Концептуальна модель системи маркетинг-логістики автотранспортного підприємства
Conceptual Model of the Marketing and Logistics System of a Road Transport Enterprise

Summary/Abstract: The purpose of the article is to develop a conceptual model of the marketing and logistics system of a motor transport enterprise as an integrated management system. The relevance of the study is driven by the need to improve the efficiency of motor transport enterprises under conditions of increasing competition, growing customer requirements for logistics service quality, and the necessity of rapid response to changes in the external environment. The study employs a systems approach, as well as methods of theoretical generalization, comparative analysis, and structural-functional modeling. Contemporary scientific approaches to the integration of marketing and logistics are summarized, and the limitations of existing models are identified, including their fragmented nature, lack of a holistic architecture, and insufficient formalization of interrelations between system elements. On this basis, a conceptual model of marketing and logistics is proposed, designed as a multi-level integrated structure that includes a core value outcome and ten interconnected subsystems grouped into resourcesupporting, functional-operational, and managerial-analytical levels. The model reflects the logic of transforming resources into customer value in logistics services and integrates marketing, logistics, and analytical decisions within a unified management system. The results of the study demonstrate that the proposed model ensures the alignment of market requirements with the enterprise’s logistics capabilities, enhances the manageability of material and information flows, and improves the adaptability of motor transport enterprises to changes in the external environment. The practical significance of the model lies in its applicability for improving the level of logistics service, optimizing costs, enhancing the quality of managerial decision-making, and ensuring sustainable development. Prospects for further research are associated with the development of methodological tools for assessing the effectiveness of the marketing and logistics system, as well as its empirical validation, taking into account the specifics of motor transport enterprises of different sizes and forms of ownership.

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