ALGORITHM OF COMMUNICATIVE POLICY DEVELOPMENT IN CRISIS CONDITIONS

This article is devoted to the problem of formation and management of communication policy in the restaurant business. The urgency of the problem is due to the fact that the restaurant industry, as one of the most adaptable in the national economic system, reacted quickly to the global trend of digitalization, which significantly affected the technological transformation of the restaurant business and updated new theoretical research. The purpose of the article is to carry out a thorough theoretical and methodological analysis of the use and interpretation of categories of research problems, systematization and generalization of scientific provisions, conceptual norms for the formation of communication policy of enterprises as an important factor of business value. The results of the analysis of the modern market of restaurant services have singled out the peculiarities of the functional purpose of communication policy, the problems of its management in crisis conditions. It was found that the problem of the specifics of communicative interaction of restaurant enterprises requires the search and development of new forms, approaches, channels of communication and communication with consumers, which will contribute to the improvement of communication systems. Based on the results of a comprehensive analysis, it became expedient to form an algorithm for developing a communication policy with a scientific basis and practice-oriented focus. The algorithm takes into account the expansion of the list of channels and is based on certain functional purposes of communication policy: social-communicative unifying, educational (educational), economic production, promotion (promotion), evaluation- forecasting and management-strategic. The study highlighted the growing relevance of the problem of communication in crisis, insufficient implementation of the latest scientific developments in the restaurant business to form an effective communication policy and highlighted the need for further research due to a number of special factors of restaurant business that significantly affect business efficiency, enterprise processes.