Under the conditions of the development of market relations, the insurance protection of agricultural producers plays an essential role in the economic stabilization of their development. Insurance can be one of the most effective tools for managing production, market and legal risks, but agricultural insurance is not well developed in the country. The purpose of the article is to study the current state and prospects for further development of the Ukrainian agrarian insurance system, based on developing the strategy of development of the latter with maximum consideration of needs and interests of all its participants.General scientific methods of scientific knowledge and research of economic phenomena are used for the achievement of the goal set in the article, such as the abstract-logical method, comparison method, monographic method, tabular method, graphical and scientific generalization.The article investigates features of the present state and general tendencies of functioning of the Ukrainian agrarian insurance system and outlines general features and prospects of further development of the latter, which are based on development of the strategy of system development with maximum consideration of needs and interests of all its participants. A set of principles is defined on which the strategy of development of the Ukrainian agricultural insurance system should be based and their further functioning in the format of the model of private-public partnership is proposed within the framework of the developed strategy. This represents a balance between public-private partnerships. The results of the study can be used for further scientific developments in this direction. The implementation of the measures proposed in the framework of the strategy for the development of the Ukrainian agrarian insurance system through the effective use of state resources and maximum use of the agrarian market and the insurance market should ensure stability of both agricultural production in general and income of the rural population in particular. This is a prerequisite for stable economic growth of the country and an increase in the welfare of its citizens.

Introduction. An analysis of available statistical information gives grounds to assert that the right of a significant number of Ukrainian citizens to adequate and affordable food is systematically violated. We mean those people who are in the state of constant food insecurity due to excessive costs required to purchase food. The problem of food security of the population, and thus food safety, has deep social background. Food insecurity, viewed as a lack of food safety, is inextricably linked with another equally pressing problem which is poverty. The purpose of the research is to find evidence that excessive costs that Ukrainian households spend on purchasing food (objectively as well as in comparison with the other countries) is an obvious sign that they are in a state of food insecurity and to conduct a critical analysis of the official boundary value indicator of affordability of food as a key condition of food security of Ukraine. Results and Conclusion. Poverty is the root cause of malnutrition and hunger. According to the methodology developed by the United Nations, about 78% of the population in Ukraine was below the line of poverty in the second half of 2016. The poverty of the Ukrainian population automatically generates the problem of food affordability: the value of the affordability of products indicator did not fall below 50% in the period from 1999 to 2016 (except for 2008). The 60% regulatory limit of the value of the affordability of products indicator is unreasonably high. This is confirmed by the comparative analysis of the practical experience of food security of the population and the methodology for determining the threshold of food affordability in other countries and international organisations.

Creation of a strong agricultural insurance market in Ukraine as an effective resource and instrument to strengthen the agrarian sector of economy from the point of view of minimizing the risks affecting the commercial performance is one of the key stages in the development of the Ukrainian insurance protection system in the agrarian sector of economy. At the same time, the Ukrainian agricultural market is still in the stage of formation and develops randomly, with no well-defined development strategy and proper state support. The aim of the paper is to assess the current trends in the operation of the Ukrainian agricultural insurance market. The authors study the peculiarities of the formation, the current stage of functioning and further development of the agricultural insurance market in Ukraine. The results of the study reveal the principle of the structural formation and functional characteristics of the agricultural insurance market services in Ukraine – its mono-component was discovered – in view of the fact that it is represented only by the system of insurance of agricultural crops and perennial plantings (with the domination of field crops) and the optional functioning of the latter – one third of the market forms formal compulsory insurance in the context of state finance programs for farmers. The authors summarize the complex of reasons that keep the development of the Ukrainian agricultural insurance market grown and systematize its peculiarities that are typical for this stage of the agrarian sector development. Researchers note the sufficient development of agricultural insurance market tooling in Ukraine at this stage – the market uses a sufficient set of insurance products that according to their qualitative characteristics meet international standards in terms of both classical and parametric insurance schemes. Thus, the conducted research allowed to form the directions for the development of the agricultural insurance market in Ukraine. The key one among them was its further institutional development within the framework of private-public partnership, which is proved by positive international experience and stimulate interests’ unity of this market participants.

A systematic analysis of the volumes of fish and seafood production in Ukraine and European countries is conducted, the issue of the ratio of import and export of fishery products in Ukraine is highlighted. It is shown that the fish and seafood market of Ukraine is far from being saturated, but also even from the minimum satisfaction of the domestic needs of the country’s population. The average annual consumption of fish and seafood in Ukraine is much lower than the world average. The main supply of fishery products in the domestic market is provided by imported supplies, which is about 75% of domestic consumption. The expediency of using the European experience, in particular regarding the use of the principles of the Common Fisheries Policy, is outlined.

The article analyzes key factors of introduction and realization of digital marketing technologies into economic activity of business entities. The relevance of research is determined by the fact that in the modern world digital technologies are one of the decisive factors of successful promotion in practically any sphere of economy, entrepreneurship and business. It has been established that marketing in the field of entrepreneurial activity will experience the greatest transformation under the influence of processes of digitalization. It is pointed out that at present time, the development of the latest technologies has led to the emergence of an innovative type of marketing activity – digital marketing. It is noted that digital technologies transform the functions of marketing activity of entrepreneurial entities, providing new possibilities of personalization and individual configuration of marketing programs. The basic prerequisites that determine the possibility and necessity of technological development of marketing policy of entrepreneurial structures in the digital environment have been identified. Key trends of economic activity of entrepreneurial entities that needs to introduce digital marketing technologies are identified. Factors of development of marketing digital technologies have been established. The marketing policy tools and technological solutions, the exploitation of which, will improve marketing activity of entrepreneurial subjects, are specified. The advantages of using digital marketing technologies by entrepreneurial entities are outlined. It is stated that digital marketing technologies are used for the purpose of coordination of efforts of the entrepreneurial entity to achieve strategic and operational goals. The exploitation of digital marketing technologies involves taking into account market requirements and ensuring interaction with clients and business partners through the transfer of information about goods and services, as well as receiving, processing and analysis of marketing information. It is summarized that the application of marketing digital technologies in economic activity of the entrepreneurial entities will provide them with growth of sales of products and services inside the country and will facilitate access to international markets.