MARKETING INNOVATION ACTIVITY OF URBAN PUBLIC TRANSPORT: RESULTS OF THE EMPIRICAL STUDYThe problem of finding efficient models of managing the innovation activities of urban public transport providers is relevant in the recognition of innovation as the main principle of the strategy of economic and social development of Ukraine. The purpose of the study is to identify the ways to improve the marketing innovation management process of urban public transport service providers in the regional centers of Ukraine. The purpose has determined the need to solve such problems as to identify the degree of marketing orientation of urban public transport providers of the regional centers of Ukraine; identify problems and outline ways to improve the management of marketing activities of subjects of the national network of the urban public transportation. In January-March 2018, the authors initiated a study on the current state of urban public transport in regional Ukrainian cities. Following this, the requests for public information were submitted in accordance with the Law of Ukraine "On Access to Public Information" to all city councils of Ukraine's regions except temporarily occupied territories. The article analyses the quantitative and qualitative state of the fleet of vehicles, the requirements and the state of their observance by carriers, the level of fares, and the state of information provision of passengers of urban public transport in the regional cities in Ukraine. Empirical data obtained in the course of the study confirmed the appropriateness of the development of customer orientation of urban public transport service providers in terms of improving the quality of the fleet of vehicles (increase of the share of ecological transport and renewal of the fleet of vehicles); strengthening the control of city councils for the quality of services provided by carriers; intensification of cooperation of the city councils with representatives of the civil society within the framework of the Law of Ukraine "On Access to Public Information"; increase in the number of smart stops.
Monitoring the growing role of implementing sustainable development goals, on the one hand, and the use of the Internet of things in various spheres of life, on the other, is changing the way people think about their mobility. The urgency of this scientific problem is the need to review municipal policies on approaches to the use of appropriate methods of public transport to improve municipal transport infrastructure policies in the light of advances in «green» energy development. This article justifies the need to focus on the study of changes in the Ukrainian taxi drivers’ behavior in the urban environment on the development of «green» energy, development of appropriate programs to coordinate the requests of users and providers of taxi services through sustainable development and digitization of taxi services. In addition, the impact of sustainable energy development on transport diversification and the use of environmental modes of transport, in particular, electric cars as taxis, are analyzed, depending on the number of charging stations and access to electricity. The methodological tools used were cluster analysis, expert surveys, face-to-face interviews, statistical and fuzzy multiple estimation methods. The subject of the study was selected taxi services and taxi users in the Ternopil region. According to the survey results, the priority factors for the environmental behavior of Ukrainian taxi drivers were the level of business automation and the size of the taxi fleet. In a survey conducted by experts to examine the environmental safety of vehicles and the level of automation of enterprises, most taxi services were found to be environmentally unsound, focusing on sustainable development and environmental issues. The most problematic are technical support, automated ordering system, and significant vehicle wear in small cities. To determine the approaches to the management of greening, the objects of study were organized into relatively homogeneous groups. To this end, a cluster analysis was conducted. The study subjects were grouped into relatively homogeneous groups. The authors justified the feasibility of differentiated strategies and reaffirmed the idea of developing different approaches to environmental development depending on the level of environmental friendliness of vehicles, business automation, and relative shares of the fleet. The study results could be useful for infrastructure scientists and practitioners, taxi managers and owners, andlocal government officials.
Systematization literary sources and approaches for solving the problem of ecologists of «smart» city indicates that among factors that probably can affect the innovativeness of Ukrainian providers of urban public transport services have been used environmental factor, marketing expenses, financial potential, wear rate, level of quality of service, level of management skills, market share, tariff for passenger transportation. The purpose of the study is to identify the ways to improve the innovativeness of urban public transport service providers of the regional centres of Ukraine. The main aim of the research is to estimate the impact of several factor variables on the resulting attribute used multivariate regression analysis, which provided an adequate model. A significant contribution to the development of the theory and methodology of management of urban public transport enterprises were made by Nunes, Krasnyanskiy, Umpleby, Walters, Huang, Morchadze. The results of the evaluation of the innovativeness of Ukrainian providers of urban public transport services carried out based on the mathematical multifactor model are presented in the article. In January-March 2018, the authors initiated a study on the current state of urban public transport in regional Ukrainian cities. Methodological tools of the research were multivariate correlation-regression analysis and survey (the requests for public information were submitted by the Law of Ukraine «On Access to Public Information» to all city councils of Ukraine's regions except temporarily occupied territories). The study included a survey of 20 experts (marketers and experienced managers of transport companies) to determine weighting factors and the level of innovativeness through questionnaires. The expert evaluation was carried out using the marks method. The research has shown that the size of the innovativeness of providers of public transport services can be successfully interpreted through functional and statistical dependencies, which reflect the general and individual laws of the development of such entities using multi-factor mathematical models. The econometric model was tested for the adequacy with the Fisher criterion and the presence of autocorrelation. The research empirically confirms and theoretically proves thatsuch controllable factors are an environmental factor, financial potential, level of quality of service, level of management skills, the tariff for passenger transportation. The model can be used to predict the influence of controllable factors at the level of the innovativeness of providers of urban public transport services. The results of the research can be useful for scientific and practical workers, teachers, students of higher educational establishments. Keywords: econometric model, factors of innovativeness, innovativeness, urban transport, ecologists.
