MECHANISM OF TRANSFORMATION OF PRODUCTION AND MARKETING SYSTEM OF AGRO-INDUSTRIAL COMPLEX OF THE REPUBLIC OF BELARUS IN THE CONTEXT OF DIGITAL ECONOMY

Transformation of the national business system of the Republic of Belarus in the digital economy expands the capabilities of business entities in the field of production and sales. As part of sustainable economic development, the agroindustrial complex (AIC) is designed not only to create the necessary reserves of food products and agricultural raw materials to increase the level of food supply, but also to ensure their effective promotion to the domestic and foreign markets, taking into account consumer demand. At the same time, as world experience shows, as digitalization process management tools are introduced, there is a need to transform the production and marketing system (PMS) of AIC of the Republic of Belarus based on scientifically based approaches to building new configurations. The paper defines the essence, patterns and principles of formation of the modern PMS, which made it possible, taking into account international practice, to highlight the features of the organization and management of distribution channels for agricultural products in conditions of digital economy. Analysis of the PMS functioning and the market infrastructure of AIC in the Republic of Belarus has been carried out, and the level of digital development of agricultural organizations has been assessed based on an integral indicator that includes indices of growth of intangible assets, cost of fixed assets, added value and reduction of labor intensity of the main types of products. In addition, a mechanism has been developed to improve the organization of production and the system for managing product distribution channels based on digitalization, including the concept of creating wholesale distribution centers (WDC) to expand economic interaction between entities based on public-and-private partnerships. Practical implementation of the obtained results will contribute to formation of new supply chains, development of digital and analytical platforms, changes in trade models, ensuring transformation of internal relationships between entities of the PMS of AIC and diversification of product distribution channels through electronic trading platforms, WDCs, and marketplaces.