in the period from 1990 to 2017 there was a decrease in the number of paramedics in the health care system by a total of 32.1 people per 10,000 population, which is 27.3% of the total number of paramedics in 1990. Research shows that the movement of health workers depends on the movement of labor migration from districts to large cities, and is common in all countries, but in Ukraine there is a tendency to reduce the average number of medical staff at a faster rate than the reduction of doctors. This is due to difficult economic conditions in the country. The analysis of the personnel potential of health care institutions of Ukraine was carried out, which determined a significant reduction of medical staff, especially in the part of paramedical staff. It decreased by 27.3% of the total number of paramedics in 1990. It is determined that the main factors reducing the human resources of health care institutions of Ukraine are the inadequacy of staff training to modern requirements in the field of health care, insufficient material and social security of staff. An effective system of personnel management of a medical institution has been developed, which is based on the formation of human resources and the effective use of the personnel of the medical institution, which includes an analysis of the labor potential of the medical worker; planning and selection of staff depending on the demand for medical services of the institution; development of rules for hiring staff in accordance with labor legislation; application of methods of adaptation of medical staff; application of a transparent method of personnel certification. The characteristics of the functioning of the health care sector, which influence the formation of the personnel management system of medical institutions, have been identified. Directions for improving the personnel management system of medical institutions have been identified, which will ensure high quality of medical services with sufficient material security of medical institution staff and promote the retention of highly qualified personnel in medical institutions, which in turn will increase the efficiency of the health care system as a whole.

МАРКЕТИНГ ТЕРИТОРІЙ В СИСТЕМІ УПРАВЛІННЯ СОЦІАЛЬНО-ЕКОНОМІЧНИМ РОЗВИТКОМ ГРОМАДИ

Purpose. Research of the concept of marketing of territories and the features of the use of marketing tools and technologies by local governments in the field of social and economic development of territorial community in modern economic conditions. Method. The analysis of theoretical foundations and practical use of marketing of territories in activity of territorial communities is based on methods of theoretical generalization, grouping and concretization. Results. Attention is payed to the introduction and the use of marketing of territories in the activities of territorial communities, and qualitative changes at the current stage of decentralization of power and resources are indicated. It is substantiated that the use of effective management tools, primarily through the use of marketing approaches, namely marketing and branding of territories will help to improving the welfare of the population, infrastructure development, providing quality services, attracting investment and qualified personnel, forming and promoting own brand, their self-identity and will contribute to the economic development of the community, the region and the country as a whole. The application of marketing of territories and branding by territorial communities of Donetsk region is analyzed. According to the results of the study, it is proposed to use simple and low-budget tools for marketing and branding of territories, as well as to involve all stakeholders of the territory (population, business structures, local governments) who are interested in competitiveness and attractiveness of a certain territorial community. Scientific novelty. The place of marketing of territories in activity of territorial communities in the context of management of social and economic development is defined. Practical significance. The results of the study form a scientific and practical basis for the use of marketing of territories in the activities of territorial communities in modern economic conditions, as well as the creation of an optimal and effective model of territorial community management.

ФОРМУВАННЯ ОРГАНІЗАЦІЙНО-УПРАВЛІНСЬКОГО МЕХАНІЗМУ ЗАБЕЗПЕЧЕННЯ НАУКОВО-ТЕХНІЧНОГО ТА ІННОВАЦІЙНОГО РОЗВИТКУ УКРАЇНИ НА ОСНОВІ ФУНКЦІОНАЛЬНОГО ПІДХОДУ

The article proposes an organizational and management mechanism for ensuring scientific, technical and innovative development of Ukraine through the principles of innovative management. In the proposed mechanism, the following structural elements are distinguished: the subject of management, the control object, management objectives, management criteria, elements of the control object, management resources, and management methods. With the help of the proposed mechanism, the goal of government management is defined, which is the formation of a strategy of scientific, technical and innovative development of Ukraine adapted to the national conditions, taking into account the problems of scientific and technological development at the levels of economy, the implementation of an effective management system, planning, forecasting and correction in its preparation and implementation. According to the established goal, the main tasks of the mechanism are distinguished. Determined, that the effectiveness of management can be assessed by examining the extent to which the government achieves the goal setting through a specific management mechanism. When the management objectives change, the management effectiveness criteria will change accordingly. If difficulties and contradictions arise during the formation of strategies within the framework of the described management mechanism, it is necessary to return to the adjustment of strategic goals and priorities of scientific, technical and innovative development of the country. A feature of the proposed mechanism is: decentralization of government powers to the places during the working out and implementation of strategic programs of scientific, technical and innovative development through the following actions: transfer relevant financial resources to the local management; to improve the processes of organization, management, planning, coordination and control of strategic scientific, technical and innovation activities, and realization of tasks at all levels; to introduce an effective mechanism for coordinating the actions of central and local government and executive authorities; to carry out constant updating of directions of strategic scientific, technical and innovative activity of the country depending on actually received results of action on indicators of scientific, technical and innovative development of the country.

ENSURING THE INNOVATIVE COMPETITIVENESS OF THE ENTERPRISE ON THE BASIS OF SUSTAINABILITY

It was noted that the complexity of approaches to addressing the issues of achieving innovative competitiveness of the enterprise on the basis of sustainability. Scientists have raised a number of issues related to the active implementation of the achievements of STP (scientific and technological progress) in the processes of production and consumption. But due to the complexity and dynamism of the studied phenomena, the theoretical and practical aspects disclosed earlier are not universal enough. This concerns the separate representation of the place of ecological, economic and social components of sustainable development. Based on the above, the aim of the article is to substantiate the theoretical basis of innovative competitiveness of the enterprise biosphere as the mainstream of the world economy. The obtained results of the research allow to assert the necessity to introduce the provisions of the concept of sustainable development into the model of management of innovative competitiveness of the enterprise. The main idea should be the provisions for the implementation of sustainable development tools to market mechanisms that cover the behavior of producers and consumers. The synergy of interests of producers and consumers will intensify the economic development of the enterprise, increase its competitiveness. Taking into account the manifestations of such basic mainstream sustainable development as the combination of environmental, social and environmental goals of economic activity will build an ideal model of financial support for innovative competitiveness of the enterprise. Such a model can be considered quite promising, because it is expected to achieve a balance of interests between producers and consumers, between the ways of development of society and the economy with their natural capabilities to ensure further progress. It is proved that mentioned sustainable and environmental friendly business methods for ensuring the innovative competitiveness of the enterprise on the basis of sustainability are not only better for our eco-system but they can also create a unique competitive advantage for companies. In this case the investment could pay off. Since our eco-system is very important for us humans it is logical to give our best to pave our way to a green economy.