Botnaryuk Marina V.

Introduction. The active use of digital technologies in the transport and logistics industry is transforming customer expectations, as well as changing their approach to running business. This requires a detailed study of the practical aspects of building and developing business relationships, which will make it possible to offer recommendations aimed at improving the effectiveness of partnership management.

Materials and methods. In the course of the research, methods of analysis and synthesis, interviewing, as well as the panel method were used. The respondents were employees of transport and logistics companies with many years of successful experience in building relationships with clients in the field of transport logistics.

Results. An analysis of the practical aspects of the functioning of enterprises in the field of marine logistics allowed identifying the most popular digital tools: Microsoft Office software package, chatbots, CRM system, template application forms on the website, quizzes, quiz landing pages, personal account. Differences in the use of digital tools have been identified. Small businesses prefer Microsoft Office software, while larger ones prefer a range of tools, including a CRM system. The problem of holding the client's attention at the stage of primary interaction due to the digitalization of the search process for a profit.

Discussion. It has been established that in the context of the digital transformation of the transport and logistics sector, the key to high efficiency in developing relations with service buyers is the use of the concept of customer centricity. In this regard, in order to increase the productivity of interaction with the client at the stage of his involvement, the principle of balanced adaptability of the dialogue is proposed, which will increase the likelihood of concluding a contract.

To solve the problem of information lack, it is proposed to use IP telephony as an additional tool, which will allow to create and adjust the digital portrait of the client. It is proposed to improve the competence model of the manager's position by expanding the list of soft skills aimed at solving the problem of collecting information for the subsequent adaptation of the services offered to clients. It is recommended to use a modified sales funnel model that takes into account the specifics of the transport and logistics sector and contains the most effective ones for attracting customers.

 

Purpose. Creating a three-dimensional model of the organizations management system. The relevance of the research is due to the peculiarities of creating a consumer value, which is associated with the specifics of the production process. The traditional approach to the management system does not provide flexibility in solving the problem of maximum customer satisfaction, due to the fact that it does not take into account the new requirements for the value chain of finished products. Materials and methods. The methodological basis of the research is based on the results obtained in the course of monitoring production and management processes, studying the document flow, interviews with managers of various management levels, employees of stevedoring companies. Methods of analysis, synthesis, and field research (such as survey observation, and personal conversation) were applied. Research result. The features of the stevedoring company’s management system functioning at the operational, tactical and strategic levels are revealed. The necessity of applying the concept of value chain and marketing management is proved. It will increase customer s satisfaction and enhance the effectiveness of management decisions. Scientific novelty of the article. A three-dimensional model of the management system is proposed, taking into account the practical aspects of the organizations activities in the new context. The model is based on a value-oriented approach to the formation and development of the management system. On its basis, the organizations management processes are built within the framework of marketing management, which makes it possible to operate as a single mechanism, the key goal of which is to increase the value of services provided. Tools and methods of influence in this case are chosen situationally, depending on the level of management and the existing relationships in the team. In the future, the application of this model implies the need to introduce additional indicators of the system: employee value, employee satisfaction, conditions for staff involvement that meet the requirement of harmonization of the socio-psychological climate in the workforce.

Purpose to propose a methodology for prioritizing criteria and finding the most important values for the company, which will enhance the effectiveness of decisions taken Methods. The study is based on the method of analyzing hierarchies, using field methods (survey, questionnaire) and desk research. Results. Based on the analysis of the results of the study of the experience of Russian companies in the application of concepts in the construction and operation of the management system, the need to develop tools for solving the problem of consistency of judgments in the management of values has been identified. Scientific novelty. An approach is proposed, the distinguishing feature of which is the use of the method of analyzing hierarchies for the selection of the most significant values for the company.

Purpose. Analysis of the key factors in the formation and development of the company's human capital at the present stage. The research is based on the hypothesis that under the new economic conditions the factors under the influence of which human capital is formed and developing complicate the external environment of the person, which requires changing the employer's personnel policy towards strengthening the social aspect. Methods. The results of the research of the dynamics of the human development index, the human capital index of the Russian Federation in comparison with the leading countries of the world, as well as the characteristics of the macroeconomic indicators of the World and Russia are presented. Socio-economic indicators of the standard of living of the population, including consumer price indices, indices of consumer confidence, indices of the occurred and expected changes in the Russian economy were investigated. The indicators characterizing the state of health care and education in the Russian Federation in the dynamics for 2000-2015 are analyzed. Results. Based on the results of the results obtained, it is established that today the economy of the world and Russia are at a difficult stage of their development. For several years there has been a decline in the growth rates of the GDP of the world, Russia, world trade, the fall in the ruble exchange rate. The current circumstances adversely affected the mood of the Russian population, which is proved by the low values of the indices of consumer confidence and the expected changes in the economic situation. The growth of the population with incomes below the subsistence level was noted. In this regard, according to the authors, the management of companies faces the difficult task of implementing measures to support employees in overcoming economic and psychological barriers formed under the influence of the external environment. Scientific novelty. The article proposes the concept of the development of the company's human capital within the framework of the formation of a favorable climate in the work collective and the model of forming loyalty of employees on the principles of intra-organizational marketing, which will enhance the social security of the collective, creating conditions for increasing the efficiency of staff use.