CURRENT TRENDS AND PROSPECTS OF SHARING ECONOMY

The sharing economy or collaborative economy is a new social economical system, the idea of which is based on the shared usage and shared access to resources, goods and services. Moreover, sharing economy includes their creation, production, distribution, trade and consumption by various people and organizations. The article highlights the problem of regulating the sharing economy, in particular, taxation, labor payment by sharing services and allocation of responsibilities between the participants of the sharing agreement and the platform. The markets of the USA, Europe and China were selected for analyzing current trends of the sharing economy`s development in the world. It is known that rent of apartments and transport are two the most developed areas of sharing. At the same time, the media and entertainment is the most credible sector among all other sharing services. During the research the features and advantages of the sharing economy were revealed, which are: access to a wider and better range of goods and services, reduction of their prices, the ability to earn additional income, saving time through automated rental processes, broadening the outlook and exchanging of experience, saving resources and protecting the environment. It is known that sharing companies are serious competitors of traditional service providers, because of using three models of business development at the same time – leadership strategy by expenditures, strategy of differentiation and focus strategy. Furthermore, the factors of dynamic development of sharing in the world were identified, the main of which is the rapid spread and usage of information technologies, as well as the growth of the world's population, increasing income inequality, the frequency of global financial, environmental and social crises, and increasing the cost`s volatility of natural resources. It is predicted further development and growth of sharing economy, which in 2025 will be comparable to the traditional economy in terms of total revenue. Based on this analysis, the trends of further development of the collaborative economy were justified – consolidation sharing platforms into large online sharing systems, changing the way of consumption, opening up new possibilities for business development and the emergence of new business projects, overcoming corruption, shift in awareness and the level of trust to sharing services, tougher competition and the increased role of the state as a regulator of sharing processes.