Current Trends in the Formation of a Competitive Business Environment in the Construction Industry

The article establishes that the domestic construction industry has been in a difficult economic situation in recent years, due to the destruction of the country's infrastructure and housing stock, a shortage of skilled labor, rising costs of construction materials, and limited access to financing. The results of the analysis of statistical data showed that after a systematic increase in construction volumes during 2010-2022, in 2022 there was a decline due to the fullscale invasion of Russia in Ukraine. Subsequently, in 2023 and 2024, the volume of construction increased, but did not reach the level of pre-war 2021. Despite all the difficulties that have arisen in the industry in the current period, it is an indisputable fact that it has prospects in terms of participation in the post-war recovery of the country. It is determined that the key criteria for financing post-war construction should be transparency and speed of project implementation. It is established that innovative technologies should play an important role in the development of the industry in the postwar period, which will reduce the cost of construction work and improve its quality. It is proved that the market value of construction can be increased through the use of environmentally friendly materials, energy saving technologies, and renewable energy sources. It is determined that the social responsibility of construction companies also affects their positive market assessment, in particular, this applies to the latter's active assistance to the Armed Forces, IDPs or com It is determined that under such conditions, marketing becomes a tool that allows attracting new customers, enhancing the image of a construction company and customer confidence in the brand. It has been established that the main areas of marketing expenditures of construction companies in recent years have been: digital marketing (SEO, contextual advertising, SMM), content marketing, traditional advertising, PR and image events. The priority channels for promoting construction products in the wartime period were digital promotion channels, primarily social networks, websites with interactive visualizations, chatbots with online housing tours, due to the unstable operation of traditional channels.