The trends in the urban passenger transportation industry development research and improvement of the marketing policy of HСЕ "Electrotrans"

Students Name: Melnychuk Kateryna Yaroslavivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: For the effective functioning of the enterprise in the market conditions it is necessary to establish regular collection of information. This task is performed at the enterprise through the creation of a marketing information system. One of the components of the marketing information system is the marketing research system. Marketing research involves collecting data, searching for sources of secondary information, choosing a research firm, developing a research methodology, determining the topic of the analytical approach and the form of data presentation [3, p. 5]. The results of marketing research are used not only by manufacturing enterprises, but also by trade and service organizations, individuals, relevant regional and national structures. This sets certain requirements for the methods of formation and filtering of marketing data in accordance with the objectives of the study [3, p. 5]. An important element of marketing is the system of service, which is one of the factors of increasing the consumer value of goods and provides a range of services related to the sale and operation of the consumer of the enterprise’s products in a competitive market [1, p. 181]. Very often all marketing functions can not be performed by the existing departments of the enterprise. Then there is a conscious need to create a specialized department to perform specific marketing functions: planning of marketing activities; market research; pricing; positioning of the enterprise and products; increase in sales and market share; development of new ideas and activities; analysis and control of marketing activities that require specialists specially trained in this area [2, p. 155]. A modern firm manages a complex system of marketing communications. It maintains communication with its intermediaries, consumers and various contact audiences. Consumers use oral communication in the form of rumors and rumors in their environment. And at the same time each group maintains communication feedback with all others [6, p.176]. To meet the needs of consumers in full, it is not enough to create a successful product and choose an effective pricing policy. It is necessary to bring this product to the end consumer and ensure its availability to the target market. To ensure the effective implementation of a product or service, the company must carry out a set of measures to ensure sales [4, p. 79]. Marketing in transport is usually called transport marketing, noting not so much the scope as the features that distinguish it from marketing of other types of services and marketing of industrial and consumer goods. These differences are determined by the peculiarities of "production and sale" of transport services (transportation) and the transport market in general. Transport marketing is a system of organization and management of transport enterprises, firms and companies based on a comprehensive study of the transport services market and consumer demand in order to create the best economic conditions for the sale of their products [5]. The market of transport services exists in unity with the commodity market and is one of its varieties that develop within the framework of the general laws of the market economy and are subject to these laws. However, it has a number of specific features that determine a special approach to business and marketing activities designed to meet the demand for services. The transport market is oligopolistic, i.e. it is represented by several types of transport and a large number of consumers of their services. In such markets, interaction rather than competition of different modes of transport is preferable. The high capital intensity of transport resources, especially permanent devices (railways, highways, pipelines, ports) and the inability to maneuver them flexibly in space and time limit the use of market mechanisms in the transport market, and the special importance of certain types of transport requires state regulation of this transport complex, taking into account national interests [5]. Study object – marketing policy of HCE "Electrotrans". Scope of research – theoretical and methodological foundations of marketing policy formation in the public transport market. Goal of research – is to analyze the marketing policy of HCE "Electrotrans" and find ways to improve it. Briefly put research result. HCE "Electrotrans" is the largest company in the city of Khmelnytskyi for intracity transportation of passengers by trolleybuses and buses. The company is also engaged in the provision of housing and communal services and catering services. The company has 2 depots, about 105 trolleybuses and 22 buses, 2 hostels and 1 catering facility. The company transports a large number of privileged categories of the population, only in 2021 the number of pensioners transported was 4 times more than customers who pay for the services provided to them. Given that the government does not compensate all the costs of privileged customers, the company operates at a loss every year. In 2021, the net loss amounted to UAH 13.355 million. The company’s unprofitability increases by about 4% every year. Khmelnytskyi’s public transport network is not dense compared to other Ukrainian cities, with 94% of the population living within 400 meters of a public transport stop. Trolleybuses are an old system but very efficient, carrying 45% of passengers in 2020. Buses are the second most popular mode of public transport, accounting for 32% of passenger traffic. The route system is relatively modern and carried 23% of passengers in 2020. In Khmelnytskyi, as in many other parts of Ukraine, a lack of resources for maintenance and investment in transport infrastructure results in poor quality of service and limited enforcement of traffic rules; environmental standards limit mobility; and strong market power of incumbent operators creates barriers to entry and inhibits competition. Keywords: marketing research, passenger transportation, single ticket, marketing department, Delphi method. References. 1. Boychuk I.V., Muzyka O.M. (2010) Internet in marketing: textbook. K.: Center of educational literature. 512 с. 2. Ivanova L.O., Semak B.B., Vovchanska O.M. (2018). Marketing of services: textbook. Lviv. 508 с. 3. Kosar NS, Mnykh OB, Krikavsky EV, Leonova S.V. (2018). Marketing research: textbook. Lviv. С. 281-288. 4. Krykavskyi E.V., Kosar N.S., Chubala A. (2012). Marketing policy of distribution: textbook. Lviv. 260 с. 5. Lavrova Y.V. (2012). Marketing. 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