Anatolii Mazaraki

The global pandemic caused a crisis in the Ukrainian cinema industry. Some entities were closed, but the biggest market players were able to concentrate their efforts on interacting with visitors through social networks, public attention, frequent press mentions and discussions of influencers as synergies of communication policy tools.
The purpose of the paper is to make proposals for improving the communication policy of cinema chains under new challenges. Based on a system analysis and indices of activity in social media of ten key Ukrainian cinema chains during the COVID-19 period, the main trends of their behavior and vision of development were determined. Changes were detected in the product strategy. To increase the effectiveness of communication policy, a focus should be on enhanced communications with consumers, especially through the implementation of a content-plan for publications on Facebook and Instagram, including facts from the lives of actors or filmmaking process, uniting followers around the filming theme, interacting, etc. Based on the above, the proposals are made to strengthen communication policy: activating posting frequency, generating more interesting content, and focusing on engaging with the followers. It turned out that such changes affect the key quality efficiency of social media marketing in two cinema chains. Such events rebuild the online community of moviegoers, which fosters loyalty and increases in visitors in the post-pandemic period. In this context, the implementation of online cinema in cooperation with distributors will contribute to formatting an online platform aimed at attracting a larger number of consumers, regardless of external circumstances.

The economic security of any company depends on its solvency and financial stability. It is also affected by uneven economic development due to the global financial crises, the impact of the COVID-19 pandemic, increased competition from industrial and commercial companies, and military conflicts. Thus, it is necessary to assess the stability of companies as a basis for their economic security, taking into account the indicators of solvency and financial stability. The paper used systematization, comparative analysis, ranking, expert interview (in-depth interview), and Fishburne’s method. First, the scheme of ensuring the financial stability and solvency of production and trading companies is proposed. Second, the evaluation indicators system is developed, and the rating scale of stability of production and trading companies is determined. According to the results, evaluation indicators were formed; some were calculated according to companies’ financial statements and management accounting. Finally, to increase the efficiency of technical and economic parameters, areas for regulating the activities of companies and ensuring their stability were identified. According to an in-depth interview with experts, the sampled company received 69 points and corresponded to a sufficient level of stability. Factors that negatively affected the stability of companies’ activities include quality indicators, namely compliance with standards, company image, digitalization, compliance with corporate culture, and personnel management policy.

The development and implementation of regional tourism development programs in Ukraine require the formation of the information environment for ranking the tourist systems of Ukraine’s regions according to the attractiveness of their investment potential, which determines the purpose of this study. The methods of economic analysis and rating modeling were used to rank regional tourism systems according to their investment potential by determining the integral indicator of the economic and tourist resources of each region. Accordingly, economic indicators are chosen to provide the regions with financial, labor, and production resources; tourism indicators include supply and demand for tourism services, availability of tourism resources, tourism efficiency, as well as tourism accommodation. According to the results of rating and grouping, three groups of regions were formed: the first (the priority in terms of investment potential of the tourist system has the value of the integrated indicator from 72.0 to 94.8); the second (values from 40.2 to 71.0, reflecting the average level of investment potential); and the third (values from 25.0 to 40.1 for regions with low investment potential). The rating of regional tourist systems reflects the development level of their potential; it is an indicator of the effectiveness of its management and information base necessary for management decisions of potential investors. The asymmetry of investment potential of regional tourism systems causes an imbalance in their competitiveness, so implementing regional and national programs will help intensifying their use and equalizing regions’ development.

Acknowledgment
The paper reflects the research results within the study carried out in 2021–2024 at the State University of Trade and Economics at the request of the Ministry of Education and Science of Ukraine “Digital Transformation of Trade, Economic and Tourist Systems of Ukraine,” state registration number 0117U000503, and “Forecasting the impact of the tourist system on the country’s economy,” state registration number 0122U001559.