The pace and scale of the digitalization of today's global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed "tree of goals," the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC "Ukrzaliznytsia") was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.

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The world is at the threshold of the fourth industrial revolution, which has already begun. It requires enterprises and even sectors to move toward Industry 4.0. Innovative systems (IS) play an important role in this process. In the article, the innovative systems in Industry 4.0 are considered to be complex systems whose components have a lot of tasks; in particular, to produce innovative policy; to provide the subjects of innovative activity with the necessary resources; to participate directly in the process of creation, commercialization, and the practical use of new knowledge; to implement integration approaches between these processes, etc. The complexity of the innovation system leads to the development of modern approaches to their modeling, as a tool for further designing, creating, and modifying real innovative systems of different levels of organization under the conditions of Industry 4.0. In the simulation of IS under the conditions of Industry 4.0, the description of the subsystems by a number of sets is proposed. The model is described by the graph of relationships, including the abstract level of the hierarchical model of IS, its elements, indicators and their values, functions, actions and operations, their states and efficiency, and the tree of goals. In order to make optimal solutions, using the mathematical apparatus of the theory of Markov chains to study the dynamic and static characteristics of the states of the IS is proposed. This approach can be widely used in the simulation, designing, development, and rebuilding of IS at different levels of an organization.

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