INCREASING THE EFFICIENCY OF MULTIMODAL TRANSPORTATION WITH ALTERNATIVE USE OF DIFFERENT TYPES OF TRANSPORT

Topicality. The urgency of the study is due to the fact that in Ukraine the volume of cargo transportation using multimodal technologies is growing. Therefore, increasing the efficiency of multimodal transportation using the latest methods of their optimization is timely. This is especially true for those modes of transport whose share in total freight turnover is relatively small. Aim and tasks.The main purpose of the study is to develop theoretical and applied provisions and algorithms for finding the optimal solution for several target functions with different measurement scales to increase the efficiency of multimodal transportation, in particular, with the alternative use of different modes of transport. To achieve this goal, the following tasks arose: to study the impact of the monopolization of the transportation market by certain modes of transport on the reliability and efficiency of transportation; solving the problem of optimization of freight transportation from the national or general industry point of view; study of the importance of the development of inland water transport to increase the efficiency and reliability of multimodal transport; creating an algorithm for finding the optimal solution for several target functions. Research results.Theoretical and applied positions of search of the optimum decision on several target functions with different scale of measurement for increase of efficiency of multimodal transportations, including, at alternative use of different types of transport are investigated. The study proved that the choice of only one of the traditional target functions of transport companies - the cost or time of transportation does not guarantee its effectiveness without assessing the risks of transportation of goods. An algorithm for selecting the optimal solution for several objective functions is proposed. To do this, we used the method of finding the extremum of each of them by its own nontrivial subset. It is proved that these sets, in the general case, are not identical, so to find a solution for several objective functions complicated by their different dimensions, the principle of compromise must be used.The study established a significant degree of monopolization of the transportation market by certain modes of transport and indicated that to solve the problem of optimization of freight transportation from the national or general industry point of view requires equalization of disparities in freight turnover by mode of transport.Conclusion.Analysis of the results of the study allows us to draw the following conclusions: to use the resource to increase the efficiency and reliability of cargo transportation, especially for multimodal transportation technologies, it is necessary to equalize the disproportions of cargo turnover by types of cargo transportation to avoid monopolization of the transport market. To increase the efficiency of transportation, the latest algorithm for selecting the optimal solution for several target functions is proposed. The introduction of this algorithm to optimize multimodal transportation in scientific and practical problems will allow to take into account the risks and find a compromise solution in complex problems of finding solutions for the transportation of goods.

FEATURES OF MODERN INTERACTION BETWEEN SUBJECTS OF THE MARITIME SEGMENT OF THE LABOUR MARKET

Topicality. Nowadays, crewing business in Ukraine is at the stage of formation and development, so its study is a rather new topic for modern Ukrainian science. The study of the problem of considering the crewing business from the point of view of rising the quality of the labour force in the seafarers' labour market, highlights the features of modern interaction between the subjects of the maritime segment of the labour market in terms of the effectiveness of work with marine personnel, helps to orient work in the maritime industry at the state level in the direction of risk reduction and maximum elimination of threats of the present for a modern shipping company, it is necessary to ensure the safety of seafarers in the legal and operational field, which is the basis of this scientific article. Aim and tasks. The aim and tasks of the study are to determine the features of modern interaction between the subjects of the maritime segment of the labour market: the shipowner, the crewing company and the seafarer to design further ways to develop crewing activities. Research results. The article considers the features of the interaction between the subjects of the maritime segment of the labour market: the shipowner, the crewing company and the sailor in the modern dimension of the development of crewing activities. The commercial relationship between the interests of the customer and the intermediary in the selection of a successful skilled employee is analysed. Threats to the development of the modern maritime industry, affecting the labour market of seafarers, have been identified. The ways of further state regulation of the activities of crewing companies in Ukraine on the employment of seafarers and ensuring their protection in any port of the world are covered. Conclusion. The value of the work is determined by the small number of publications on this topic. In Ukraine the opportunity to ensure the protection of seafarers is conditioned by a new state policy, it provides for the introduction of new laws and regulations in the maritime industry, they are aimed at supporting seafarers working on ships on international voyages. The adoption of positive state decisions in the shortest possible time is a way to strengthen international cooperation in ensuring the observance of the labour and social seafarers� rights, their guarantees, ultimately, it will have a positive effect on the development of crewing activities in our country.

