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A new enterprise in the market of transport services. Classification, functions of the transport services market

Market relations are increasingly being developed in all sectors of the economy of our country. Transport, being a full-fledged subject of the market, should adequately fit into these relations. Observing the general objective economic laws of the market, it must, taking into account its own specifics, ensure the normal functioning of the free economic space of the state and sufficient profitability of transport enterprises, firms and other associations.

The market is a set of acts of buying and selling goods and services between sellers (producers) and buyers (consumers), based on supply and demand through commodity and other exchanges using market infrastructure, including banks, exchanges, transport, communications. Thus, transport, on the one hand, "physically" implements this exchange (circulation of goods and services). On the other hand, he himself provides a service to the main subjects of the market: sellers and buyers, i.e. forms the transport market.

The product of transport is movement. Useful effect that appears as a result of moving, its final result- delivery of goods and people to their destination. This is the main “product”, i.e., a transport service that has an intangible form of consumption. However, like any product, it is characterized by its qualitative features, that is, in order to successfully sell it, it is necessary to ensure high level quality of transport service: delivery exactly on time, without losses, with the maximum share of convenience for customers.

Ensuring all this requires significant material, labor and financial resources. Consequently, transport services have a certain value (consumer and exchange), which arises in the process of transportation and is included in the price of the goods at the place of consumption. However, the price of transport products on the market, like any commodity, should be determined by supply and demand, taking into account social necessary costs labor and consumer properties of transportation. So far, the prices of transport products (transport tariffs) are regulated by the state, and therefore transport has certain restrictions in the competition of market structures.

Thus, the characteristics of the market transport services are:

the intangible nature of transport products, as well as any service (the impossibility of accumulating “in reserve”, the coincidence of production and sales processes, etc.);

spatial isolation of polygons for the implementation of transport services, their non-interchangeability, which limits intra-industry (on the same mode of transport) competition;

universality and mass nature of the transport market in society, its monopoly;

role railway transport in the transport market largely depends on its versatility, productivity, placement of communications, level of technical equipment, carrying capacity and throughput, cost, convenience and safety of transportation. These indicators characterize the volume and quality of offers of transport services;

the demand for them in terms of freight traffic is formed by the socially necessary needs for material exchange. The ratio of supply and demand for transport services by modes of transport determines the level of participation of each of them in the operation of the transport system and at the same time is an incentive for their development.

An important principle of the modern market is focus on the end result. In this light, the main thing is not cost savings, but the provision of the highest quality service that meets the requirements and (or) desires of the consumer. This quality usually comes at a cost. However, due to the growth in demand for such services, an increase in the number of sales (especially with a slightly higher price), the manufacturer's profit may even increase, the consumer will receive a more durable quality product (thus saving on the frequency of purchases) or the most complete and desired service. .

Integrated marketing involves the need to produce not what you want to produce, but what consumers need. At the same time, it is necessary to study the final consumer goals and requests. Often, railway workers think that customers need wagons, but in fact they (consumers) need delivered products, which they can transport either by another mode of transport, or even replace with another type of raw material, fuel or equipment. Today at developed countries integrated marketing encourages not so much competition as cooperation (the so-called strategic alliance). Instead of competition between rail and road transport, it is more beneficial for both carriers and customers to integrate them, cooperate in order to best transport service cargo owners "from door to door" and "just in time". It is in this direction that integrated marketing in transport should develop.

Transport, acting as if the role of a kind of intermediary (together with wholesalers and retailers, dealers, distributors), affects the efficiency of distribution channels and sales of products. At the same time, the choice of transport and the volume of its work largely depend on which channel for promoting its products the company chooses.

The market, as a mechanism that unites buyers (demanders - customers) and sellers (suppliers) of transport services, has its own specifics and takes a variety of forms. The functioning of competitive markets that involve a large number of independently operating enterprises interested in transportation, has a direct impact on the operation of transport.

There are many questions and tasks to be solved at the enterprise:

additional insurance services for the most expensive transportation, especially during the first year after the introduction of new technologies;

simplification of the procedure for the presentation of applications by the clientele on the basis of contracts;

information activity;

provision of services upon the arrival of goods, as well as services in all cases when the client has difficulties with loading and unloading using traditional or new technology, etc.

As a rule, there is no lack of demand for transportation throughout the country, since this demand is a natural need of people and society. Transport is the "blood vessels" of production and economic systems, and they cannot function without it. However, in certain modes of transport and in certain regions, such a state is quite possible. For example, the desire of cargo owners to use vehicles for guaranteed delivery of components and other products over long distances instead of railways. Another example is the decline in long-distance passenger travel (falling demand) due to a sharp rise in ticket prices. Irregular demand for transportation is often caused by the irregular work of some enterprises, seasonality in the production and consumption of certain types of products, etc. In some cases, excessive or irrational demand for transportation is allowed, for example, due to the occurrence of oncoming, excessively repeated, excessively distant and other irrational transportations.

To organize the normal operation of transport, it is very important to know the upcoming size of the demand for the transportation of goods, i.e., having balanced the demand with the available resources, develop transportation plans for various terms actions: for the future, current and short-term periods. In them, with varying degrees of detail, the forthcoming traffic volumes and the size of transport work, as well as the main cargo flows and traffic density in the directions of the transport network, should be established. It is very important to establish the structure of the forthcoming transportation by type of cargo, especially bulk.

Despite the fact that road transport is the most common and mass mode of transport, in Russia the share of road transport accounts for a significantly smaller share of the total volume of cargo transportation. Railways are the main artery for the movement of freight traffic over long and medium distances. Delivery of goods by rail is today one of the most convenient ways of transportation without the risk of loss of cargo safety.

Federal Agency for Education

Bryansk State Technical University

Department of "Economics, organization of production, management"

COURSE WORK

by discipline: Statistics

on the topic of: Analysis of transport services in the Russian Federation

Performed:

Student group 10-FC2

Petukhova V.Yu.

Checked by: Ph.D., Assoc.

Novikova A.V.

Bryansk 2012

annotation

In this term paper a statistical study of the transport services market of the Russian Federation was carried out. The main goal of the work is to consolidate and deepen theoretical knowledge, practical skills, their application for calculating and analyzing the main indicators of the transport services market obtained in the process of studying statistics, as well as developing the ability to generalize the results that will be obtained from the available statistical data.

The course work consists of two parts:

· The first part is devoted to the study of the theoretical foundations of transport services: types and functions, indicators (freight turnover, passenger turnover, etc.) of activity, prospects for its development.

· in the second part, the calculation and analysis of the main indicators of transport services is carried out on the basis of the studied statistical techniques and methods, such as summary and grouping, calculation of absolute, relative and average values, calculation of dynamics indicators, alignment of the dynamic series, etc.

Introduction

1 Formation of the market of transport services

2 Structure, features of the transport services market

3 Classification, functions of the transport services market

4 Problems and prospects for the development of the transport services market

Chapter 2. Calculation and analysis of indicators of the transport services market of the Russian Federation

2.1 Grouping

2.2 Calculation of averages

3 Relative values

2.4 Measures of variation

5 Series dynamics

2.6 Selective observation

2.8 Correlation-regression analysis

Conclusion

Bibliography

Applications

Introduction

For effective management of the transport services market, making decisions on its further organization, data are needed that comprehensively reflect the development of this industry under the influence of various external factors. In a market economy, it is important to achieve the optimal ratio of costs to the quality of customer service. The latter is attracted by the minimum delivery time, the maximum safety of the cargo, the convenience of receiving and delivering cargo and the possibility of obtaining reliable information about tariffs, conditions of transportation and the location of the cargo, and then he is ready to bear the corresponding costs. Transport activities should be based on the needs of the client. The consumer is not interested in the costs of the transport company for the implementation of the service. With the tightening of consumer requirements for the quality of goods, manufacturers' needs for timely and reliable delivery are increasingly increasing.

The relevance of this study lies in the quantitative indicators corresponding to the disclosure of the structure of the transport services market. Since transport is not just one of the branches of the country's economy, but also one of the most essential conditions for the successful functioning of the entire economy, which has an active impact on the formation of territorial proportions of the development of production in the country and regions, its study is an important task for statistics.

