Strategies for Forming the Image of It-Enterprises in the Context of Information Economy Development

The article characterizes the development of the modern information economy, the specifics of the functioning of IT enterprises. An emphasis is made on taking into account the peculiarities of the development of the information economy in Ukraine. The author identifies the need to harmonize the interests of the state and business, which has a positive impact on the formation of a positive image of IT enterprises and stimulates their activity. The necessity of taking into account the progress of IT, digital transformations and structural changes in the IT sector as a whole, changes in the information economy in the strategic planning of IT enterprises is substantiated. The latest approaches to collecting and processing information from open sources of the global information market and space for the purpose of analyzing the competitive environment including social networks are outlined, which make it possible to accumulate and study experience that both positively and negatively affects the image and reduces its level in the ratings of the relevant assessments. It is noted that the modern conceptual vision of the national model of the Ukrainian information economy is based primarily on the processes of: development of the IT sector and its real scaling to the industrial, agricultural sectors and the military-industrial complex; formation of an innovative ecosystem of IT enterprises and the industrial sectors; expansion of specialization of IT enterprises in high technologies, intelligent solutions, introduction of automation and robotization of production and services; expansion of quantum computing technologies and introduction of cooperation with artificial intelligence; active continuation and systematic expansion of digital administrative services; etc. The types of strategies for forming the image of IT enterprises in the context of the development of the information economy are allocated and explained, namely: active-progressive, consistent, passive and inert strategies. The determinants of the formation and implementation of a long-term strategy for shaping the image of IT enterprises are outlined.