MANAGING SHIPPING EFFICIENCY IN THE SYSTEM OF ANTI-CRISIS DEVELOPMENT STRATEGIES

Topicality. The topicality lies in the actual �importance increase� of the development of the fleet and ports, which in turn requires certain efforts both on the part of ports and fleets, and at the macroeconomic level. In turn, this kind of development is an indispensable criterion that creates positive consequences regarding the commercial status and efficiency of any of the shipping companies. Aim and tasks. The purpose of the article is to develop and determine methods of achieving a stable level of functioning by activities. Merchant shipping forms two statuses of functional activity, one of which boils down to solving standard tasks of entrepreneurial efficiency, and the other one forms ensuring the stability of international economic relations together with the formation of an effect of emergence. Research results. The essence of the development of categories of management and direct management of a particular industry affects the formation of the value of capital assets of sea transport enterprises and the degree of their efficiency. The variability of the parameters of the maritime trade market predetermines the difficulty of achieving a normalized financial condition of shipping companies and commercial ports on the terms of shipping. As for anti-crisis companies, transportation management takes into account the prevention of internal and external regional problems and ensuring that there are no shortcomings, which must be accordingly minimized. All of these operations are closely related to general economic rates and transportation from the point of origin to destination. The positive side of the effect of emergence is one of the main criteria for increasing the activity of ports or a shipping company. This effect, however, is based on many different factors, including the development strategy of the next company, which, in turn, generates certain costs that the consumer must cover in order to remain the company efficient and profitable at the same time. Conclusion. The variability of the marginal market parameters predetermines the difficulty of achieving a normalized financial condition of shipping companies and commercial ports under the appropriate conditions of shipment. In turn, depending on the complexity of achieving a certain financial position of the shipping company, its final efficiency depends both on international relations connected to transportation and on the requirements of transportation, influencing the formation of the stability of international economic activity.

ENSURING COMPETITIVENESS OF ENTERPRISES THROUGH THE DESIGN OF EXTERNAL ADVERTISING AS A MEANS OF MARKETING COMMUNICATION

Topicality. The relevance of this topic is due to the fact that the attention of all participants in business processes to the tools of marketing communications in product promotion has increased significantly. It has been proven that the information collected or received by consumers for the purpose of advertising helps them to determine the relevant characteristics of goods and evaluate these goods, which allows customers to rank their preferences and make decisions about choosing a product and its purchase. Thus, the main relevance of advertising is being able to adjust the preferences of potential buyers in the direction of giving preference to those products whose sale is in the interests of their sellers. However, the importance of advertising is also ensured by its impact on the habits, thinking and lifestyle of people, the formation of their behavior, their reaction to the actions of producers. The use of advertising measures in the marketing communications of the manufacturer allows him to establish direct contact with potential consumers, with whom it is not possible to establish contact under other conditions.Aim and tasks. The aim of the article is to study the design features of external advertising as an effective means of marketing communication.Research results. This paper highlights the most important factors in the design of external advertising as a means of marketing communication that affect the level of advertising effectiveness. It is proved that the design of outdoor advertising is the component of enterprise development that ensures the achievement of the best results in bringing information to the consumer, which significantly affects competitiveness. In the conditions of unstable, fast-moving external environment and intensification of competition among enterprises, their development depends on constant search and introduction of new ideas as innovations are a basis of development of the enterprises.Conclusion. The article reveals the problems of creating the design of outdoor advertising as a means of marketing communication. It shows that the distinguishing feature of outdoor advertising is that the advertising appeal should be bright, and at the same time simple and concise, such that conveys the main idea to the consumer and motivates him to concrete actions, ie built on the principle of minimalism.

