Article

Received 06.06.2022

Revised 30.10.2022

Accepted 28.11.2022

Retrieved from Vol. 26, No. 4, 2022

Pages 141 -150

Melnyk, О. (2022). Marketing research of transport infrastructure of Ukraine. The National Transport University Bulletin, 26(4), 141-150. https://doi.org/10.33744/2308-6645-2022-4-54-141-150

Marketing research of transport infrastructure of Ukraine

О. Melnyk

The article deals with marketing research on the current state of transport infrastructure in Ukraine. A statistical analysis of the dynamics of changes in the country's infrastructure was carried out. The consequences of the war with the Russian Federation are taken into account and the approximate damages from the destruction of the transport infrastructure of Ukraine are given. A comprehensive analysis of scientific works on the research topic was carried out and it was proved that many works of scientists are devoted to the problems of development and application of marketing strategies of transport infrastructure. At the current stage of the global crisis, it is necessary to apply anti-crisis methods of marketing research. The article establishes that the main obstacles preventing the development of the transport industry in Ukraine today are mainly political, managerial, economic, and environmental factors. A problematic issue in the study of the marketing environment is the insufficiency of methodological recommendations regarding the organization and conduct of marketing research of the external and internal environment of the enterprise. An additional quantitative study was conducted to clarify intra-sectoral problems of the transport infrastructure of Ukraine. That is, it is determined that the transport infrastructure currently cannot fully satisfy the needs of Ukrainian consumers and requires constant marketing research to identify objective deficiencies in the work of transport enterprises. The study showed that currently, due to the military intervention of the Russian Federation, all motor transport companies are in a global crisis. To support the most important sector of Ukraine during the war, it is necessary to constantly monitor the market using qualitative and quantitative methods of marketing research.

 

transport infrastructure; marketing research; transport; transport industry; martial law
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https://doi.org/10.33744/2308-6645-2022-4-54-141-150