The article examines the features of pricing in the transport market, which is one of the key factors of the market economy; the process of establishing the optimal price for transport services is considered – the only element of traditional marketing, the value of which depends on the economic state and competition in the market and ensures the real income of the enterprise. The problems of modern pricing have been updated; identified the most important external factors that should be considered by transport companies in the pricing process. The analysis showed that despite the ordered and structured classification of pricing methods, there are no systematic methodological approaches that would allow them to adapt to real market conditions. Each of the methods presented in the scientific and methodological literature has a significant drawback – the ability to solve only a particular, separate and narrowly focused problem. Thus, the development of a pricing mechanism that will allow continuous and comprehensive control of this process, taking into account any changes in the current market, is relevant and in demand in the production practice of transport enterprises. New approaches to the pricing of transport services using marketing tools are considered. Taking into account the factors affecting the pricing, a mechanism was proposed for determining the optimal price of a transport company for the services provided, consisting of five consecutive stages and assuming a continuous, regular pricing process aimed at increasing the stability of the company in the market, the formation of its positive dynamics and profit growth. The examples of the step-by-step calculation of the indicators of the company's price attractiveness and the services provided for the formation of optimal prices in the transport market are given. This pricing mechanism develops the methodological foundations of the analysis of the financial and economic activities of a transport company and expands the toolkit for its pricing in market conditions.