The Big Data and digital platforms in art education play an important role, especially in the field of optimizing educational intelligence, determining the results of research and learning activities, helping to optimize and improve management systems, contributing to the quality of education, image positions. This is what determined the relevance of the problems investigated in the article. The paper presents a description and analysis of the benefits of implementation and features of the use of digital platforms and Big Data in the sector of art education. The article aims to establish the components and content components of Big Data and the educational role of digital platforms used in art education, as well as identifying the attitudes of participants in the educational process on the active use of Big Data and digital platforms. The methods in the study are based on a comprehensive approach, used descriptive methods, qualitative and quantitative methods of analysis. To obtain the data the method of questioning was used, the study of literature, data collection, and analysis, formation of conclusions.

The study aimed to identify Big Data components and the role of the digital platform used for art education. In addition, the aim can be considered a definition of participants' role in the educational process in a broad application of Big Data and digital platforms. In conducting the research, a comprehensive approach was actively used, as well as descriptive methods, qualitative and quantitative ways of monitoring. We used questionnaires to get the necessary information, studied the essential literary sources, collected and analyzed data, and summarized the results. After summarizing the information obtained, it became clear that the Big Data use and digital platforms for art education allowed the transfer of the classical educational process to digital media and created the necessary environment for intellectualizing the educational process. In the future, it is worth considering and searching for options on how to get rid of the gaps in the use of information technology for art education. Relevant issues can be viewed as the problems of security, confidentiality, ethical component, compatibility, data storage, and processing problems, and the acute experienced personnel shortage.

In order to build an effective system of providing educational services in the art direction, it is necessary to possess an assessment of the results of Big Data initial implementation. Previously conducted studies on the specifics of implementing digital platforms in the educational art space are incomplete and insufficient. Most universities of different countries introduce these systems independently, and, therefore, there are no methods and principles for implementing such measures in the educational process. The purpose of the present research is to assess the role of Big Data and digital platforms in improving the quality and efficiency of art education. An analysis of assessing the implementation and functioning of digital systems in the leading higher educational institutions of the art direction in Poland, the Czech Republic, and Ukraine was carried out. This made it possible to generalize the experience gained and identify the main trends of this process. This made it possible to generalize the experience gained and identify the main trends of this process. In particular, 70% of students have a positive attitude towards using digital platforms that allow them to expand their awareness and informativeness, and 73% note these platforms as a source of obtaining available information. This made it possible to generalize the experience gained and identify the main tendencies of this process. As a result, modelling of the concept of using Big Data in higher education in the art direction has been presented. The main methods and examples of using Big Data in art education have been defined and characterized. Prospective directions for further application and implementation of innovative digital systems have been indicated. The use of research results creates opportunities for more flexible expansion of existing digital systems and the formation of new directions for subsequent implementation in the educational process. The research pointed to the most significant problem of comprehensive using Big Data by students due to ignorance and lack of awareness of the potential of Big Data in terms of planning, forecasting behavioral actions both in the process of learning, and in future professional activities. Further development of the research topic should focus on the quantitative and qualitative assessment of existing systems and the formation of a detailed methodology for the introduction of the latest educational services in the art education system.

The purpose of the article is to develop a methodology of strategic analysis of enterprise competitiveness. The methodological basis of the research is the use of general scientific methods: the method of analysis and synthesis, theoretical generalization and comparison, and the means of modern computer technology for data visualization. The scientific novelty of the received results consists of developing a logical and linguistic methodology of competitiveness analysis in the long term. The article is devoted to the development of strategic analysis of the competitiveness of the enterprise. Relevance of research is caused by enterprises management in the modern markets that use innovations of products or technologies, constantly face competition, and according to its condition, should make decisions on strategic development in conformity with the country’s development market inquiries the society. Thus, the problem is not only for new companies but also for those that already function in the market and carry out planning of economic activity to become the market leader, not to lose leadership, to keep the positions. The given methodology can be used by any enterprise irrespective of the type of activity, form of ownership, or strategic goals. Conclusions. According to the study results, the methodology of strategic analysis, which is based on the study of potential internal development of the enterprise, taking into account the influence of external factors, which include macroeconomic factors of influence and market conditions. The basic approaches to the analysis of the competitiveness of the enterprise of foreign and domestic researchers are investigated in the article. The essential components of competitive advantages, which include price and non-price factors, are considered. Peculiarities of carrying out the analysis of the competitiveness of the enterprise after Porter are defined. The methodology of competitiveness analysis in the long term is developed. The main components of the strategic analysis are the estimation of activity scale in a long-term prospect, determination of strategic aims of the company, determination of aims of market coverage, selection of strategy type, selection of basic subjects of influence on competitive advantages, assessment of future relations with suppliers and buyers, assessment of cost price level, assessment of the quality of products and services and unique properties of products, formation of internal price policy. Key words: strategy, strategic analysis, competitiveness, competitive advantages.