ORGANIZATIONAL CONTEXT OF ENSURING EFFICIENCY OF MARKETING MANAGEMENT IN INNOVATIVE DEVELOPMENT OF RAILWAY TRANSPORT

Abstract

The current stage of development of railway transport necessitates the integration of innovative technologies to ensure the competitiveness and efficiency of the industry’s enterprises. The relevance of the problem is due to the growing need to improve marketing strategies that promote the introduction of new technologies and optimise management processes. The purpose of the study is to develop a concept of marketing management of innovative development of railway transport, and the object is the system of management of innovative activities of railway sector enterprises. We applied a comprehensive approach, including analysis of market trends, customer segmentation, forecasting of technological development and functional analysis of management processes. The methodological basis of the study is based on a systematic analysis of statistical data, mathematical models and expert assessments, which allowed us to obtain an objective characterisation of the impact of innovative solutions on the economic performance of enterprises. The main obstacles to the innovative development Ukrainian railway transport enterprises have been identified, in particular, the lack funds for the implementation of innovations, the loss scientific research potential and the ineffectiveness the system for stimulating the innovative development of railway transport enterprises. Since the improvement competitive advantages and recognition of market opportunities requires the generation information from various market operators, the expediency implementing the concept marketing management the innovative development railway transport is argued. It has been found that the marketing management innovative development ensures the system integration the complete innovation cycle based on the forecasting technological development and future needs of consumers for the creation innovations and their distribution on the market. The tasks and principles the concept marketing management innovative development of enterprises are revealed, its functions are established, namely coordination, planning, controlling, stimulating, prognostic, communication, informational, organizational, research, practical. In order to increase the effectiveness innovative activities, it is proposed to form a competence-marketing agency for the innovative development of railway transport, the structure which includes analytical, educational-knowledge, communication-coordinating and project sectors.