Marketing and logistics approaches in developing the management strategy of passenger transportation by transport considering the experience of the European Union

Issue: №9/2, 2019

The article proposes the marketing and logistical approaches to the development of passenger transportation management strategy by transport to be carried out on the basis of the Comprehensive Program of their development. This program will allow to focus on the main areas of activity and stages of their development. It is proved that the basic in the complex strategic program should be the business block of scientific and technical development of each enterprise. It is necessary to develop this block on the basis of the data of marketing researches, with reference to all other business blocks. This is achieved by clearly fulfilling the overall goal of the advertising program and focusing on maximum performance when executed. The development of this program requires the creative use of unique decision-making methods and technologies. In the transport and other markets the one who carries out mass advertising wins, shifting the interest of consumers to their services, even when they are objectively no better than the goods and services of competitors. The results of the analysis of the assortment of our services and services provided by competitors, as well as the data on the level of prices for them and customer requests for a specific service are the basis for choosing a competitive strategy for any type of transport. It is advisable to start analyzing the range of services by evaluating how a particular service and a similar competitor's service are successfully sold? What is its share in the transport market, is it profitable for the company, what is the growth rate of its sales? Strategic passenger planning will increase the competitiveness of rail passenger traffic, maintain the position achieved in major segments of the transport market and increase the efficiency of transportation. Revenues and revenues from passenger traffic are known to be generated from two sources: direct transportation; additional services provided to passengers at stations and trains. Therefore, the search for ways and ways to increase revenue should be conducted in both directions, widely using the opportunities of logistic approaches as a component of successful production and commercial activity. References 1. Aksonov I.M. Marketing and logistics management in the field of transportation: tutorial / Kyiv: Osnova, 2012. 288 p. (in Ukrainian) 2. Aksonov I.M., Haba V.V., Sherepa K.M. Transport logistics: tutorial / ed. I.M. Aksonov. Kyiv, 2012. 202 p. (in Ukrainian) 3. Zaenchik L.G., Kostyuchenko L.M., Vorkut A.I. Logistics - transport technology: tutorial / ed. L.G. Zaenchik. Kyiv, 2000. 357 p. (in Russian) 4. Kulaiev Yu.F. Economy of railway transport: tutorial / Kyiv: «Feniks», 2012. 240 p. (in Ukrainian) 5. Kreynin A.V. Prices and pricing in transport: tutorial. Moscow: Znanie, 1969. 64 p. (in Russian)

Keywords : transport, logistics, marketing, the EU

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