ПРОДЮСЕРСЬКА ДІЯЛЬНІСТЬ У РИНКОВИХ УМОВАХ: ОСОБЛИВОСТІ ТА ШЛЯХИ ОПТИМІЗАЦІЇ
PRODUCTION ACTIVITIES IN MARKET CONDITIONS: SPECIFICS AND WAYS OF OPTIMIZATION

Summary/Abstract: The purpose of the article is to substantiate the theoretical provisions of the peculiarities of the production of cultural and artistic products in the modern art space. The research methodology is based on the principles of a logical approach. Comparative and interdisciplinary approaches are applied. The scientific novelty lies in identifying the main factors that determine the effectiveness of production activities, actualize and stimulate scientific discourse regarding methods of managing the cultural sphere, reveal the features and ways of optimizing the creation, proposal, and production of precisely those projects that demonstrate significant advantages of the producer over competitors, stimulate the creation in Ukraine, a reduced market for cultural services. Conclusion. Deep and comprehensive modernization of the art sphere requires the search for new approaches to optimizing content production. The optimization of production activities is focused on structuring the costs of the cultural and artistic project by deepening, expanding, and updating the professional knowledge, skills, and practical experience of the producer. It is determined that production activity is a multicomponent process in which financial, technical, legal, and labor resources are involved. All these components, one way or another, are related to creativity. In order for a cultural and artistic project to be competitive, it is necessary to take into account the following factors: digitalization of the consumer audience; tastes of the consumer audience; content criticism.

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