COMBINED APPROACH TO IMPLEMENTATION OF MARKETING AND ECONOMIC STRATEGY OF MUNICIPAL TRANSPORT ENTERPRISE DEVELOPMENT

Abstract

Recommended approaches to the organization of the process of strategic development of municipal transport enterprises contribute to the identification and selection of the organizational form of the process. However, the final decision on the organizational form should be made only after comparing the quantitative criteria for selecting the organization. Further research is aimed at quantifying criteria such as economic, organizational and social effectiveness of strategic development. The current stage of socio-economic development is seen as a digital economy in which the innovation sector plays an important role. One of the goals of the sector is to create "impressions" and attract the attention of customers as the most limited resource. This context enhances the role of creative cognitive technologies and intangible assets such as image, brand, design and more. Today, the economic growth and competitiveness of a territory increasingly depends on its ability to use the transformational capabilities of the Internet, computers and data to create its digital images. Despite the fundamental contribution to the development of the problem of practical strategic planning at municipal transport enterprises, the issues of organizing the implementation of marketing and economic development strategy of these enterprises and methodological tools for their implementation remain unresolved. The purpose of the article is to substantiate organizational measures for the introduction of integrated marketing and economic strategies for the development of municipal transport enterprises through the assessment of existing approaches and based on the postulates of the theory of organization. At the aggregate level, efficient transportation reduces costs in many sectors of the economy, while inefficient transportation increases these costs. In addition, the consequences of transport are not always intended and can have unintended or unpredictable consequences. Assessing the economic importance of transportation requires categorization of the types of impacts it has. In the development of application of methodical tools of the concept of organizational development the organizational structures of marketing support of sustainable development on the basis of basic organizational forms of management of both economic, and marketing component of activity of the enterprises are considered.