The article examines the essence of the categories «life balance» and «wheel of life» in the tools of self-examination and self-awareness of those areas that can be improved to improve the quality of a person's life. The structure of the «Wheel of Life Balance» is shown, in particular the following sectors are highlighted: health and physical activity; relationships and family; finances; recreation, leisure; friends, environment; social projects; personal development; work, business. The main components that should be evaluated when conducting an audit in these sectors are presented. It is shown that the trends of world development and the priorities of modern man are: striving for a healthy lifestyle and active longevity; participation in environmental and social initiatives, volunteering; finding a balance between work and personal life; strengthening the role of Internet technologies, active use of social networks; focus on value-based business and referral marketing; personal development, branding, networking and communication skills; the desire to be part of the community, to be modern, to have an interesting environment, self-realization. It is shown that the «Wheel of Life Balance» fully corresponds with these trends. The examples prove that behavioral economics can be useful in the formation of an appropriate architecture of decisions, that is, the formation of a context or circumstances in which a person will gravitate towards decisions that are more rational from the point of view of the long-term perspective. Behavioral economics offers a toolkit of gentle nudges towards more rational human behavior, including in terms of preserving one's health, which leads, for example, to active longevity. A detailed analysis of the concepts of social activity, activism, and volunteerism is given, and emphasis is placed on the differences between these phenomena of social life. The importance of environmental initiatives, which are aimed at transforming the structure of consumption and, in general, the principles of functioning of certain industries or areas of activity, is shown. It has been demonstrated that business today and, in the future, must be based on values and be socially responsible.

It is substantiated in the article that behavioural economics makes it possible one to move away from the idealized perception of a person as a completely rational decision-making subject who possesses all the information about the object; is able to form a clear hierarchy of own priorities, which is determined by the balance between benefits and costs; stable in his preferences and not susceptible to emotional influences. For this, it is necessary to take into account cognitive biases, systematic errors of thinking and the possibilities of their avoidance, which is actually what behavioural economics works with. The concepts of “choice architecture”, “nudging” and “libertarian paternalism” are considered. In its most general terms, choice architecture is the design of the environment in which people make decisions. By changing the decision-making environment, you can change the decision itself. Nudging is one of the strategies of behavioural economics, aimed at the behavior of subjects exclusively by changing the environment and context, that is, pushing tools are able to emphasize economic incentives and gently guide a person to optimal decisions without depriving him/her of a choice. It is shown that the toolkit of nudging began to be actively used in state policy to strengthen the effectiveness of regulatory actions, however, it was not limited to it, but rather quickly spread to other areas – environmental protection, health, the insurance and pension system, entrepreneurship, etc. Examples of the practical application of choice architecture and nudging tools in the field of state regulation, ecological use of resources, and personal choice are given. The focus is on the fact that imposing restrictions on options for action or directly implementing regulatory instruments can achieve the desired results, however, such influence on behaviour change is prescriptive rather than liberating. Nudging tools are able to emphasize economic incentives and gently guide a person to more rational decisions. The main needs are identifies for the satisfaction of which prompting and creating of an architecture of choice are effective and appropriate, for example, stimulating self-control or increasing the level of awareness of the need to take action.

The development of marketing strategies based on temporal and spatial student’s distribution is extremely important in order to win a niche in the market of educational services. The object of the study is information about the place of origin of the Henan Institute of Science and Technology students in 2016 and 2020. The data used are provided by the Office of Academic Affairs of Henan Institute of Science and Technology, which selects identity data of students admitted and registered at the university in 2016 and 2020. The temporal and spatial distribution and spatial aggregation characteristics of the student enrolments are analyzed, as well as factors affecting the quality of the student flows, such as geographic location, total number of students per year, and publicity. The paper uses spatial data analysis (ESDA), which determines the spatial weight between districts. Global Moran’s I index was used for spatial analysis. The analysis carried out on the example of Henan province showed that the number of graduates in each city in a given year directly affects the number of university entrants (in 2020, the largest number of school graduates was recorded in the cities of Zhoukou and Nanyang, which had the highest number of university entrants). The spatial arrangement of colleges and universities is identified as the main factor influencing the recruitment of students of each educational institution. The choice of colleges and universities by applicants and their parents in China is also determined by proximity to large cities, convenient transportation, and employment opportunities. It has been established that advertising educational services of universities is also an additional factor in their popularization and attraction of students. The important achievements and characteristics of the school should be highly summarized to ensure that all the information on the school brand is spread in the whole domain in a comprehensive manner. Different media should be selected for different students from different places. Attention should be paid to the use of new media such as WeChat, Micro-blog, Tiktok etc. Also, a significant role should be given to interpersonal communication and mobilization of the enthusiasm of graduates to increase the popularity of a particular educational institution. Colleges and universities should reflect on themselves, correct in time, and actively establish a complete, effective, and dynamic evaluation mechanism for marketing, to improve marketing strategies, including through surveys of graduates, students, parents and other stakeholders of higher education.

Маркович І, Струтинська І. Методологічні основи дослідження національної економіки з позицій системного аналізу [Електронний ресурс] / Ірина Маркович*, Ірина Струтинська // Соціально-економічні проблеми і держава.-2019.-Вип. 1 (20).-С. 14-21.-Режим доступу до журн.

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