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METHODICAL AND METHODOLOGICAL BASIS FOR THE FORMATION OF COMPLEX MARKETING RESEARCH OF TRANSPORT SYSTEM: INSTITUTIONAL AND INFRASTRUCTURE ASPECT

The lack of the complex methodology of marketing research available for practical functioning of the transport service market in Russia is an urgent problem. The article highlights the experience and prospects of conducting marketing research in transport. Determining the existing competitive advantages of a transport enterprise and positioning these advantages in those market segments where they can be realized in the best way is a special feature of marketing research in the transport service market. A methodological-theoretical concept of a complex-system marketing research has been proposed, taking into account the identification of reserves and possibilities for increasing the economic and social efficiency of river transport. The author's approach to the questionnaire survey of passengers, residents of riverside areas (the Volga River, the Oka River), excursionists, holidaymakers in boarding houses, tourist and sports facilities has been developed. According to the conducted time-study of the technological process of passenger getting on/off (e.g. on board a motorvessel), there has been recommended the more secure and faster innovation technology for the excursionists. There have been suggested the variants of organizing the fleet operation, improving the quality of transportation at rush hours in cities (river taxis), opening of new tourist and excursion routes on the main rivers, the Gorky reservoir, small and side rivers in accordance with the identified tourist resources and recreational and health-improving potential. It has been considered expedient to attract other types of public transport to the river transport conveyor: railway, automobile and air transport. There has been developed algorithm of calculating unsatisfied demand for express tours in correlation with calculating the effectiveness of advertising on river transport. The particular attention has been paid to the procedure of writing the report, the degree of responsibility and professionalism of the researcher-innovator who is able to formulate and retransmit the philosophy of fundamental marketing research in transport in the conditions of modern market infrastructure, and in the formation of the competitive institutional economy of agglomeration (region). A graphic model of express report on complex marketing research on the river transport has been given as an example.