The purpose of this work is to conduct a statistical analysis of the transport services market in Russian Federation, taking into account the features of its formation and functioning. To achieve the goal of the work, it is necessary to solve the following tasks: to study the theoretical essence and system of indicators corresponding to this topic; analyze the relevant development indicators; - The objects of accounting in the statistics of the transport services market are the transportation of passengers and goods by various modes of transport.

Based on this, the subject of research in this paper is such indicators of transport activity as passenger and freight turnover, the density of communication lines.

Chapter 1. Theoretical foundations for studying the market of transport services

.1 Formation of the market for transport services

From positions systems approach transport is a complex adaptive economic system consisting of regional material and human flows interconnected in a single process of transport service. It can be argued that since the 1970s there has been an organic fusion of freight transport with production and the distribution process, turning it into a link in a single system "production - transport - distribution - marketing". Russia is at a new stage in its development - the stage of formation of its new social order. The further development of the Russian Federation at this stage largely depends on the magnitude of its economic potential.

As the planned beginnings weakened, it became necessary to transition the country's economy to market relations. The Russian economy, as the material base of the ongoing social restructuring, is a complex set of industries.

One of the most important sectors of the Russian economy, where it is necessary to use innovative methods in management, is transport.

The structure of internal and external cargo flows that has changed dramatically over the past decade, the gradual overcoming of the consequences of the systemic crisis of the 1990s and entering the trajectory of sustainable economic growth have required clarification of the priorities for the development of the Russian transport system and a new strategy for increasing the competitiveness and efficiency of the transport industry.

For many years, the transport infrastructure has been developing without proper coordination between individual modes of transport and the development of productive forces, which led to direct losses from the implementation of untimely or inefficient projects and did not allow achieving a systemic effect in the operation of transport.

First of all, road transport receives priority development, because. it is he who is the connecting element between all other modes of transport and consumers of transport services. In addition, the construction of transport arteries of other modes of transport is impossible without the participation of automobiles. But road transport consists of at least two technical elements: road and car, the development of which is in constant dialectical unity and interdependence. In this case, the primary is the road.

The road sector is also included in the transport complex.

The peculiarity lies in the fact that the roads are used by transport, industrial, construction, agricultural and other organizations, as well as by the population free of charge. Their depreciation is not included in the cost of transportation, but is reimbursed by direct financing of the costs of repair work on roads at established tax rates through road funds.

Therefore, in the road sector there is no direct relationship between the amount of funds allocated for the maintenance, repair and construction of roads, and the measure of road consumption by road transport, as is the case in reproduction processes in other sectors of the national economy.

One of the first activities of the Ministry of Transport of the Russian Federation to form a system for regulating transport activities on the territory of the republics in the context of the transition to a market economy was the creation of the Russian Transport Inspectorate (RTI) - a body designed to license transport and service enterprises that are part of the transport and road complex of the republic, to control implementation of transport legislation and requirements imposed by issued licenses, as well as to perform a number of other functions related to ensuring the normal functioning of the transport services market.

The initial task of the RTI subdivisions was the licensing of transport activities. At the same time, the main functions of RTI bodies were not visible behind the licensing process, and could not be viewed:

restriction or stimulation of the inflow of transport to certain sectors of the regional market of transport services;

determination of additional benefits and the formation of special conditions for enterprises and entrepreneurs engaged in socially significant transportation;

application of sanctions to transport enterprises in case of violation of the licensing requirement, etc.

The transport complex consists of a large number of interrelated industries and is a special transport industry with a common development laws, uniformity of production processes and the purpose of the products being created.

And the functioning of the economy of the Russian Federation in market conditions puts forward a number of problems for road transport to adapt to a market economy. The characteristic features of the functioning of vehicles in a market economy are such objective circumstances as:

new economic conditions for the operation of road transport and consumers of its services,

formation of the market of transport services,

increased competition between transport companies and different modes of transport.

Without taking into account the requirements of the market, no enterprise can develop normally. The ultimate goal of any transport enterprise operating in a market environment is to make a profit based on the production of a service required by the consumer.

Until the 90s, the concept of a transport service was not used in the practice of planning and organizing the work of road transport. The exception was such a field of activity as forwarding services, where this concept is generally accepted.

This approach was due to the traditional consideration of road transport on an equal footing with manufacturing industries. Transport services are services that complete and (or) precede the process of material production. Transport services are defined as a subtype of transport activities aimed at meeting the needs of consumers and characterized by the presence of the necessary technological, financial, information, legal and resource support. The service, therefore, means not only the actual transportation of goods, but also any operation that is not part of the transportation process, but associated with its preparation and implementation.

Road transport services include:

transportation of goods, mail;

loading and unloading services (loading, unloading, reloading, intra-warehouse operations);

cargo storage services;

services in preparation for the transportation of means of transport;

provision of means of transport on the terms of lease, rental;

freight forwarding and additional services performed during the transportation of goods, luggage, etc. for servicing enterprises, organizations, and the population;

hauling of new and repaired vehicles, etc.

The share of transport services as the economy develops, as a rule, increases or stabilizes. This situation is observed in almost all countries. Thus, in market conditions, quality is defined as the level of consumer properties and service reliability that the market (consumer) needs and that manufacturers are able to provide at an affordable price. In conditions market economy it is important to achieve the optimal ratio of costs to the quality of customer service. Transport activities should be based on the needs of the client. The consumer is not interested in the costs of the transport company for the implementation of the service.

Over the last two decades of the last century and the beginning of this century, the share of transport costs in developed countries has not changed significantly. In absolute terms, transport costs continued to increase. Consequently, there are currently no qualitative changes in consumer preferences regarding transport - the recipients' needs for services of this type have developed at an optimal level corresponding to a high degree of satisfaction.

The development of a competitive market for transport services will require the creation of conditions for exceeding the level of supply of high-quality transport services over demand, as well as ensuring publicity and information openness of the market in terms of prices and quality of services. This will provide consumers with the opportunity to freely choose transport services, make the "price-quality" mechanism work, and make price and quality a subject of competition. Such a mechanism will ensure a continuous increase in the productivity of transport companies, which will contribute to their self-sufficiency. The mechanism "price - quality" will stimulate market participants to study the demand for various categories of services and analyze the level of competitors, improve the quality of transport services provided, and find the optimal balance between their price and quality. All this creates conditions for further improvement of work efficiency and growth of competitiveness of national transport companies and the Russian transport system as a whole.

The state policy for the formation of a competitive market for transport services provides for administrative and economic methods.

Administrative methods should ensure the regulation of the activities of natural monopolies, the access of vehicle owners, as well as freight forwarders and carriers to professional activities using licensing or declaration mechanisms (notice of obligations of a market participant).

Economic methods of forming a competitive market for transport services provide for the implementation of tax, tariff and investment policy mechanisms.

Economic methods should stimulate the creation of freight forwarding and transport companies of all types and levels in the field of freight and passenger traffic, which could provide competitive transport services in the field of freight and passenger traffic. In particular, it is advisable to consider a mechanism for stimulating the creation of sufficiently large transport companies capable of investing in the development of highly efficient transport technologies and modern vehicles. It is necessary to provide state support for increasing the competitiveness of national transport companies.

In the context of rapidly increasing intercountry commodity flows and the movement of people, the importance of all modes of transport is sharply increasing. Trade in transport services covers almost all countries and is one of the catalysts for the ongoing globalization. The improvement of transport infrastructure and the reduction of transportation costs under the influence of scientific and technical progress makes it possible to intensify trade and economic cooperation between geographically distant regions, and leads to a reduction in the costs of the spatial organization of international economic systems. In the process of deepening Russia's integration into the world economy, the role of domestic transport cannot be underestimated.

The transport industry is extremely important for the development of the economy and foreign economic relations of our country. On the one hand, transport is a key infrastructure component of foreign trade in goods, and on the other hand, it is a large and growing item of trade in services, providing about a quarter of all Russian foreign trade turnover in the service sector. Russia has favorable natural and geographical conditions for building up international transport operations, which is an important prerequisite for obtaining a significant economic effect from these operations. But they do not fully ensure the international competitiveness of Russian transport. To strengthen Russia's position in the world market, it is necessary to create a modern transport infrastructure and radical organizational restructuring of the entire transport system of our country.