Such key innovations as renewable energy and electric transport are being broadly deployed in the world nowadays. Interest of the consumer market in electric vehicles has increased for the last 5 years. The article analyzes the market for electric vehicles from the point of view of marketing, since the analysis of sources that consider marketing of innovations shows that insufficient attention is paid to the issues of marketing activity and marketing tools in the market of electric vehicles. The purpose of the article is to explore the Ukrainian market for electric vehicles, identify the use of marketing tools and offer new ones which could be effective and relevant for the modern consumer market of Ukraine. Two types of marketing information, namely, primary and secondary data, have become the basis for the study. When collecting primary data, the main criterion for the selection of respondents was their age according to Generation Theory. Generation was identified as a population of people born in the span of 20 years. Thus, Generation X (over 40), Generation Y (20 to 40), Generation Z (up to 20) were covered in equal parts, accounting for 33.3% of the sample. The survey was conducted using the method of questioning with open and closed questions on the basis of confidentiality. Secondary data are based on empirical studies of market experts, professional community sites, and official statistics. Based on the results of the study, the authors have concluded that at present car companies that produce and sell electric transport do not conduct active marketing activities in the Ukrainian market and do not pay attention to marketing tools. As a consequence, many potential buyers are unaware of the benefits and capabilities of an electric vehicle and do not intend to purchase one. It is suggested to use differentiated marketing tools, based on the model of consumer behavior of generations. Along with the scientific value, the results of this study can be used by marketers of automobile companies to develop a profile of a potential buyer of an electric vehicle in Ukraine and formulate marketing plans aimed at definition and selection of marketing mix.
Introduction. Climate change, limitation of natural energy resources indicate the increasing role of ecological and energy security. The actual issue is the usage of ecological types of transport, improving the municipal transport management system. According to this, the article is devoted to research of innovative directions of development of municipal transport logistics based on sustainable development principles. Methods. The methodological basis of the research is the general scientific and economic-statistical methods: analysis, synthesis, statistical method – to investigate the international experience of reforming the transport system; inductions and deductions – to determine directions of development of municipal transport logistics of Ukraine; abstract-logical, economic-mathematical programming – to evaluate the conditions of the using ecological and energy efficient approaches to providing innovative development of the transport system in cities. Results. The article investigates the international experience of reforming the transport system on the basis of municipal ecology and development of «smart» cities. In the context of the using ecological and energy efficient approaches to reforming municipal transport logistics, public transport, the topical issue is the development of algorithms for implementing the Internet of things and artificial intelligence into the transport system. The priority directions of innovative development of municipal transport logistics in Ukraine are the digitization of processes of traffic management, diversification of ecological and energy efficient types of transport, forming partnerships between energy service companies and transport service providers. The article evaluates the conditions of the using ecological and energy efficient approaches to providing innovative development of the transport system in cities. This process is aimed at optimization of the usage of ecological types of transport, highlighting common priorities of the transport logistics development. The modeling of relationship between the usage of ecological types of transport and the level of emissions of harmful substances into the atmosphere is considered. For the purpose of innovative development of municipal transport logistics on the principles of municipal ecology and energy efficiency, the improvement of bicycle infrastructure in cities, the development of partnerships between energy service companies and public transport service providers are proposed. Discussion. The prospect of further research is to develop a model for optimizing the management of ecological and energy efficient transport in cities, developing partnerships between energy service companies and public transport service providers.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.