Market adaptation mechanism development of business models in digital economy conditions

The article considers approaches to the concept of business model of business activity, considers its modern content in the context of taking into account the peculiarities and using the advantages of the digital economy. An analytical review of business models currently used by domestic and foreign companies with the allocation of e-commerce and innovation models is made. It is proven that the improvement of existing business models or the creation of new ones should be carried out through the re-engineering of their business processes. The classification of business processes according to various classification features which can be used in the process of reengineering, is given. Reengineering as a method of radical redesign of the company's business model, taking into account the main trends in the development of modern economy and the signals of key stakeholders is characterized in detail. Based on the results of the research, a conceptual model of hybrid reengineering for market adaptation of business models of Russian enterprises to the conditions of market economy is developed. Promising directions of its improvement were identified for all the main structural elements forming its integrity and synergetic character.