ANTI-CRISIS MARKETING IN THE SYSTEM OF FORMING AIRPORT`S COMPETITIVE STRATEGY

Abstract

Goal. Research of anti-crisis marketing in the system of formation airport`s competitive strategy in the conditions of dynamic changes of the air transportations market. Method. To achieve this goal used a wide range of general and special methods of scientific knowledge: scientific abstraction, deduction, analysis and synthesis to determine the place of anti-crisis marketing in the system of formation airport`s competitive strategy. Results. The key factors influencing the formation of the airport 's competitive strategy are studied. The peculiarities of the airports` activity in different segments of the air transportation market are determined, indicating the need to give priority to the diversification of services before operating in certain market segments. The importance of having a developed infrastructure to ensure the competitiveness of services provided by a concrete airport is determined. The expediency of airports` cooperation with low-cost carriers in the context of forming a competitive strategy is determined. The importance of integrating the "experience" strategy into the overall competitive strategy of the airport in order to form a unique image is emphasized. It is established that it is impossible to develop a universal competitive strategy, which may be the use by airports of different forms of ownership due to a number of differences in the conditions of their activities. It is offered to structure means of anti-crisis marketing in relation to stages of anti-crisis management development. An algorithm for the use of anti-crisis marketing in the formation of an airport`s competitive strategy has been developed. Scientific novelty. The necessity of anti-crisis marketing algorithm development and application it in the formation of the airport`s competitive strategy for maintenance of intensification its exit from crisis situations and preservation of competitive advantages is theoretically substantiated. Practical significance. The formulated and proposed results and practical conclusions of the article are that the proposed algorithm of applying anti-crisis marketing in the formation of the airport`s competitive strategy can be adapted to analyze the operation of a particular airport in pre-crisis or crisis state, in order to minimize the negative consequences and speed up the exit from the crisis, to promote the preservation of competitive advantages.