СИСТЕМА МАРКЕТИНГОВИХ КОМУНІКАЦІЙ В ПОРТОВОМУ МЕНЕДЖМЕНТІ

Abstract

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.