Recently, the transition to a knowledge-based economy and information society has become increasingly dynamic, and the countries that have succeeded in mastering digitalization demonstrate economic success in the international arena and attracting attention as countries capable of meeting modern globalization challenges. This updates the study of digitalization in order to take advantage of it, minimize its risks and improve the country's position in the global environment. The article analyzes the development trends and volume of the digital economy in Ukraine, identifies obstacles to its development and substantiates the directions of creating competitive advantages of the country in modern conditions. The need for the introduction of innovative technologies has been identified, which becomes crucial for the continued existence of the country's economy, which emphasizes the need to change the principles of functioning of the economic system. The conclusion on expediency of increase of personnel, intellectual and technological advantages, formation of a flexible regulatory base for introduction of digital technologies in all spheres of life is made.

MECHANISM OF INDUSTRIAL ENTERPRISE INTELLECTUAL CAPITAL MANAGEMENT PROTECTION protection of intellectual capital should be understood the set of purposeful sequential corrective actions of management influence of subjects of protection of intellectual capital, which transform objects of such protection by means of controls (goals, tasks, functions, principles, methods, resources) in desired state. The following components of the mechanism of management of protection of intellectual capital of industrial enterprise are offered: organizational, motivational, marketing components. It is noted that the components of the industrial enterprise intellectual property protection management mechanism are closely interconnected and form a single integrity. The organizational component of the mechanism for managing the protection of intellectual capital, according to the authors, is a heterogeneous system, consisting of different, but corresponding to each other resource and organizational subsystems. In this case, the resource subsystem is an object of protection (intellectual capital), and organizational-separate structural divisions of the organization (departments, groups of specialists, individual specialists, fulfilling functional duties of permanent or long-term nature, or temporary creative teams that perform functions short-lived, operational), as well as the methods and tools used to accomplish individual tasks. The marketing component of an industrial enterprise intellectual property protection management mechanism defines the process of developing and implementing a set of measures to achieve its purpose and make appropriate changes to ensure and maintain the desired position of the enterprise in the market, as well as improve customer relationships. Within the motivational component of the mechanism for managing the protection of intellectual capital of an industrial enterprise, a model for evaluating the feasibility of outsourcing the intellectual capital of an industrial enterprise is proposed Ключові слова: інтелектуальний капітал, механізм управління, захист, управління інтелектуальним капіталом, захист інтелектуального капіталу.

The main approaches to optimizing the competitive advantages of economic entities of Ukraine in the context of the implementation of the main provisions of the concept of sustainable development, taking into account the criterion of environmental efficiency, are considered. Producers of environmental innovations should take into account the impact of environmental pressures and negative environmental impacts when assessing their chances of market success. There are radical environmental innovations that have no direct analogues. For this type of innovation in the analysis of demand and assessment of market prospects are advised to consider the following factors: a critical consumer of capital, critical suitability of the product, the critical minimum level of income, the critical level of risk, and the critical amount of free time consumer. The speed of overcoming these barriers affects the time required to introduce environmental innovations to the market, start generating demand, and increase sales. For the formation of the domestic market of environmentally friendly products, it is necessary to create an adapted regulatory framework to stimulate producers and create a competitive environment. The mechanism for developing a strategy for the development of economic entities for the production of environmentally friendly goods is presented. The strategy is presented as a generalizing model of the actions necessary to achieve the goal. It is advisable to carry out strategic actions according to a certain algorithm, which is a logical sequence. The procedure for certification of environmentally friendly products and the algorithm of this process based on the criterion of environmental efficiency of production systems are proposed. Certification allows you to get complete and reliable information about the production of environmentally friendly goods at all stages, gives consumers a guarantee of compliance with the norms and standards that confirm the environmental purity of products. Objective comprehensive identification of the needs of the main consumer groups gradually forms the basis for the functioning of the market of environmentally friendly products. The diagnostic approach to its formation should be used in combination with the optimization approach, which is implemented through the formation and implementation of an appropriate strategy, the development of the legislative framework, the structure and infrastructure of the market.

The article reveals the main stages of experimental work using the digital method of collecting, processing and analyzing information obtained during the educational process with students. Updating the forms, methods and means of interaction of subjects in the designed educational environment; development of a system of activities implemented in the process of educational and extracurricular activities of the institute of curation in order to adapt students to the educational environment of professional training; development of a mechanism for involving future specialists in conscious professional and personal development; implementation of a comprehensive program for designing an individual educational route; pedagogical support of students' entry into professional pedagogical activity by means of practice-oriented methods and technologies of coaching; formation of readiness to perform the functions of the designer of the educational environment, which have been tested according to the proposed digital experimental method, are effective and can be used in the practice of a pedagogical institution of higher education.