System management of e-commerce enterprises

Modern system management has in its arsenal a number of tools for effective design of enterprise management based on digital techno­logies and artificial intelligence. The synergy of management subsystems of e-commerce enter­pri­ses is able to ensure the formation of the effect of growth of business flexibility to changes in the external environment, optimize business proces­ses and positively influence the behavior of on­line buyers. The aim of the article is to determine the role of synergistic effects of the management system of e-commerce enterprises in the context of a circular business model. It is hypothesized that the synergistic effects of e-commerce enterprise management should be considered through its analysis as a circular internal system consisting of internal and external subsystems. The circular business model essence of the e-commerce enterprise is substantiated. Conce­ptual approaches to the content of synergistic management are defined. It is proposed to consider the system management as a circular self-reproducing system that has internal (technological core) and external (organiza­tional superstructure) subsystems. The content of synergistic effects according to the signs of their formation is disclosed. On the basis of a cross-approach to the core and superstructure subsystems, the products of their organic inte­rac­tion were identified. Through the introdu­ction of technologies based on artificial intelli­gence (AI) and through a combination with effective management technologies, such products are able to form synergistic effects that will lead to an improvement in the quality of value propositions, an increase in customer trust, and an increase in turnover and profits. It has been proven that the systematic approach to the e-commerce enterprise management is based on the synergistic interaction of external ele­ments (management of human resources, know­ledge, information technologies, financial and mone­tary relations) and internal elements (manage­ment of technical protection systems, data protection of customers, personnel, cont­rac­tors, website, and databases) subsystems. Deepening the scientific analysis of electronic commerce tools is of prac­tical importance for the develop­ment of strate­gically correct mana­gement deci­sions in view of diversification of risks of loss of market position, reduction of sales volu­mes and weakening of competitive advantages. Concep­tua­lization of the synergistic effects of the system management will improve the processes of analyzing the field of e-commerce at the macro- and mega-economic levels and forecasting the economic growth of the industry