The article deals with the problems of forming an effective system of marketing communications in port management as a concept that has a broader view of marketing activities than classical marketing. It was noted that in the current economic conditions the competitive position of the port depends not only on the volume of its products or turnover, but also on the perception of its activities by customers. In the article there are used such methods of scientific research as observation, analysis, systematization, forecasting. The analysis of the main researches and publications on questions of marketing communications is carried out. The system of marketing communications of the commercial seaport has been defined and the main groups of stakeholders associated with the transport business, with state institutions, as well as with wide groups of society, have been identified. It is noted that the management of marketing communications is becoming one of the important functions of the port administration and a list of its actions to implement this function has been determined. Based on the fact that the management of seaports pursues a wide range of marketing goals, an integrated approach was proposed to form relationships with stakeholders and interested groups in the targeted segments of port activities with the development of recommendations for the implementation of specific marketing actions for the objects of these targeted segments. It is noted that the formation of an effective system of marketing communications and interactions between the port administration and the main stakeholders, can stimulate synergies and economies through the integrated use of resources and opportunities for marketing activities. Further directions of scientific research in the field of efficiency of using the potential of communication marketing tools in port management are determined. In particular, the necessity to use quantitative approaches to solving the problem of linking the optimization of marketing communications with increasing the efficiency of port management and its competitiveness.
Дослідження присвячено маркетинговому аналізу діяльності українських агропромислових підприємств під час війни, факторів та ризиків, що впливають на ефективність їх функціонування як запоруки нормального функціонування вітчизняної економіки, визначенню можливих рішень для подолання поточних проблем агровиробників, а також передбаченню стратегічних змін у їх діяльності. В статті доведено, що агропідприємства не швидко, але впевнено адаптувалися до нових воєнних умов функціонування. Найбільш негативний вплив був відчутним у таких аспектах: збільшення вартості логістики; обмежений доступ до фінансів; збільшення вартості засобів виробництва; неповернення ПДВ; курсова різниця; зменшення експорту. Для подолання поточних проблем агровиробників в коротко- та довгостроковій перспективі запропоновано диверсифікувати діяльність, якнайменше через вирощування різноманітної зернової та олійної продукції, що дозволить зменшити ризики перенасичення ринку і падіння цін. А також продовжувати створювати інфраструктурний запас (для зберігання та перевантаження зерна), будувати альтернативні канали збуту та налагоджувати власну експортну логістику, перш за все через порти Дунайського регіону.
A method of maintaining the competitiveness of vessels on the local freight market during the repair period JEL codes: R41, C01, C02Keywords: competition, freight market, fleet repair, shipping company, model of optimization Abstract.With the growing competition on local freight markets, organization and management of freight transportation and fleet operation are aimed at ensuring the competitiveness of shipping companies on relevant local freight markets and getting sufficient profit from the current market situation. There are several issues to be considered in this research: the problem of optimization of the process of vessel repair by using economic and mathematical models that would provide a shipping company within a free market, and full liberalization of the tramp shipping a sustainable position on the relevant local freight market that would contribute to obtaining the greatest possible profits by holding a particular cargo base and regular customers.
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