The aim of the article is to substantiate the theoretical and methodological support for the formation and implementation of the content strategy of a construction company.  The article considers the formation of content strategy, its place in the management of communications of the enterprise. The following methods were used in the course of the research: the method of statistical analysis (for the analysis of the tendency of the real estate market development of Ukraine); analysis, synthesis, logical and theoretical generalization – to specify the factors of supply and demand in the real estate market; graphical method, table method (to visualize the results of the study); method of calculating specific indicators of communicative activity (CPC (Cost Per Click), CPA (Cost Per Action), CTR (Click Through Rate)) for analysing trends in traffic to the company's website and identifying alternative sources of traffic. The specifics of developing a content strategy taking into account the peculiarities of the company's construction industry are shown. An analysis of trends in the real estate market of Ukraine is carried out based on official statistics. The dynamics of the volume of construction works is analysed, the housing price indices in Ukraine are determined and the factors of supply and demand in the real estate market are specified. The analysis of communicative efficiency of the web-system of the construction company is carried out, as a result of which, measures for improvement of management of its external communications by substantiation of variants of advancement on the Internet are developed. This is done by analysing trends in traffic to the company's website and identifying alternative sources of traffic. The developed measures will increase the efficiency of management of the construction company. The article proposed a procedure for analysing the web-system of a construction company based on attendance indicators and search activity, which allows identifying alternative sources of traffic and developing appropriate measures to manage communications of the enterprise in order to achieve their efficiency. The practical significance lies in the fact that the developed recommendations for the formation of the communication strategy of the construction company can be further used to intensify the promotion of the company's services in the real estate market and attract investment.

Зось-Кіор М.В. доктор економічних наук, доцент, професор кафедри менеджменту Полтавської державної аграрної академії Ільїн В.Ю. доктор економічних наук, професор, професор кафедри обліку і оподаткування Київського національного економічного університету імені Вадима Гетьмана Кривобік М.В. здобувач вищої освіти СВО «Магістр» Полтавської державної аграрної академії

The article aims to study the management of the innovative economy in the context of sustainable development within an institutional and matrix clusterization model in the context of adaptive human resource management, the digitalization of the agricultural and food sphere and adaptation to the COVID-19 pandemic. Methods. The following special methods of scientific cognition were used in the research process: historical-logical method; method of systematization, classification and theoretical generalization; method of institutional analysis; method of system analysis; method of logical analysis and synthesis; method of graphic analysis. Results. The evolution of the effect of collaboration and achievement of synergy within clusters under different types of economic systems has been determined. It is shown that in a post-industrial economy there is a very strong effect of intra-cluster collaboration, which is due to the dominance of a super competitive environment and mutually beneficial cooperation between government, business and science. The formation of institutional and matrix clusterization in the system of the innovation economy is proposed. It is shown that the effectiveness of institutional and matrix clusterization is ensured by a high degree of its stakeholder communicativeness. Practical contribution. The directions and ways of development of clustering of innovative entrepreneurship, combining the characteristics of effective network cooperation with the participation of large leading enterprises in the form of cluster models "wheel and spokes", "satellite" cluster, provide an opportunity to plan at the macro, meso and micro levels innovation clusters taking into account the strategic priorities of economic development. Prospects for further research. Technological, human, material and information exchange with the changing external environment is constantly taking place in the innovation cluster. Such environment is characterized by a set of economic entities with which innovation, material and information interchange (innovation, products, personnel, services, finance, marketing communications, etc.) takes place constantly. The main feature of institutional and matrix clusterization is the emergence of synergistic effect and, as a consequence, the formation of mutually beneficial cooperation in the network system.

The article presents a study of the innovative projects management for resource saving of agri-food enterprises on the basis of digitalization. Monographic, system analysis, economic-mathematical modeling and abstract-logical methods of economic research are used. The main results of the study can determine the proposed improved method of determining the economic efficiency of these projects by assessing the risk of each measure that is part of the project partly and as a whole. In this regard, the selection of measures for a particular innovative project on energy and resource saving taking into account digitalization should be based on determining the maximum economic efficiency and minimum risk of each of them; optimal, in terms of risk, the project structure is ensured through effective risk diversification, which consists of the selection of measures aimed at energy saving and diverse types of resources; Risk reduction should be ensured by the introduction of the effective management system of agri-food enterprises focused on the implementation of energy and resource saving projects based on digitalization. The scientific novelty is represented by the proposed system of energy and resource-saving innovation management at the agri-food enterprises on the basis of digitalization. The practical importance is presented by the proposed method of assessing the economic efficiency of innovative projects for energy and resource saving, which can be used in the process of integrated management of energy and resource-saving innovations based on digitalization in agri-food enterprises by implementing basic standards of resource management. The use of the proposed method of assessing the economic efficiency of innovative energy and resource conservation projects based on digitalization will quickly improve solutions in the process of integrated management of energy and resource-saving innovations in agri-food enterprises by implementing basic standards of resource management taking into account possible risks. Prospects for further research should be aimed at improving the management mechanism of agri-food enterprises, its focus on program-target planning and flexible organizational management structures that ensure the development of these entities in conditions of fierce competition and constant changes in the environment. Keywords: management, innovative projects, resource saving, agri-food enterprises, digitalization.

УДК 657.6 JEL Classification M42 Ільїн Валерій д.е.н., професор кафедри обліку, контролю та оподаткування агробізнесу ДВНЗ «Київський національний економічний університет ім.