Occupying the central part of the Eurasian continent, Russia objectively plays the role of a geopolitical bridge in relations between the countries of the West and the East. Its simultaneous presence in Europe and Asia influences the content of economic, political and cultural processes in these parts of the world. Occupying a huge space, having access to the seas, using a large territory for international transit, and also possessing a system of space, air, and sea navigation, thanks to this, Russia also has unique opportunities to participate in international integration and influence global processes.

Transit makes it possible to effectively use the reserves of carrying capacity of national transport systems, stimulates their reproduction and improvement. As a result of this, transport engineering and the industries that support it are actively developing.

In general, the use of national pipeline transport, power transmission systems for transporting gas, oil products and electricity from one country to another through the territory of the Russian Federation is also an essential element of the country's transit potential. Transit should be seen not only as part of the business contributing to the GDP, but as an important element of the country's international positioning. Russia has its own niche in the global transit business.

.2 Structure, features of the transport services market

New economic conditions have expanded the concept of "transport service". Today, a transport service means not only the actual transportation of goods or passengers, but any operation that is not part of the transportation process, but associated with its preparation and implementation.

Transport services include:

transportation of goods and passengers;

loading and unloading operations;

storage of goods;

preparation of means of transport;

Provision of means of transport on a lease or rental basis;

· haul (delivery) of new and repaired vehicles;

· forwarding services;

other services.

In the general interconnections of transport with other subsystems of the national economy, it is especially important to identify shifts in the specific structure of transport and the specific structure of transportation. When studying structural changes in the transport itself, in terms of species, the socio-spatial role of its automotive component is most noticeable; it is road transport that is closest to the daily needs and actions of people.

The fact is that the means of transport, oriented mainly to long-distance trunk communications and transportation, provide mainly the resource-production sphere of the functioning of society. Under the influence of motor transport, the forms of settlement, daily movements of the population are changing. Motor transport is increasingly becoming a socio-technical means of self-organization of the population and economy.

In the context of the transition to market relations and the ongoing decline in production, it is important to understand what processes of a structure-forming nature are taking place in general in transport, what is the relationship between the motor transport component and the national economy.

The structure of transport is understood as the composition, quantitative ratios and forms of interconnection between individual industries and industries. The indicators of the sectoral structure are: the number of independent sectors; the ratio of all types of transport in the total volume of cargo transportation of the entire transport complex; share of transport sectors; share of passenger and freight transport.

In the practice of planning and accounting, the sectoral structure of transport is determined by finding specific gravity industries in the total volume of transport production. The structure of the country's transport complex is formed under the influence of many factors, the most important of which are:

scientific and technical progress;

planned rates of development of all transport and its separate branches;

concentration, specialization, cooperation and combination of production;

the growth of the material well-being and cultural level of the working people;

socio-historical conditions in which the development of transport takes place;

international division of labor;

strengthening Russia's position in the world market.

The specialization of transport is expressed in the splitting of existing industries and the creation of new industries with homogeneous products or services, as well as in the division of labor between enterprises in this industry.

At the dawn of the existence of railways, the track development of stations and hauls, the locomotive fleet, as well as, to a large extent, maintenance personnel were not specialized in types of activity. However, the beginnings of specialization in some parts of transport already existed at that time. The further the railway transport developed, the more clearly the specialization of its main elements appears, the longer goes their operational and technical differentiation. Over time, railway transport in its organization, technology and technical equipment further and further away from its original state, specialization is increasingly spreading to areas of transport not yet covered by it. If we go beyond the limits of railway transport and look at the transport system as a whole, then inside it, the specialization of individual modes of transport also becomes clearer, the spheres of the most effective use railway, road, water, air and pipeline transport.

Since the transportation process in very rare cases begins and ends within any one mode of transport, so far in the transport system, along with specialization, there is cooperation between the activities of different modes of transport.

Due to specialization, the transport system acquires greater productivity, and due to cooperation, greater plasticity, stability in changing conditions and, consequently, greater efficiency.

The alternation of fundamentally different phases in the development of the transport system - specialization and cooperation - in the absence of a sufficiently defined pattern in the duration of individual phases in time and the depth of the changes that occur, makes it extremely difficult to formalize the development processes of transport as a whole and its individual parts.

To use one or a combination of several modes of transport in transportation, it is necessary to carefully study various factors that reveal both the advantages of any type of transport service and limit the area of interchangeability of modes of transport, where the choice of an option is based on technical and economic calculations.

Thus, the features of the transport services market are:

The intangible nature of transport products, as well as any service (the impossibility of accumulating “in reserve”, the coincidence of production and sales processes, etc.);

· spatial separation of polygons for the implementation of transport services, their non-interchangeability, which limits intra-industry (on the same mode of transport) competition;

generality and mass nature of the transport market in society, its monopoly;

· The role of railway transport in the transport market largely depends on its versatility, productivity, placement of communications, level of technical equipment, carrying capacity and throughput, cost, convenience and safety of transportation. These indicators characterize the volume and quality of offers of transport services;

· the demand for them in terms of freight traffic is formed by the socially necessary needs for material exchange. The ratio of supply and demand for transport services by modes of transport determines the level of participation of each of them in the operation of the transport system and at the same time is an incentive for their development .

.3 Classification, functions of the transport services market

There are various classifications of transport services. On the basis of the relationship with the main activities of enterprises, services are transportation (that is, including in one form or another an element of transportation) and non-transportation services. According to the type of consumer to whom the service is provided, they distinguish between external (provided by a non-transport enterprise) and internal (provided by another transport enterprise). By the nature of the activity associated with the provision of a particular service, they distinguish technological, commercial, information, etc.

Evidence-based classification of transport industries is essential for proper planning production and ensuring a certain proportionality in its development. The classification of transport sectors is based on the following principles:

economic purpose of the service provided;

the nature of the functioning of transport products in the production process;

the nature of the impact on the object of labor, etc.

The most important principle of classifying industries is the economic purpose of the service provided. In accordance with this, all transport is divided into external and internal.

Since transport is used not only for external transportation, but also for internal transportation, i.e. transportation within production, then in addition to public transport there is in the national economy transport intra-production or departmental . The transport complex of the Russian Federation includes: automobile, sea, inland waterway, rail, air and other modes of transport. Each mode of transport has its own specifics regarding its use for the transport of goods.

In the process of material production, transport satisfies the needs of the sectors of the national economy in transportation various types: intra-production, inter-industry within the region, inter-regional, transportation of workers, etc.

The modes of transport are divided into water(marine river), land (railway, road, pipeline) and air. All types of transport, except for pipelines, are used to transport goods and passengers. These modes of transport are traditional. Non-traditional modes of transport include slurry pipelines (bulk cargo is crushed and pumped through pipes together with water), pneumatic transport, transport on a magnetic cushion.

Inter-district and intra-district transportation of goods and passengers determine the division of transport in the region into main and intra-district.

Transport features:

One of the main functions is stimulating . Stimulation of economic growth is realized through investments in the transport complex.

· Distributive - ensuring the physical movement of commodity flows in the global economic system.

· The integration function of transport is realized through the formation of a single network of transport routes.

· It also performs a structure-forming function - it participates in the formation of the sectoral structure of world production and intersectoral proportions.

· The social function of transport is to provide equal access to all members of society to the socio-economic infrastructure by increasing the degree of transport accessibility.

The so-called "unified transport system" of Russia is characterized by such features as:

) uneven development of different modes of transport;

) extremely uneven distribution of the transport network in individual regions;

) weak interdependence and interaction certain types transport during transportation (cargo and passengers);

) a high level of monopolization of the transport services market, combined with administrative pressure on economic agents, which dismembers a single transport system.

Thus, the product of transport is movement. The beneficial effect that appears as a result of movement, its end result is the delivery of goods and people to their destination. This is the main "product", i.e. transport service, which has an immaterial form of consumption. However, like any product, it is characterized by its qualitative features, i.e. in order to successfully sell it, it is necessary to ensure a high level of transport service quality: delivery on time, without losses, with the maximum degree of convenience for customers.

