Abstract
The article considers the problems of formation of marketing strategies of enterprises in the market of logistics services in the context of global trends. It was carried out the analysis of global trends and the market of transport and logistics services of Ukraine. It was determined the contribution of the transport and logistics services sector to the economy of Ukraine. The volumes of the market of logistics services in Ukraine are analyzed and their dependence on tendencies of change of business activity in the industry, a situation in the field of foreign trade that is reflected in indicators of change of volume of the rendered transport services is introduced. It was divided the Ukrainian market of transport and logistics services into segments. It was determined the necessity of transformation of institutional support of its functioning in the direction of harmonization with European norms
 Drivers of European integration for the Ukrainian logistics sector have been identified, which include the rapid development of e-commerce, the use of production technology "just in time" (JIT – just-in-time manufacturing) and migration.
 The study analyzes the global trends in the development of logistics services and their impact on the principles of marketing strategies in the market of logistics services. It was substantiated the basic theoretical and methodical approaches to the formation of marketing strategies taking into account the specifics of the logistics services market. It was revealed the aspects and directions of realization of strategic development of logistics activity in the context of formation of marketing strategies in the field of logistics.
Highlights
The using of strategic approaches and methods in the practice of managing domestic enterprises is becoming increasingly common
As an integral part of international standards of quality management, corporate, municipal and public administration, internal control, risk management are implemented in enterprises of various forms of ownership and scale of activities operating in various sectors of the economy
The problem of formation of marketing strategies in the activity of logistics services enterprises has been studied by many scientists
Summary
The using of strategic approaches and methods in the practice of managing domestic enterprises is becoming increasingly common. Of particular importance is the need to substantiate ways to implement strategic management methods in the practice of enterprises operating in the market of logistics services. This is due to the high level of uncertainty and peculiarities of the development of the domestic market of logistics services in Ukraine. The situation of general reduction of the internal market, high level of competition, especially on the part of the international logistics companies encourages the enterprises to search for effective methods and management tools which will provide opportunities for further development.
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