The pace and scale of the digitalization of today's global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed "tree of goals," the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC "Ukrzaliznytsia") was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.
The concept of social media marketing, its main tools and opportunities for using the company to communicate with clients and receive feedback are considered. The necessity of using social media marketing company has been determined, 48 % of consumers increase desire to buy a product of a brand that reacts sensitively to its customers in social media. The rating of the most popular social networks of the world is made. The state of social media marketing in Ukraine, tools of its application is investigated. The most used sites in Ukraine are considered and it is found that the first places in the rating are social networks. Three of the top five most popular sites are social networks. The rating of the most popular social networks in Ukraine is built. It is revealed that for Ukraine, social media marketing is relatively new, since it appeared only a few years ago, but today it has become quite powerful. Recently, there have been even special agencies that provide SMM services to companies. Despite the fact that SMM is only beginning to develop actively in Ukraine, it is worth noting how fast it develops and at what high level it is now. The number of users of social networks is increasing every minute both in the world and in Ukraine, further forecasts predict an even greater increase in interest in social networks in the future. It is revealed that in Ukraine the most popular social network is Facebook (in June 2017, Facebook reached 51.96 %). Based on the data on the use of social networks by online users, a forecast is made for the development of the five most popular social networks in Ukraine including Facebook, VKontake, YouTube, Instagram, Odnoklassniki. Based on the forecast it is defined that the number of users of such social networks as VKontakte and Odnoklassniki will decrease with time, and Youtube, Facebook, and Instagram will grow steadily.
Purpose. Recently, foreign economic activity in Ukraine has gradually shifted towards the European Union (EU). The EU’s special interest in the potential of Ukraine’s transit transport lies in the geographical position of the country, which is located on the main routes of international freight traffic. The article aims to study the status and development opportunities in the field of transit freight transport of the Ukrainian railway joint-stock company (JSC Ukrzaliznytsya) within the framework of European integration. Methodology. The article presents the analysis of the activity of the JSC Ukrzaliznytsya in the field of transit freight transport for the period of 2005-2017 and outlines the strategic prospects for its development as a significant transit route considering the conditions of European integration. The methodology included theoretical and practical research using statistical methods; methods of comparative analysis; ABC analysis method; and taxonomic method. Results. The JSC Ukrzaliznytsya was analysed to determine the status of its activity in the field of transit freight transportation for 2005-2017. A structural-dynamic analysis was made to estimate cargo volumes transported by railway enterprises and related revenues. 18 types of cargo were identified using the ABC analysis method based on two indicators, namely, “volumes of transportation” and “revenues from cargo transit”. Also, taxonomic indicators of the level of system development were considered and revenues from cargo transit for the analysed period were estimated. Finally, recommendations were proposed regarding the development of a joint-stock company as a strategic cargo transporter under the conditions of European integration with Ukraine. Practical implications (if applicable). The results of the conducted research and performed calculations confirmed the need to refocus the management activity of the JSC Ukrzaliznytsya in the field of cargo transit towards strategically important cargoes, which have the largest share in the structure of financial results. This will enable the company to achieve its leading role as a strategic transit carrier of the European Union in the near future.
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