СТРАТЕГІЧНЕ ПЛАНУВАННЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ДІДЖИТАЛІЗАЦІЇ ПІДПРИЄМСТВ АВТОМОБІЛЬНОГО ТРАНСПОРТУ

Abstract

The article emphasizes that in the modern world the process of digitalization has become an integral part of today, because without the use of reliable digital technologies in enterprises it is almost impossible to achieve a technological breakthrough, because digitalization provides a truly competitive advantage. The article emphasizes that in the modern world the process of digitalization has become an integral part of today, because without the use of reliable digital technologies in enterprises it is almost impossible to achieve a technological breakthrough, because digitalization provides a truly competitive advantage. One of the obstacles to the development of motor transport enterprises in Ukraine is the limited access of small businesses to digitalization technologies. The introduction of the innovative information programs of marketing support of strategic planning of subjects of the motor transport sphere, which for various reasons remain low effective, will allow increasing employment and rendering of specialized services and tax proceeds to the budget of the enterprise. To implement the digitalization of motor transport enterprises, it is advisable to use existing management practices, taking into account the specifics of the study area. The optimization of marketing activities through the introduction of digitalization shows a significant positive effect on the economy of the transport sector. The research methods used are the search of the available methodological and scientific literature with analysis of the found material, elucidation of causal relationships, systematization, and analysis of documentation and results of researchers on the problem of the study. Theoretical and practical value of the study lies in the availability of theoretical material on the study, eliminated among other things in the process of finding information on the topic, and in the systematization of the material of the research direction. The conducted research has a deeper degree of analysis of the research direction, based on previous research of scientists, authors of dissertations and researchers of the research direction. It is established in the article that in the conditions of digitalization of motor transport business, active development of the Internet resources, growth of transport service providers and consumers, emergence of new sales channels, only science-intensive, highly productive activity of motor transport can become the basis and the main condition of its competitiveness in domestic and international markets of logistics services.