Ensuring all this requires significant material, labor and financial resources. Consequently, transport services have a certain value (consumer and exchange), which arises in the process of transportation and is included in the price of the goods at the place of consumption. However, the price of transport products on the market, like any commodity, must be determined by supply and demand, taking into account the socially necessary labor costs and consumer properties of transportation. So far, the prices of transport products (transport tariffs) are regulated by the state, and therefore transport has certain restrictions in the competition of market structures.

Thus, the features of the transport services market are:

the intangible nature of transport products, as well as any service (the impossibility of accumulating “in reserve”, the coincidence of production and sales processes, etc.);

spatial isolation of the polygons for the implementation of transport services, their non-interchangeability, which limits intra-industry (on the same mode of transport) competition;

universality and mass nature of the transport market in society, its monopoly;

the role of railway transport in the transport market largely depends on its versatility, productivity, placement of communications, level of technical equipment, carrying capacity and bandwidth, cost, convenience and safety of transportation. These indicators characterize the volume and quality of offers of transport services;

Integrated marketing involves the need to produce not what you want to produce, but what consumers need. At the same time, it is necessary to study the final consumer goals and requests. Often, railway workers think that customers need wagons, but in fact they (consumers) need delivered products, which they can transport either by another mode of transport, or even replace with another type of raw material, fuel or equipment. Today, in developed countries, integrated marketing encourages not so much competition as cooperation (the so-called strategic alliance). Instead of competition between rail and road transport, it is more beneficial for both carriers and customers to integrate them, cooperate in order to provide the best door-to-door and just-in-time transport service to cargo owners. It is in this direction that integrated marketing in transport should develop.

Transport, acting as if the role of a certain intermediary (together with wholesale and retailers, dealers, distributors), affects the efficiency of distribution and marketing channels. At the same time, the choice of transport and the volume of its work largely depend on which channel for promoting its products the company chooses.

The market, as a mechanism that unites buyers (demanders - customers) and sellers (suppliers) of transport services, has its own specifics and takes a variety of forms. The functioning of competitive markets, which involve a large number of independently operating enterprises interested in transportation, has a direct impact on the operation of transport.

There are many questions and tasks to be solved at the enterprise:

additional insurance services for the most expensive transportation, especially during the first year after the introduction of new technologies;

simplification of the procedure for the presentation of applications by the clientele on the basis of contracts;

information activity;

provision of services upon the arrival of goods, as well as services in all cases when the client has difficulties with loading and unloading by traditional or new technology etc.

To organize the normal operation of transport, it is very important to know the upcoming size of the demand for the transportation of goods, i.e., having commensurate the demand with the available resources, develop transportation plans for various periods of action: for the future, current and short-term periods. In them, with varying degrees of detail, the forthcoming traffic volumes and the size of transport work, as well as the main cargo flows and traffic density in the directions of the transport network, should be established. It is very important to establish the structure of the forthcoming transportation by type of cargo, especially bulk.

The main feature of international transportation is their competitive nature. To increase competitiveness in the field freight traffic, it is necessary to improve the tariff system, namely to keep tariffs stable, reducing transportation costs. To survive in competition and not lose customers, the company must improve its tariff system.

Despite the fact that road transport is the most common and mass mode of transport, in Russia the share of road transport accounts for a significantly smaller part of the total volume of cargo transportation. Railways is the main artery for the movement of cargo flows over long and medium distances. Delivery of goods by rail is today one of the most convenient ways of transportation without the risk of loss of cargo safety.

The main feature of market relations in road transport is the excess of the supply of transportation services over effective demand in conditions of free pricing and, as a result, intense competition of motor transport enterprises in order to obtain high financial results (revenues, profits) for the provided transport services. Competition in the transport market can be defined as the competitiveness of motor transport enterprises, forwarding enterprises, other enterprises and organizations engaged in the transportation of goods, when their independent actions effectively limit the ability of each of them to influence General terms providing services in this market and stimulate the offer of those services that are required by the consumer.

For small and medium-sized enterprises, which are most typical for the trucking business, competition is one of the most likely sources of problems. However, it is likely that competitors, including large transport companies, with a large reserve of resources, are not able to realize most of their capabilities or even satisfy all the needs of their current customers.

Most small firms and individual carriers are trying to find a niche in the market where they would be somewhat protected from competition. To achieve this, they must provide services that are in some way unique and different from those of competitors.

Assessing its competitiveness, the enterprise, first of all, determines its main competitors, their strengths and weaknesses, geographical location, market share in the total volume of transportation (services) in the region; volume and range of services provided, additional service, the ongoing pricing and marketing policy; the availability of transportation opportunities for competitors and the prospects for their increase, etc.

In intercity transportation, road transport competes with other modes of transport, primarily with rail, as well as with inland waterways, taking into account navigable waterways and the seasonality of transportation. When choosing a means of delivery for a specific product, shippers take into account transportation costs in the price of the product, the timeliness and safety of its transportation.

In addition, an important factor that encourages the shipper to use road transport may be the desire to avoid difficulties in meeting the requirements of railway transport enterprises in terms of container turnover rates, idle time of wagons and their loading, ensuring the necessary packaging of goods, etc. Beneficial for many shippers, multimodal transportation, especially for containerized cargo, is impossible without the interaction of various types of transport companies and modes of transport. Therefore, competition in the transport market is accompanied by interaction in various forms. Transport enterprises mainly use price and non-price methods of competition. If the demand for transportation and related services noticeably reacts to changes in the value of the tariff (elastic demand), then some reduction in tariffs is possible, which allows the carrier to attract additional customers and increase its share of the regional transport market, and acquire the credibility of a stable enterprise. Forced fare reductions may also be a consequence of the company's survival policy in the face of high competition from other carriers and seasonal changes in customer needs. With non-price competition, the emphasis is on the conditions for the provision of services, ensuring the reliability of their performance and availability. Higher quality of transportation is usually associated with additional costs and the establishment of relatively high tariffs. Reasonable application of the rules for the admission of transport enterprises to work can increase the number of people wishing to obtain licenses for a certain type of activity or, conversely, reduce it.

The main type of enterprise in road transport is a motor transport (auto-operating) enterprise that provides services for the movement of goods and passengers.

In the general case, the process of moving goods and passengers acts as a product of a car. transport company and as a product of transport in a broader sense. These products do not have a material content, therefore, they cannot be stored and accumulated in warehouses; raw materials are not required for their production.

Meters of transport products for freight traffic are tons and ton-kilometers (the product of the mass of goods transported by the distance of transportation), and passenger traffic— the number of passengers carried and passenger-kilometres (the product of the number of passengers carried and the distance traveled).

These and other features of transport products have great importance to solve many issues related to the organization entrepreneurial activity in road transport. They affect the composition of the costs directed to the operation of vehicles.

For example, there are no raw materials in the cost of transportation, so a motor transport company or an entrepreneur engaged in the transportation of goods and passengers does not need to conclude a contract for its supply, invest resources in the construction and repair of warehouses for storing raw materials.

Because the New Product in material form is not created in transport, transport does not require time and additional funds associated with the storage and sale of its products. The result of the production process here is a change in the location of goods and passengers in space and time.

The absence of raw materials in the production of transport products has a great positive impact on the reduction of the circulation of capital due to the loss of the stage of stay of finished products intended for sale in the warehouse. The same effect on the circulation of capital is exerted by the combination of transport products with the process of its production.

The work of transport and the transportation of goods are carried out both within industrial enterprises, Agriculture and other commodity-producing industries, and between enterprises, regions and countries. Within enterprises, the movement of objects of labor between workshops and sections is carried out using various vehicles (cars, conveyors, cars and electric cars, railway rolling stock, etc.). The work of intra-industrial transport is closely related to the technological processes of production within a separate enterprise, therefore transport is often called technological. He is integral part technological process of the enterprise, and vehicles - an integral part of fixed production assets.

Cargo transportation between enterprises of various branches of material production (commodity-producing industries) is carried out in the sphere of circulation. The production process of transport here does not depend on the production process of industry, agriculture, construction and other industries and is carried out by specialized transport enterprises and individual entrepreneurs on a commercial basis. Transport operating in the sphere of circulation constitutes an independent branch of production, since it has all the elements of material production that characterize the industry: the presence of an object of labor, a production process, and products.

