Karas O. Marketing aspects of increasing of rail transport competitiveness

Abstract

Modern economic realities in Ukraine make new demands on the organization of rail transport. The decline in freight and passenger traffic, increased competition among the transport market participants require Ukrainian Railways search for new methods to attract and retain customers and increase the role of marketing in achieving competitiveness of rail transport. The aim of the article is to reveal the reserves for increasing the competitiveness of Ukrainian railways in the transport market by introducing an effective marketing strategy and policy. The article analyzes the state of the transport services market and the place of rail transport on it, the issue of enterprises competitiveness and the marketing impact on it. There is also proposed a set of marketing measures to improve the competitiveness of rail transport such as the construction of an integrated marketing-management system on railway transport, application of diversification marketing strategy based on the development of new businesses related to the main activity of the railways; organization of an effective information system, improvement of service; improvement of logistics technologies, tariff regulation, implementation of  effective communication policy  and so on