MULTILEVEL MEASURES FOR STRATEGIC DEVELOPMENT OF ENTERPRISES IN THE SANATORIUM AND RESORT INDUSTRY IN THE CONTEXT OF ANTI-CRISIS MANAGEMENT

Abstract

A study of the levels of strategic management of sanatorium and resort enterprises was carried out. The main tasks and powers for the development of sanatorium and resort enterprises were determined in terms of state, corporate and organizational levels. The development of priority strategic directions for their development was carried out, taking into account modern challenges and trends in the industry. The sanatorium and resort complex was revealed as a complex open system and its interaction with the external environment. Through the prism of comparative analysis, key similarities and differences in the evolution of domestic health enterprises in the spatial and temporal dimension were established. Priority areas of development of the corporate (network) level of management of enterprises in the sanatorium and resort industry – PrJSC "Ukrprofozdorovnitsa" have been formed: modernization of services, marketing renewal, partnership development, large-scale rebranding (transition to a modern digital network model with flexible loyalty programs). It is substantiated that to strengthen partnership interaction, it is recommended to integrate into state and regional social improvement projects. An important step will be to establish direct links with the united territorial communities, veterans' organizations and charitable organizations to sign long-term contracts. In addition, investments should be stimulated through public-private partnership mechanisms, including joint asset reconstruction and profit-sharing models. It is determined that the fundamental vector of anti-crisis regulation in the sanatorium and resort sector should be a proactive strategy based on proactive response. The implementation of a management model focused on identifying "weak signals" allows for the implementation of preventive measures that strengthen the adaptability of the enterprise, form specific anti-crisis reserves and ensure the viability of the institution in conditions of high environmental turbulence. It was found that the key element of organizational and legal regulation of crisis situations in the sanatorium and resort sector is strengthening state guarantees for medical care. This involves the adoption of a package of regulations to launch the social health insurance system as the basis for anti-crisis resilience.