The work of transport for the movement of goods creates a value that is added to the cost of the goods being moved. Therefore, at the place of consumption of goods (goods), they become more expensive by the amount of transport costs.

Transport, carrying out communications between producers and consumers of products, is material basis circulation process. The duration of the transportation process largely determines the entire circulation process public product, since the time of reproduction of the latter is the sum of the time of production and the time of circulation. In this regard, the shorter the duration of transportation of goods, the shorter the time of circulation and the entire time of reproduction, and, consequently, the more social product can be transported per unit of time. Thus, transport has an active impact on the efficiency social production in general: the higher the efficiency of transport (less transportation time and the amount of transport costs), the higher the efficiency of social production.

The nature of the work of transport when moving people is the same as when moving goods. The movement of people is a transport process and at the same time a product of transport. However, in the process of consumption of value, passenger transport differs from freight transport. The process of moving people also creates value, just as value is created when moving goods. At the same time, transport here satisfies the personal needs of people in moving, so the cost disappears with the end of the move.

Transportation of people can be carried out both by vehicles belonging to various non-transport enterprises and organizations (delivery of employees of these enterprises from work and back), and by vehicles belonging to specialized transport enterprises and individual entrepreneurs. In the latter case, transportation is carried out on a commercial basis.

Thus, transport services (movement of goods and passengers) appear on the market as a commodity if they (services) are the object of sale.

Consumer properties of transport services reflect the position and requirements of the clientele for these services. They can be represented at the current time by a set of real requirements and expectations of the client, the properties of the transportation of goods, the level of development and use of modern technologies of the client, etc. Economic properties reflect the ability of the service provider to meet the requirements of the clientele.

For example, one of the main in the list of consumer properties of a transport service, the client calls the quality requirement (urgency, completeness, safety, safety of cargo delivery to the client, etc.). For the manufacturer of transport services, ensuring urgency, completeness, safety, and security causes an increase in costs. Therefore, when deciding on the level of quality, the manufacturer weighs the possibilities and costs. If this ratio makes it possible to fulfill the quality level set by the client, the client and the manufacturer are maximally satisfied in such a situation, and the situation itself can be recognized as productive for the development of the market as a whole and maintaining a favorable environment.

Except pure economic result from the production and sale of services, the service provider receives an informal result in the form of strengthening the image of the company, increasing the confidence of the public and the clientele, which affects the growth in the price of the manufacturing enterprise and its position in the market.

Road transport services include not only the transportation of goods and passengers, but also the preparation of rolling stock and operation, loading and unloading, storage of goods, the provision of vehicles on a lease or rental basis, etc. However, the main type of service is transportation.

Features of the market of services in road transport are:

1) absence certain place sales and production of services in time and space, where purchase and sale transactions can be concluded, which is due to the immaterial nature of the transport service, the peculiarities of its consumption during production;

2) the dependence of the transport services market and the conditions for its development on the state and development of commodity markets. The decline in commodity production by 20% during the period of economic reforms determined the decline in the volume of transportation of goods and passengers by 40-60%;

3) the volumes of transportation of goods are not equal to the volumes of production of material products, because with the help of transport, the movement of manufactured products takes place. This is due to the repetition of transportation of the same consignments. The repeatability ratio has been relatively stable in recent years and ranges from 4 to 5.2 for Russia (for foreign countries- from 3 to 4);

4) the circulation of funds and money in the market of transport services differs from such a circulation in the markets of industrial and consumer goods, financial markets. In the market of transport services, the circuit formula has the form D-D, for other markets - D-T-D;

5) the market of transport services requires constant state regulation, since transport is not only of great economic, but also social and strategic importance. In addition, it causes significant damage to the environment, several times greater than the damage from any other type of material production. This also determines the need for market regulation, the introduction of standards and requirements for the conditions of motor transport activities and various restrictions.

Internal and external environment of a motor transport enterprise

The results of the activity of the ATP are determined by the factors of the internal and external environment of this enterprise.

Features of transport products and the market road transport services leave a significant imprint on the formation internal environment enterprise, which, in particular, includes personnel, equipment, production, intra-company organizational and economic mechanism and intra-company finances.

Personnel have a great influence on the performance of the enterprise, so serious attention should be paid to work with personnel. It's about on the selection of personnel, their training and retraining, stimulation in accordance with the results achieved, the creation and maintenance of normal relations (psychological microclimate) between employees, etc.

The peculiarities of the personnel of any ATP, regardless of its purpose and specialization (cargo or passenger), is the predominance of the category of drivers in it. The main activity of drivers is carried out outside the territory of the enterprise, which imposes increased requirements on the organization of their work on the part of the administration of this enterprise, including the widespread use modern means communications and dispatching.

The equipment that each ATP is equipped with is divided into stationary and mobile. Stationary equipment is a variety of equipment (repair, power, etc.), which is used mainly to maintain mobile equipment ( various means vehicles) in a technically sound condition. Thus, auxiliary works are carried out at the ATP itself, and the main manufacturing process(transportation of passengers and cargo) is carried out outside the territory of this enterprise. Therefore, production as a factor in the internal environment of ATP should be considered only in relation to the process technical operation rolling stock.

The intra-company organizational and economic mechanism includes interrelated organizational and economic methods(organization, planning, control, stimulation) used to perform the tasks facing the enterprise. The combination of these methods is the content of intra-company management, the functions of which extend not only to the internal, but also to the external environment of the ATP in which transport services are provided. This is the peculiarity of the internal organizational and economic mechanism existing at the ATP as a factor of the internal environment.

With the help of these methods, the tasks of organizing not only the technical preparation of the rolling stock, but also the transportation of goods and passengers, planning all aspects of the activity of the ATP, including maintenance, repair vehicles, transportation, stimulation of the work of all employees of this enterprise, including drivers, etc.

Intra-company financial activities include processes related to the formation and ensuring the effective use of financial resources and the movement cash flows within the enterprise. We are talking about the formation of own funds in the form of profit and depreciation, financing the development of production at the expense of own resources (renovation of rolling stock and repair equipment, reconstruction industrial premises), on accrual wages company employees, etc.

Factors of the internal environment are dependent on the enterprise, and it can have a direct impact on them to create optimal conditions for functioning and development, for the successful solution of the tasks facing it. State internal factors together determines the potential and the opportunities that the company has in the market of transport services.

The external environment of any enterprise, including motor transport, is considered as a combination of two relatively independent subsystems: the macro environment and the immediate environment.

The macro-environment creates the general conditions for the environment where the enterprise is located. It includes macroeconomics, law, politics, science, social orientation society. Enterprises in their activities are guided by the general directions of development of all elements of the macro environment that have been formed and are being formed in society, the country as a whole.

The study of the economic environment of the macro environment (macroeconomics of the country) allows us to understand the mechanism of formation and distribution of enterprise resources.

The legislative framework makes it possible to determine the permissible boundaries of actions in relations with other market entities. The political component of the macroenvironment allows us to see the attitude of public authorities and, in particular, the government of the country to various industries and regions, how it intends to implement its policy. The progress of science and technology opens up new opportunities for the development of enterprises, and a delay in applying the achievements of science and best practices can lead to negative consequences for them. And finally, changes in social policy the macro-environment, in which the attitude of people to work and the quality of life is formed, and which includes the customs and beliefs existing in society, the values shared by people, the demographic structures of society, population growth, the level of education, etc., should also be taken into account by the enterprise.

The immediate environment of the trucking enterprise includes buyers of transport and other services, production of transport services, competitors, suppliers, labor market, capital market, audit companies. All of these components have a significant impact on the functioning and development of the enterprise.

The external environment is not only a source of resources necessary for the implementation of transport activities, but also a consumer of transport services.

An important feature of road transport, as well as any type of transport, is that the main production process (transportation of passengers and goods) is carried out outside the transport company.

Technical means of transport - permanent devices and rolling stock - are spatially separated and operate in long-distance networks and at the same time are technologically connected with each other.

