The article presents the results of expert surveys conducted by international organizations as a method of empirical research to identify current problems, features and trends of customer-oriented logistics services to consumers in the context of digital space. The statistical analysis of the indicators characterizing the level of use of information and communication technologies at management of mutual relations with consumers at the Ukrainian enterprises is executed. The key barriers that hinder the digital transformation of the logistics service have been identified, which are conditionally classified into 6 groups: trading, transport, marketing, information, organizational and financial and economic. The content structure of CRM-system implementation as a customer relationship management tool is proposed. The expediency of the complex approach application to digital transformation of consumers logistic service on the basis of customer orientation is substantiated and the formula of an estimation of synergetic effect from its realization is offered.
The cluster model is an effective tool for ensuring the effective development of national economies and the transformation of the innovative ecosystems of European countries. This is determined by the goals of the cluster approach. In most European countries, cluster structures are recognized as the most effective means of implementing regional policies that promote balanced sustainable development of regions based on the use of local conditions, resources and competitive advantages. World practice testifies to the intensification of the processes of formation of cluster associations of organizations in recent decades. Currently, about 50% of the economies of developed countries are covered by the processes of creation and functioning of clusters. The purpose of the article is the analysis and synthesis of the European experience in the development of cluster structures to develop recommendations for the possible use of clustering the national economy as an effective tool for sustainable development of European countries in Ukraine. Methodology. The theoretical and methodological basis of the study are the provisions of institutional theory, in particular the paradigm of evolutionary development, clustering theory, the concept of strategic and logistical management, enterprise development management. In the process of research the following general scientific methods were used: analysis and synthesis (for the analysis of scientific schools of development of cluster theories, generalization of existing theoretical approaches and provisions, scientific developments on the problems of managing the development of cluster structures, clarification of terminological apparatus); classification and systematic approach (to systematize the conceptual approaches to defining the concepts of "cluster", "clustering", to identify industry-specific development of cluster structures in Europe); comparison and structural-logical generalization (to determine the features of the European practice of clusters and the possibility of its use in Ukraine). Results. The study revealed the sectoral focus of cluster structures in European countries. The features of the implementation of cluster policy and the key objectives of support for the development of cluster structures in a number of EU countries were identified. It is proved that the clusterization of the national economy, cluster policies and initiatives in the last decade have become important elements of strategies and concepts of innovative and sustainable development of European countries. Based on the analysis and synthesis of sectoral trends in the creation of cluster structures in European countries, it was found that the national characteristics of existing cluster policy determine the direction of cluster initiatives; strategic cluster alternatives are determined by national characteristics and the adopted cluster concept; to assess the feasibility of the cluster strategy of development of the territory it is necessary to correlate the level of investment potential and investment activity; methodological principles of formation of a national cluster strategy need to be refined and clarified, taking into account the current challenges. Practical implications. On the basis of summarizing the best European experience, it was found that to increase the competitiveness of the national and regional economy it is necessary to create cluster structures as effective forms of partnership. But as a result of the study, it was found that the current legislation of Ukraine does not pay proper attention to the formation and functioning of clusters. This requires changes and additions to the Concept of creating clusters in Ukraine, the Regional Development Strategy until 2027 and action plans for their implementation in 2021-2023 years to create cluster structures as a business entity. It is advisable to develop and approve the Concept of cluster policy and the Target Program "The formation and development of cluster formations in the regions of Ukraine for 2021-2023 years", which should provide for the creation of clusters as a special type of associations of enterprises in different fields of activity and taking into account regional characteristics. Value/originality. The author's approach to improving the regulatory support for the development of cluster associations in Ukraine, taking into account the best European practices was formulated.
Modern business conditions require the implementation of the financial support mechanism for the transformation of transport and logistics systems using non-traditional sources of funding, including "green" investments. The key instruments of "green" financing for transport infrastructure modernization, which are effectively used in different countries, include: "green" bonds, "green" loans, grants, guarantees, technical assistance, money of "green" investment funds. This paper is devoted to the analyzes of the dynamics of environmental indicators of the regional logistics system taking as an example the economic region "Polissya". On this basis, modern environmental problems of the district's logistics system have been identified. An analysis of the development of world markets for "green" bonds, "green" loans and sustainable investment assets is made. Peculiarities and characteristic features of "green" financing instruments for the development of logistics systems of different levels are considered. As a result of the research it is established that in the Ukrainian realities it is expedient to apply the advanced international experience of realization of the "green" financing of infrastructure projects mechanism in economic areas. This will successfully transform regional logistics systems in the context of the green economy and achieve sustainable development of transport infrastructure.
УДК 005:658 JEL: D11; L20; M10; М31 КЛИЕНТООРИЕНТИРОВАННОСТЬ: ОСНОВНЫЕ ПОДХОДЫ К ОПРЕДЕЛЕНИЮ 2019 ТРУШКИНА Н. В., РЫНКЕВИЧ Н. С.УДК 005:658 JEL: D11; L20; M10; М31 Трушкина Н. В., Рынкевич Н. С. Клиентоориентированность: основные подходы к определению В статье выявлены ключевые предпосылки становления и исследована эволюция развития концепции клиентоориентированности. Установлено, что большинство исследователей клиентоориентированность отождествляют с такими понятиями, как: клиентоцентричность, ориентация на клиента, рыночная ориентация, лояльность клиента, клиентоориентированный подход, управление взаимоотношениями с клиентами, ценность, культура обслуживания, удовлетворение потребностей и спроса клиентов в целом, удовлетворение конкретных запросов конкретного потребителя. Научные подходы к формулированию термина «клиентоориентированность» условно систематизированы по классификационным группам: стратегия или парадигма (современная философия управления предприятием; стратегия или парадигма ведения бизнеса; парадигма управления; концепция управления предприятием; характеристика бизнеса; стратегическое направление деятельности предприятия); инструмент (набор инструментов качественного логистического обслуживания; инструмент управления взаимоотношениями с клиентами); маркетинговая концепция (приоритет маркетинговой стратегии предприятия; концепция маркетинга взаимоотношений; маркетинговая деятельность); подход к управлению взаимоотношениями с клиентами (оценка лояльности клиента; клиентский опыт; степень соответствия организации ожиданиям потребителей; результат усилий); составляющая организационной культуры (ключевая компетенция предприятия; способность компании; умение; часть организационной культуры, набор убеждений). На основе теоретического обобщения существующих научных разработок по понятийному аппарату предложена авторская трактовка термина «клиентоориентированность» как инструмента трансформации системы управления взаимоотношениями с потребителями, а также эффективной формы партнерского взаимодействия предприятия с потребителями в контексте концепции маркетинга взаимоотношений. Ключевые слова: клиентоориентированность, теоретические подходы, систематизация, управление взаимоотношениями с потребителями, трансформация, цифровое пространство, составляющие эффекта.
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