Цифровий потенціал маркетингового управління розвитком залізничного транспорту
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Date
2022
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ТОВ «ДКС Центр», Дніпро
Abstract
UKR: В статті встановлено, що цифровізація невпинно впливає на особливості господарювання залізничного транспорту, який відповідно до імператив розвитку світової економіки змушений перебудовувати свою діяльність у всіх сферах, але насамперед у сфері маркетингового управління. Аналіз та узагальнення тенденцій розвитку вітчизняної та світової економіки дозволив дійти висновку щодо ключової ролі цифрового потенціалу маркетингового управління в сучасних умовах господарювання залізничного транспорту. Визначено основні три етапи становлення концепції формування цифрового потенціалу маркетингового управління розвитком залізничного транспорту. Відповідно до зміни ключових позицій концепції змінювались й її складові. Наразі концепція формування цифрового потенціалу маркетингового управління розвитком залізничного транспорту ґрунтується на п’яти ключових складових: інформаційна, маркетингова, управлінська, організаційна, інноваційна.
ENG: The article establishes that the modern imperatives of the development of the world economy provide for the end-to-end digital transformation of all stages of product value creation, as well as the further integration of the enterprise's digital environment together with counterparties (existing in the value chain) into a single "digital ecosystem". Studies show that the development of digital technologies requires the transformation of the business model even in traditional industries, and the railway industry is no exception. It has been proven that digitalization constantly affects the peculiarities of the management of railway transport, which, in accordance with the imperatives of the development of the world economy, is forced to restructure its activities in all areas, but primarily in the field of marketing management. The analysis and generalization of modern trends made it possible to reach a conclusion about the key role of the digital potential of marketing management in the modern conditions of railway transport management. The main three stages of the formation of the concept of the formation of the digital potential of marketing management of the development of railway transport are defined. The modern concept aims to ensure the quality of management decisions, and also focuses on the creation of the most effective management system due to the constant formation, implementation and application of information and digital technologies for the own needs of railway transport and other business entities, ensuring information security, development of organizational measures, full customer orientation. In accordance with the change in the key positions of the concept, its components also changed. Currently, the concept of forming the digital potential of marketing management of the development of railway transport is based on five key components: information (creation of a modern information-integrated environment), marketing (expansion of the area and tools of influence on external and internal consumers), management (increasing the speed and effectiveness of management functions ), organizational (improvement of the system of organization of management functions), innovative (activation of innovative activities).
ENG: The article establishes that the modern imperatives of the development of the world economy provide for the end-to-end digital transformation of all stages of product value creation, as well as the further integration of the enterprise's digital environment together with counterparties (existing in the value chain) into a single "digital ecosystem". Studies show that the development of digital technologies requires the transformation of the business model even in traditional industries, and the railway industry is no exception. It has been proven that digitalization constantly affects the peculiarities of the management of railway transport, which, in accordance with the imperatives of the development of the world economy, is forced to restructure its activities in all areas, but primarily in the field of marketing management. The analysis and generalization of modern trends made it possible to reach a conclusion about the key role of the digital potential of marketing management in the modern conditions of railway transport management. The main three stages of the formation of the concept of the formation of the digital potential of marketing management of the development of railway transport are defined. The modern concept aims to ensure the quality of management decisions, and also focuses on the creation of the most effective management system due to the constant formation, implementation and application of information and digital technologies for the own needs of railway transport and other business entities, ensuring information security, development of organizational measures, full customer orientation. In accordance with the change in the key positions of the concept, its components also changed. Currently, the concept of forming the digital potential of marketing management of the development of railway transport is based on five key components: information (creation of a modern information-integrated environment), marketing (expansion of the area and tools of influence on external and internal consumers), management (increasing the speed and effectiveness of management functions ), organizational (improvement of the system of organization of management functions), innovative (activation of innovative activities).
Description
В. Задоя: ORCID 0000-0001-9408-4978
Keywords
цифровізація, потенціал, цифровий потенціал, маркетингове управління, залізничний транспорт, інформація, організація, інновація, digitalization, potential, digital potential, marketing management, railway transport, information, organization, innovation, КЕМ
Citation
Задоя В. О. Цифровий потенціал маркетингового управління розвитком залізничного транспорту. Ефективна економіка. 2022. № 11. DOI: 10.32702/2307-2105.2022.11.