Аналіз конкурентних переваг підприємства в умовах інформаційної економіки

Abstract

У статті здійснено ретроспективний аналіз науково-методичних підходів до формування конкурентних переваг підприємств. Проаналізовано класифікацію методів здійснення оцінки конкурентоспроможності та конкурентних переваг підприємств, визначено основні переваги з урахуванням особливостей дійсних умов інфо-рмаційної економіки. Досліджено вплив джерел інформації, що використовуються в процесі здійснення аналізу конкурентоспроможності, визначено їх характеристики та недоліки. За результатами досліджень обґрунто-вано необхідність та перспективи використання інформаційної складової для здійснення оцінки та формуван-ня конкурентних переваг підприємств, а також напрями її застосування. Ключові слова: конкурентні переваги, методи оцінки конкурентних переваг, інформаційні конкурентні переваги.

Due to the development of the information econo-my it is necessary to assess the information competitive advantages of enterprises with a view to improving their management. The unresolved part of the problem is the study of the information competitive advantage of the companies in Internet environment and its influ-ence on the formation of the company's competitive-ness. The article provides a retrospective analysis of the scientific and methodological approaches to the devel-opment of competitive advantages of enterprises. It analyzes the classification of methods for assessing competitiveness and competitive advantages of the enterprises and determines the basic advantages while taking into account the features of the existing condi-tions of the information economy. The influence of information sources that are used in the analysis of the competitiveness of enterprises is studied and their characteristics and limitations are defined in the article. Based on the research findings there is the necessity and prospects of using an infor-mation component for the evaluation and formation of competitive advantages of the enterprises, as well as the direction of its usage. Various sources of information are used for con-ducting analysis of competitiveness and competitive advantages of the company. Some of the methods of analysis use the information from financial and statisti-cal reports of the companies, others are based on esti-mates of experts, the third group uses the information obtained by monitoring the market situation, and the fourth group of methods uses the information collected from surveys. We suggest to use the information from the Internet as well as classical sources of information for conducting analysis of competitiveness and com-petitive advantages of companies. This is particularly true for the analysis of information competitive ad-vantages of the enterprises whose value is underesti-mated in terms of electronic business and information economy. On the basis of monitoring information for deter-mining the competitive advantages of information in an electronic environment, enterprises can simultaneously carry out SWOT analysis of competitive advantages, identify the key success factors in the electronic busi-ness environment and use the method of benchmarking to improve their own competitive positions. The analy-sis of the competitive advantages of the external e-resources is essential for the selection of partners for further collaboration, the analysis of company’s own resources is necessary for managing its own infor-mation competitive advantages and the competitiveness of the enterprise as a whole. Keywords: competitive advantages, methods for evaluating competitive advantages, information com-petitive advantages.