FEATURES OF STRUCTURAL TRANSFORMATION OF RAILWAY TRANSPORT BASED ON THE PRINCIPLES OF MARKETING MANAGEMENT
FEATURES OF STRUCTURAL TRANSFORMATION OF RAILWAY TRANSPORT BASED ON THE PRINCIPLES OF MARKETING MANAGEMENT

Summary/Abstract: It is established that despite the critical importance of railway trans-port for the national economy and society, in recent years the railway company has been in a state of deep crisis. It is revealed that the gradual aging and extremely unsatisfactory technical condition of the railway infrastructure and rolling stock level the ability of the railway company to carry out high-quality and safe railway transportation, lead to a gradual loss of customers and the share of railway transport in the market of transport and logistics services, destabilizing the company’s work and reducing the opportunities for its financial and economic recovery and innovative and technical revival. It is proved that in order to ensure innovative growth and competitiveness of railway transport in the market of transport and logistics services, it is necessary to activate the processes of its structural transformation by applying modern effective tools for implementing innovative changes at the enterprise. The processes of reforming the railway industry are investigated and the planned reformation changes and deadlines for their implementation do not correspond to the actual pace of implementation of structural transformations in railway transport. The expediency of structural transformation of railway transport based on the principles of marketing management as a proactive enterprise management style is proved, which ensures the formation and expansion of dynamic competitive advantages, taking into account internal and external changes in the operating environment by managing communications with potential market participants to create a competitive advantage, in particular personnel, partners and consumers. The key aspects of the structural transformation of railway transport based on the principles of marketing management are revealed. It is indicated that the formation of a marketing management system for railway transport should be carried out in several stages: the first stage is to analyze, evaluate and monitor the marketing environment; the second stage is to develop a marketing management system; the third stage is to ensure monitoring and adjustment of the marketing management system.

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