This leaves a big imprint on the solution of issues related to the organization of management of the rolling stock on the line. The management of mobile means of production in transport is much more difficult than the management of stationary machine tools in mechanical engineering, since it necessitates monitoring their work on the line, maintaining communications with the clientele served (in freight traffic), etc. At the same time, “no other branch of the economy has such valuable properties that make it possible to increase the organizational level of production on the basis of synthesis as transport. Its elasticity, its ability to spatio-temporal transformations of the means of production in the course of production itself, to interpenetration, to interact with all branches of production is truly phenomenal.

The transportation process in road transport is carried out in the open air, therefore, climatic conditions, weather conditions, the nature of the terrain have a significant impact on operational and economic indicators (traffic regularity, average daily mileage of vehicles, labor productivity, transportation costs, etc.). The loss of transportation capacity in this regard is 10-15%.

There is a close connection between the indicators of the use of transport in the transportation of goods with the indicators of the work of the clientele (volumes and types of products they produce, seasonality of its production, sales market, etc.). In passenger transportation, first of all, a connection between these indicators and the level of material well-being of the population is found.

An important feature of the external environment of the ATP is that it includes roads that play an extremely important role in the functioning of transport and organization traffic. The density of the road network, the condition of the road surface have a direct impact on the performance of vehicles, the timeliness of the delivery of goods and passengers, and road safety.

Road safety is determined not only by the provision of the territory with paved roads, but also by the traffic management system, especially in cities.

The great dependence of road transport enterprises on a number of environmental factors (road conditions, natural factors, traffic management systems, etc.) increases the degree of risk in the performance of transport services. It is for this reason that road transport is one of the industries with increased danger.

It should be noted that the "behavior" of the factors of the internal environment is strongly dependent on the corresponding external factors.

Thus, a change in the demand for transport services (an external factor) causes a corresponding reaction from the automotive company. It seeks to increase the transport capacity of the fleet through the acquisition of additional vehicles and other sources, allocating to this financial resources. When the order of taxation changes, the movement of financial flows within the enterprise changes, etc.

Thus, external factors play a regulatory role in relation to internal ones.

Under these conditions, each ATP should constantly monitor external factors in order to maintain and strengthen the competitiveness of transport services performed on a commercial basis.

Competitiveness of transport services

A necessary condition for the successful functioning of ATP in a market environment is the high competitiveness of services provided to consumers.

The competitiveness of transport services is determined mainly by two factors - the level of cost of services and the level of their quality. Therefore, reducing the cost and improving the quality of transportation of specific goods and passengers are the most important areas for increasing the competitiveness of services.

Reducing the cost of transportation can be achieved by saving fuel, spare parts, repair materials, tires, as well as by increasing the productivity of the rolling stock.

Improving the quality of cargo transportation involves the delivery of goods exactly on time, with a high safety of the quantity and quality of the transported goods. In the transportation of passengers, the quality of services is determined by their performance in accordance with the timetable and the level of comfort (amenities) that the carrier can provide to passengers. For taxi transport the most important indicator their quality is the time taken to deliver the passenger to their destination.

The competitiveness of ATP is determined both by the level of competitiveness of specific transport services, and by the level of diversification of production, the image of the enterprise, etc.

Great opportunities for increasing the competitiveness of freight vehicles appear with the expansion of the list of forwarding services performed. This list usually includes freight forwarding, informing the clientele about its location, loading and unloading by drivers or other work of the ATP.

This list can be expanded by leasing the rolling stock, performing operations by drivers that, according to the Rules for the Transportation of Goods, are assigned to customers: opening and closing the sides, hatches of tanks, screwing and unscrewing hoses from tanks, cleaning the platform from cargo residues, sheltering with a canopy and linking cargo, etc.

The execution of the listed additional operations may be paid by the customer at separate agreed rates. It is possible to include their cost in the general contractual tariff.

Increasing the competitiveness of ATP can be achieved through the provision of services for maintenance and repair of rolling stock owned by other car owners, as well as non-traditional services: organization of paid parking lots; leasing premises and land areas, warehouses, industrial premises; sales of spare parts and materials, etc.

Improving the quality of transport services is of particular importance in creating competitive advantage only if the ATP will implement innovative activities, ahead of customers.

This is, for example, the purchase of specialized rolling stock, which has no competitors, but it is in demand by the market (panel carriers, farm and bulk carriers, refrigerators, etc.), the purchase of unique equipment and devices for regulating fuel equipment, electrical equipment.

Especially valuable is the excellent reputation (image) of the enterprise, which must be constantly maintained.

The image of an enterprise is an idea of an enterprise, its management, founders, which is formed in society under the influence of objective and subjective factors. The image is realized as a cumulative result of the company's ideas about itself and the opinions of real and potential consumers recorded by the media (mass media). The image of an enterprise is influenced by many aspects of its activities - from the quality of services to the mood of employees. What will be the image - high or low, depends on the activities of the enterprise as a whole: the work of its management and departments of the enterprise; team cohesion; established norms, standards, principles at the enterprise; attitudes of employees towards their enterprise and its management, etc.

The image of an enterprise is inextricably linked with its history and is actually based on the well-known factors of its activity, when the enterprise has a reputation as a good, reliable partner providing quality services.

It is necessary to distinguish between external and internal image.

The external image is determined by how the company is perceived by society, clients, media, shareholders and investors. It is determined by the quality of services provided by the enterprise, the first impression received by the clientele from the services of the enterprise, the company's relations with the media, shareholders and investors.

The internal image is determined by the attitude of employees and management towards their enterprise, existing system relationships, encouragement, promotion and personnel growth in the enterprise. The core of the internal image is the devotion of employees to their company and sincere enthusiasm for the clientele they serve. It is believed that the external image is much easier to change than the internal one. The internal image is more difficult to correct, but it is more important for the reputation of the enterprise.

An expert method can be used to assess the competitiveness of road transport services. It allows you to identify factors that have a significant impact on the formation of customer demand, identify the strengths and weaknesses of your services, develop and implement measures to strengthen strengths and eliminate weaknesses.

Thus, the desired value for each parameter is determined for the consumer.

The composition of the parameters may change taking into account the opinions of customers, and first of all, the group of “organizational factors” should prevail, which to a large extent predetermines the preferences of the consumer.

Among the selected parameters, there are both quantitative (price) and qualitative (brand composition, forwarding, versatility, etc.). For quality parameters the assessment is carried out in relation to the value desired by the buyer, which is taken as 100%. When processing data, the values are calculated first for the main parameters, and then within each parameter.

A group assessment can be considered ideal only if there is sufficient agreement among the experts. If there is no consistency, an error occurs in the evaluation of the importance of the parameters. Therefore, when applying the expert method, it is necessary to check the consistency of the indicators (estimates) of the experts. The consistency of expert opinions is checked using the Kendel coordination coefficient.

Then coefficients of relative importance or significance ("weight") of each of the parameters are determined without taking into account the competence of experts. Assessment of the competence of experts is possible when all participants in the survey know each other well and work in the same sphere of service production.

At the third stage, the significance for consumers of each of the parameters is assessed. For this, the method of their pairwise comparison is used.

At the fourth stage, the parameters of the services of the enterprise are determined, for which the parameters of the services of competitors are evaluated.

Knowledge of the competitive environment in which the ATP operates, the strengths and weaknesses of competitors, skillful opposition to their strategies allow legal methods to suppress or weaken the activities of competitors.

Marketing research in the market of motor transport services

Marketing in road transport is understood as a complex system for organizing the production and sale of services at the level of ATP, focused on better satisfying the demand of specific consumers and making a profit on this basis. A significant place in the above system belongs to the study of demand for services and the creation (formation) of demand, since the efficiency and stability of the functioning of the ATP ultimately depend on the quality of this work.

In the transportation of goods, demand is understood as a quantitatively determined need for transportation and additional transport services, depending on the price of services, or the volume of the need for integrated forwarding services in a limited transport space of the region.

