ASSESSMENT OF MARKETING STRATEGY FOR THE DEVELOPMENT OF CRITICAL INFRASTRUCTURE AND TRANSFORMATION OF BUSINESS PROCESS MANAGEMENT THE LOGISTICS MARKET IN THE CONTEXT OF INTERNATIONAL INTEGRATION

Abstract

The article examines the contemporary determinants of marketing strategy formation for the development of critical infrastructure in the logistics market of Ukraine and the transformation of business process management under conditions of international economic integration. The purpose of the article is forming the foundations of a marketing strategy for the development of critical logistics market infrastructure and justification of directions for the transformation of business process management taking into account institutional, investment, integration and geopolitical challenges. The methodological framework of the research is based on a systemic approach, structural and functional analysis, economic comparison, strategic modeling, and generalization of contemporary scientific approaches to logistics system development. The results of the research demonstrate that the efficiency of logistics market development is largely determined by the integration of marketing strategies in infrastructure asset management, the digitalization of logistics processes, and the modernization of warehouse complexes as key components of critical infrastructure. It is proved that the formation of a modern marketing strategy for logistics infrastructure development should be based on the principles of customer orientation, integrated supply chain management, the development of logistics hubs, and the synchronization of investment programs with international transport and logistics corridors. Particular attention is paid to the transformation of business process management within the logistics market, which involves the implementation of digital platforms for warehouse operations management, optimization of logistics flows, implementation of intelligent inventory management systems, development of intermodal terminals and expansion of the functional capabilities of logistics centers. The study confirms that the modernization of warehouse infrastructure is a key factor for Ukraine’s integration into European logistics networks and for the formation of an efficient logistics services market.