FORMATION OF THE CORPORATE CULTURE OF A TRANSPORT ENTERPRISE TAKING INTO ACCOUNT THE MARKETING FEATURES OF TRANSPORT SERVICES
Abstract
The article is devoted to the topic of forming the corporate culture of a transport enterprise, taking into account the marketing features of transport services and the enterprises that provide them, to increase the efficiency of economic activity, marketing and management of the transport enterprise. Transport enterprises receive profit from sales to the population of intangible transport services - carriers of marketing features. The amount of profit directly depends on the correct consideration of these features in the marketing, management and economic activities of the transport enterprise.The corporate culture of a transport enterprise performs several tasks: it streamlines the management of the personnel of the transport enterprise, acts as a marketing tool for promotion among consumers of the enterprise's transport services, attracting the attention of potential customers, and forming consumer loyalty to the enterprise and its transport services. The approaches of experts to the definition and application of corporate culture at enterprises and transport enterprises in particular are analyzed. Using the methods of content analysis, document analysis, and expert assessments, a block of components of the corporate culture of transport enterprises is formed, taking into account the marketing features of transport services, enterprises that provide them, the transport sector, and the realities of the Ukrainian market. This block includes the culture of power, the culture of market relations, the culture of production and commercial activity, the culture of personnel management of the enterprise, the culture of communication, the culture of crisis management, the culture of labor, the culture of personnel training, the culture of the personality of all representatives of the transport enterprise, the culture of their behavior, psychological and gender culture. An integrated approach to the development and application of all the selected blocks of the corporate culture of transport enterprises will contribute to the reduction of moral and material costs associated with this process, as well as to the increase in the efficiency of the management, marketing and economic activities of these enterprises.
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