The demand for road transport services largely depends on the development of other modes of transport in the region, the degree of their integration into single system, the level of tariffs by means of transport, the range and quality of services. With the development of a market economy and its infrastructure, the importance of motor transport, as a rule, increases, which is typical for all countries. Road transport is beginning to play an increasingly important role in the distribution system in the regions, which is facilitated by an increase in demand for the transportation of goods in small shipments (batch), the development of automated cargo handling, containerization and packaging, as well as computer science in the field of transportation management.

The study of the demand for transport services shows that one of the main requirements of customers for the operation of transport is the timely dispatch and delivery of goods. This is due to the desire of the majority of cargo owners to reduce stocks both in the sphere of production and in the sphere of circulation, since their costs of maintaining stocks in a number of industries amount to 20% or more of the cost of products.

A quantitative assessment of the demand for any type of transport services is calculated after determining the boundaries of the transport market in which business activities are carried out or planned. The boundaries of the transport market can be established on certain grounds - geographical, industrial, social, etc.

Since the demand for transport services is closely related to the volume of sales of products in domestic commodity markets and the volume of foreign trade for the regions, the suppliers of which are the clients of the enterprise (consignors and consignees), in order to obtain its estimates, it is necessary to identify the features and diagnose the current state of these commodity markets, identify trends development of the production of relevant goods and the need for them, assess the need for their movements and other factors.

To determine the demand for transport services, you can use the direct counting method, expert, experimental and mathematical methods.

The direct counting method provides that for each type of service, the demand is calculated as the product of the actual volume of production of transport services, the coefficient of the planned market growth and the coefficient of repetition of transportations of the period preceding the receipt of estimates. The market growth factor is determined according to the data of an expert survey or our own intuitive assumptions.

Widespread use for obtaining estimates of demand in economically developed countries have received expert methods, at which demand is calculated as an average estimate for a group of experts and can be presented as a probabilistic characteristic. In assessments of this kind, an empirical forecast is combined with a scientific one, which significantly improves the quality of estimates obtained on the basis of forecasts, strategies, policies, and plans.

Demand estimates are also obtained experimentally, using to measure the actual volume of demand and fluctuations in its individual components or factors, the results of which can be extended with a certain degree of assumptions to similar trends and areas of the transport services market, processes and indicators.

With all the subjectivity of demand assessments obtained using surveys - questionnaires, telephone, face-to-face, interviews that allow you to widely cover various groups and market entities - customers, intermediaries, suppliers, competitors, this method is currently the most popular.

The most accurate, well-structured demand estimates and labor-intensive are mathematical methods, when estimates are obtained on the basis of time series analysis, accumulated statistical data of operational, current management accounting, state statistical control, etc. Their use, unfortunately, is limited only to those situations in which the facts of demand are stable, and the results can be used for a short-term forecast.

For example, when plotting a curve life cycle enterprises with the help of economic-mathematical models and on the basis of identifying the nature (factors) of demand, approximating dependencies are built, the magnitude of demand is calculated in the forecast of market conditions. These methods are the most appropriate for building forecast models for the development and behavior of the transport services market.

In addition, these methods are used in various combinations. Their similar application depends on what kind of information about the state of demand needs to be obtained - superficial, general, or as reliable as possible.

Determining the magnitude of demand using the above methods will not be accurate, reliable and of high quality if the demand factors are not taken into account - the characteristics of the service or market that change the magnitude of demand and affect it.

The following demand factors for transport services can be used as indicators to characterize development trends and identify market forms:

1. The price of a service or a set of services.

2. Income of the clientele.

3. Prices for similar services on other modes of transport.

4. Forecast of changes in prices for services.

5. The number of customers in the market and their growth rates.

6. Requirements and preferences of the clientele.

7. The role and place of the estimated mode of transport in the structure of needs for transport services.

8. Sizes and types of enterprises presenting goods for transportation (production volume, annual turnover).

9. Used technologies, image and possibilities of the client (quality level requests).

When carrying out motor transport activities, it is necessary to take into account the following features of demand:

1) the uneven occurrence of demand in time and space, which is determined by the seasonality of transportation, the structure of cargo flows, the structure of consumption, the quality and standard of living of the population and the level of technological development of production, etc.;

2) secondary demand for transport services, since it is generated by some other need that is not satisfied by transport, but with the help of transport (for example, to get to the place of work, a person must ride a bus or trolleybus).

The performance of transport services with their high quality (on time and without loss) is the key to new demand for them. In addition, the formation of demand for transport services provides for activities to attract customers: studying the market for transport services, targeted advertising, providing additional services(for example, freight forwarding), tariff policy, combination of transport services with various forms of commercial and legal services, creation of intermediate storage facilities, application automated system processing customer orders, etc.

Advertising plays an important role in shaping the demand for services.

There are various types of advertising: press advertising, print advertising, audio-visual advertising, radio and television advertising; exhibitions and fairs; advertising souvenirs; direct mail advertising, outdoor advertising, including advertisements in the interiors of passenger vehicles, at passenger stations, bus stations, airports.

basis promotional activities is an advertising program that determines the direction of advertising impact, formulates an advertising idea, highlights the most effective means of advertising distribution, provides responses and variations of promotional activities.

At small motor transport enterprises, financial resources are insufficient for large-scale advertising. There are no departments or services specially created for these purposes. Therefore, when choosing a method and means of advertising, one should focus primarily on low-cost activities.

The most common type of advertising on road transport, due to its easy accessibility and low cost, should be considered the placement of advertising materials on vehicles owned by carriers. This circumstance should be taken into account when advertising not only motor transport activities performed by an entrepreneur-carrier, but also when advertising goods and services of other advertisers. Thus, an entrepreneurial carrier on a commercial basis can perform advertising services under an agreement with organizations that need such services. Therefore, he must know the features of outdoor advertising, which meets a large part of the population.

Outdoor advertising basically reminds or informs about something. It can be used to remind you of the merits of well-known goods and the place of their possible purchase. Goods and services should be presented with a concise image and short text, placed in a way that reaches certain types of people.

For example, the outer rear walls of the buses will be in the field of view of the drivers of cars following the bus; posters at the bus station will be seen by passengers, advertisements at car parks and car markets will be seen by motorists.

Small businesses operating in the transport services market should use relatively cheap ways to search and collect information (for example, simple phone inquiries, viewing statistical reports, special literature, including reference books, etc.). You can use meetings and conversations with clients, including pre-prepared key questions, presentations, and combining with advertising.

Information about the state of the market must be constantly accumulated and systematized. All employees of the small ATP should take part in this work. Special Role assigned to those employees who are outside the enterprise and who, on duty, are required to control the operation of the rolling stock on the line, loading and unloading operations. Such workers can collect very interesting information about customers. Each letter with business correspondence leaving the enterprise must contain information of an advertising nature. A good effect is given by advertising in parking lots and other places of accumulation of vehicles.

Of course, it is impossible to absolutely accurately determine the effectiveness of individual advertising media and an advertising campaign as a whole, since many other factors ultimately affect sales volume.

For example, in the field of motor transport and car services, such factors include the location of the enterprise, the level of service, price, services, etc.

However, even approximate calculations allow us to conclude that advertising is appropriate.

The greatest opportunities for advertising in terms of its impact on the consumer are in the field of freight transportation and car services. The cost-effectiveness of advertising here can be determined by measuring its impact on increasing the volume of services and increasing sales. At the same time, the effect of advertising may not appear immediately, since when choosing a service provider, the consumer must analyze the offer.

Size economic efficiency The use of various means of advertising depends on the degree of their psychological impact on a person. The degree of psychological impact of advertising on consumers is determined by conducting observations, experiments, surveys. In the field of motor transport activities, the polling method has the greatest opportunities, with the help of which you can choose the most effective means of advertising. The survey can be conducted both orally and in writing. In oral interviews, clients are asked where (or how) they learned about the services offered by the firm. In the questionnaire method, they are asked to fill out questionnaire, setting out in it the objectives of the survey, so that the client knows the purpose of the survey and tries to answer the questions more precisely.

Another important quantification of transport services is the supply, which relates the price of a service to the quantity that transport enterprises are willing and able to sell, and is expressed in terms of quantitative estimates volumes of services offered to the market.

The offer in the market of transport services is the amount of transport services (volume of transport work) offered for sale in the market at a certain moment or period of time. Supply, like demand, is a quantity represented both in kind and in value terms.

