Abstract
In this article, we propose to improve the efficiency of transport companies by managing information and advertising activities to promote material flow. In this research, within the framework of planning the supply of consumer goods in cities, we offer the following alternative supply schemes: the direct goods delivery and delivery through distribution centres. In order to choose a rational supply scheme as a criterion of efficiency it was proposed to use the total delivery cost including the information and advertising component. The research also provides the methodology for determining the maximum effect of advertising activities by road transport companies. In addition, an example of developed advertising packages with the minimum and maximum advertising costs is given. The measures proposed in the research will allow developing a program to stimulate demand for transport services and increase the competitiveness of road transport companies in the transport market.
Highlights
Introduction and literature reviewThe transition of the national economy of Ukraine towards the “green” model of development [1] requires from the city logistics the creation of efficient freight logistics systems
An important role in this process belongs to an efficiently organized integrated logistics service using the latest innovative technologies “Industry 4.0”. These technologies allow us to create a real-time planning optimization model focusing on energy efficiency of operations, the development of information and advertising management systems for companies [4]
Today more than 60% of cargo delivery in large Ukrainian cities is carried out using the Internet for the placement delivery requests on transport portals [7]
Summary
The transition of the national economy of Ukraine towards the “green” model of development [1] requires from the city logistics the creation of efficient freight logistics systems They have to take into account the costs of participants in the planning and organization of delivery of goods and the consequences of vehicles’ use in the context of the environment [2, 3]. An important role in this process belongs to an efficiently organized integrated logistics service using the latest innovative technologies “Industry 4.0” These technologies allow us to create a real-time planning optimization model focusing on energy efficiency of operations, the development of information and advertising management systems for companies [4]. The length of CD segment corresponding to the maximum of the effect is MF e f
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