53
RESUME (
abstract of PhD dissertation
)
The aim of the research work is to development of proposals and
recommendations for improving marketing communications
in the competitive
environment of the passenger services market.
The subject of the research includes economic
relations in the process of
improving marketing communications in competitive market of railway passenger
services.
The scientific novelty of the research includes:
The development of the marketing communications
strategy of the railway
passenger transport system, especially on railway routes with high flow of foreign
tourists, the economic and social feasibility of adapting the interior of wagons to
their needs through optimal segmentation of
consumers is proved correctly;
The approach of assessing the marketing and communication potential of
railway enterprises has been improved, taking into account the strengthening of the
quality of personnel working in the marketing
structures of the industry
(𝐼
𝑠𝑝
= √𝐾
𝑑𝑛𝑝
+ 𝐾
𝑝𝑚𝑠
+ 𝐾
𝑝𝑡𝑠
3
);
According to the author's approach of strengthening the effectiveness of
marketing communications and quality of marketing
staff in railway services
(𝐼
𝑖𝑚𝑐
= √𝐼
𝑚𝑝𝑐
+ 𝐼
𝑠𝑝
+ 𝐼
𝑠𝑝𝑐
+ 𝐼
𝑓𝑛
) forecast parameters of passenger turnover in
the industry until 2025 has been developed;
It is verified that “Uztemiryolyolovchi” JSC might be able to cover marketing
and communication costs through the establishment of shops and service outlets on
lease terms of areas that can be used under
construction and sanitary-
epidemiological standards without affecting the service regime at railway stations.
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