For example, using the direct counting method, the value of the supply of motor transport services can be calculated as the product of the average number of cars on the average value of the fleet capacity serving the market segment at a certain point in time.

The level of supply is significantly influenced by the organization of work, the condition of vehicles, reserves, investments and savings. In particular, the higher the wear rate of the vehicle fleet, the lower the supply, and vice versa. In our opinion, a potential and actual supply estimate can be obtained by adjusting the possible volume of transportation of the region's vehicle fleet by the actual output rate of the region's fleet as reflecting everything from the organization of the use of vehicles to a variety of time losses. The estimate of market supply would then be presented as a value adjusted for the calculated depreciation rate of the fleet serving that market.

The assessment of the supply of transport services can be performed using universal methods developed and applied, but not taking into account the specifics of the industry, focused on measuring and describing the result of the functioning of the market and the behavior of enterprises, in the form of methods for calculating various indices, coefficients based on traditional indicators. Such assessments make it possible to evaluate the statistical and dynamic parameters of market changes and clarify how strong these changes are.

Obtaining such estimates is a fairly detailed and accurate characterization of the level and magnitude of supply in the industry; at the same time, supply factors that determine both of these indicators should also be taken into account.

Supply factors - characteristics of a service or market that change the amount of supply - are as follows:

1) prices for resources for production (fuel, vehicles, technologies, personnel, materials);

2) technologies, standardization, specialization (unification) of production;

3) the level of taxes and the amount of subsidies, the conditions of state regulation;

4) prices of services from competitors;

5) the number of producers and intermediaries in the market;

6) expected changes in prices for services or their complex;

7) non-economic conditions (environment, climate, geography, public organizations etc.).

In road transport, the service market is characterized by two main features:

A large number of enterprises and individual entrepreneurs engaged in the transportation of goods;

Transport products are poorly individualized; services of different carriers differ little from each other.

In order to not only survive in these conditions, but also function effectively, each carrier must take into account not only its own capabilities, but also the conditions of the competitive environment, which are constantly changing. These changes occur within a certain period of time, during which the carrier (enterprise or individual entrepreneur) has the opportunity to study, analyze the changes taking place and, if necessary, correct their actions in the market. Having information about competitors, the carrier gets the opportunity to predict its behavior in the market, the possible reaction of competitors, the consequences of such actions. The number of carriers on the market, the consistency of their actions, the type of services, the entry of new entrepreneurs into the services market - all this affects the consequences of certain actions of the carrier. Therefore, for any enterprise and individual entrepreneur engaged in motor transport activities, it is advisable not only to constantly monitor the competitive environment, but also to choose a competitive strategy.

To carry out marketing activities at large and medium-sized ATPs, special services (departments, groups) are currently being created. In small businesses, this is not possible, so here marketing work is performed by one full-time marketer. In most cases, marketing activities in small transport companies are carried out by all employees of the company. This kind of organization marketing work requires a clear separation marketing functions between individual performers.

An approximate composition of marketing functions for a cargo vehicle may include:

Analysis (study) of the clientele;

Analysis (study) of competition in the market of transport services;

Analysis of market opportunities and competitiveness of the services of a motor transport company;

Purposeful study of new markets for road transport services;

Market and other studies of demand and market capacity;

Planning the range of services of a motor transport enterprise;

Tracking the current change in market conditions;

Study of the possible reaction of the market and competitors to the introduction of new services;

Development of commercial terms of transportation;

Conclusion of contracts with clients, negotiation process;

Registration of commercial transactions;

Receiving and processing applications and single orders from customers;

Operational planning and management of transportation processes;

Preparation and issuance of travel documentation;

Organization of the transportation process;

Reception and preliminary processing of travel documentation.

The coordination of all marketing work is carried out by the commercial director, and in the absence of this position, the head of the enterprise, who is obliged to own marketing methods of influencing the market in order to master it and ensure success in the competition with carrier firms.

Limited financial opportunities make it difficult for small businesses and individual entrepreneurs to conduct large advertising campaigns, pricing policy aimed at the use of preferential tariffs, other expensive marketing activities. Many problems arise with the collection of information necessary to characterize the transport services market and make optimal decisions. It is about information about external environment market (competitors, customers, targets, public policy and etc.).

In the process of conducting market intelligence, the head of a small transport or individual firm is obliged to accumulate information about each client. Much attention is also paid to the collection of information about competitors performing similar transportation, which includes a description of production capabilities (composition of the fleet and its technical condition, the availability of a repair base, etc.), the level of costs by item, the amount of profit, the characteristics of the clientele, etc.

A marketing strategy for freight transport enterprises is developed on the basis of the results of studying the needs of customers (consignors and consignees) and the methods of work of transport and forwarding companies-competitors.

Main customer requirements:

Timeliness of delivery of goods (cargo);

Ensuring the safety of cargo during transportation and loading and unloading operations;

Economical delivery;

Willingness of carriers and forwarders to take on the functions of marketing products, intermediate storage, packaging and other operations and services.

Carriers and freight forwarders should be well aware of the significance of each of the listed requirements for each client.

In the process of developing a marketing strategy, it is necessary to:

Find potential senders and recipients of cargo;

Identify customer requirements for the organization of delivery;

Assess the capabilities of the transport company for the delivery and provision of related services;

Conclude a contract of carriage or a contract of transport expedition.

The organization of marketing management in road transport implies the need to:

1) analysis of transport needs and opportunities;

2) selection of the most effective types of transportation and services for the entrepreneur-carrier;

3) development of rational technologies and systems of cargo movement;

4) planning the development of transportation and services.

An analysis of transport needs and opportunities is necessary to identify new customers, forecast demand for transportation and services, deeper penetration into the transport market, and study the behavior of competitors - other carriers. As a result of the analysis, it may be necessary to develop and implement new types of transportation and services, purchase new vehicles, handling mechanisms, etc.

Choice of the most effective types transportation and services is carried out by segmenting the market, i.e. division of the entire clientele served into groups depending on the types of transportation and services provided for them, their solvency, requirements for the quality of transportation and service. As a result of segmentation, priority customers are identified and measures are developed to serve them.

The development of rational technologies and systems of cargo movement involves, firstly, the identification of priority and progressive technologies for the delivery of goods and services; secondly, determination of the costs and tariffs for transportation that are optimal for the client and the entrepreneur-carrier; thirdly, the development of methods for the development of rational technologies and systems and their coverage of other clients by advertising their activities, etc.

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A scientifically substantiated classification of transport sectors is essential for proper planning of production and ensuring a certain proportionality in its development. The classification of transport sectors is based on the following principles:

economic purpose of the service provided;

the nature of the functioning of transport products in the production process;

the nature of the impact on the object of labor, etc.

The most important principle of classifying industries is the economic purpose of the service provided. In accordance with this, all transport is divided into external and internal.

In the process of material production, transport satisfies the needs of sectors of the national economy in transportation of various types: intra-production, inter-sectoral within the region, inter-regional, transportation of workers, etc.

Inter-district and intra-district transportation of goods and passengers determine the division of transport in the region into main and intra-district.

Transport features:

One of the main functions is stimulating . Stimulation of economic growth is realized through investments in the transport complex.

· Distributive - ensuring the physical movement of commodity flows in the global economic system.

· The integration function of transport is realized through the formation of a single network of transport routes.

· It also performs a structure-forming function - it participates in the formation of the sectoral structure of world production and intersectoral proportions.

· social function transport - providing equal access to all members of society to the socio-economic infrastructure by increasing the degree of transport accessibility.

The so-called "unified transport system" of Russia is characterized by such features as:

1) uneven development of various modes of transport;

2) extremely uneven distribution of the transport network in individual regions;

3) weak interdependence and interaction of individual modes of transport in the performance of transportation (cargo and passengers);

4) a high level of monopolization of the transport services market, combined with administrative pressure on economic agents, which dismembers a single transport system.

A new enterprise in the market of transport services. Classification, functions of the transport services market

Chapter 1. Theoretical foundations for studying the market of transport services

Internal and external environment of a motor transport enterprise

Competitiveness of transport services

Marketing research in the market of motor transport services

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