INNOVATIVE DEVELOPMENT OF MODERN ENTERPRISES: A COMPREHENSIVE APPROACH

Topicality. This scientific article is devoted to the issues of innovative development of modern enterprises from the standpoint of implementation (implementation) of innovative developments, which is associated with changes in the global environment, transition to a new technological level (increasing new technologies), constant competition, economic and social change. Aim and tasks. The purpose of the work is to introduce an integrated approach in modern enterprises in the implementation of innovations. Research results. The paper forms and substantiates the approaches that should be used in the implementation of innovations depending on the specifics of the enterprise and its management system, namely: system-complex (considers all business processes in the enterprise as a whole); process-effective (use of effective tools for making management decisions based on innovative measures to meet consumer needs); situational (management system is organized to form and implement a strategy based on specific situations and actions); functional (interrelation of management functions for realization of the set purposes of the enterprise); integration (combines internal and external management structures and influences); marketing (motivating actions to promote the product of innovation on the market). The author presents the steps of the algorithm for selecting an effective scheme of innovation management of the enterprise, namely: calculation of the marginal levels of innovation of ideas; determination of the arithmetic mean of the quantitative evaluation of ideas according to certain criteria; comparison of the assessment of intentions for innovation; choice of organizational schemes of innovation management. Conclusion. The paper offers a graphical interpretation of the process of innovation management is the adoption of management decisions for their implementation. It is established that the implementation and implementation of innovative projects is directly related to the rate of economic growth in the country and its regions. This interdependence is also reflected graphically in the article. The basic conditions of introduction of innovative developments by the modern enterprises for their further development are defined, namely: improvement of normative-legal maintenance of realization of innovative business; creating conditions for the formation of a full-fledged competition between modern innovation-active enterprises; creation of motivating factors for enterprises in order to increase the importance of innovative changes; expanding opportunities for financing innovative enterprises; development of programs for the purchase of the latest, innovative equipment; incentive measures to involve young people and scientists in innovation processes at enterprises in the country and regions.

PLANNING THE MARITIME COMPANY’S DEVELOPMENT ON THE BASIS OF ITS ECONOMIC SECURITY LEVEL

Topicality. An important condition for ensuring the development of the maritime complex companies is the formation of an effective strategy. The dynamism and uncertainty of the environment in which companies operate, necessitate taking into account the level of their economic security when making decisions about the choice of development strategy.Aim and tasks. The purpose of the article is to develop guidelines for choosing a strategy for the development of a maritime company based on an assessment of its economic security.Research results. The system approach to management of the company’s economic safety is considered. The content of strategic planning for the maritime company development and its correlation with the level of economic security are determined. Qualitative parameters of the corporate resources use in combination with the organizational and functional structure and relationships of structural units, as well as some quantitative guidelines for ensuring the functional components and the level of economic security of companies in general. To identify four strategic areas of the company’s economic security management in the field of maritime management is proposed. The mechanism of the maritime complex companies’ economic security management, its elements, the scheme of their action and interaction are determined to implement the chosen strategy. The priorities for choosing the strategy of the company’s development depending on the level of economic security are specified. The use of a scenario approach for economic security planning based on monitoring the risks and threats of the current activities of the maritime companies is proposed.Conclusion. The proposed approach allows characterizing the conditions of maritime management by the level of safety and on the basis of this information to determine the priority areas of strategic planning of the company’s economic security. Under the conditions of efficient use of corporate resources at company, favourable conditions will be created for achieving business goals, timely detection and maximum mitigation of various dangers and threats in conditions of competition and economic risk, and thus – will ensure the functioning and further development of the maritime complex.

JUSTIFICATION OF ECONOMIC AND ENVIRONMENTAL FEASIBILITY OF CARGO TRANSPORTATION BY INLAND WATERWAYS

Topicality. Currently, the demand for transport by inland waterways is constantly growing, especially in economically developed countries. In order to maintain the national economy and create a more efficient and sustainable logistics system in Ukraine, transportation by inland waterways must be developed, because inland waterway transport has a number of advantages over other modes of transport, which creates the preconditions for changing logistics routes. To reduce transport costs, improve infrastructure and logistics in the face of uncertainty, the relationship between the stakeholders of rail and road transport with representatives of water transport is important. Reorientation of transportation from road transport to inland waterway transport, intensification of international trade and attraction of new freight flows to inland waterway transport will contribute to the overall growth of the country's economy and is possible subject to liberalization of transportation.Aim and tasks. The purpose of the article is to substantiate the economic and environmental feasibility of transporting goods by inland waterway transport in the context of the global trend of the need to preserve the environment and rational use of resources.Research results. The port infrastructure of Ukrainian rivers also does not meet modern requirements and is actually in decline. Most of the ports are located in the central areas of cities, causing the destruction of city roads by trucks that are sent for loading / unloading at these ports. In the context of the global trend of the need to preserve the environment for most countries of the world, inland waterway transport is the cheapest and most environmentally friendly mode of transport, suitable for transporting significant volumes of products, mainly raw materials. In Ukraine, the volume of cargo transported by river transport has significantly decreased over the past decade. Of the available volumes of freight transport by river transport, building materials, grain and metallurgy products prevail in the nomenclature. A certain impetus to the development of inland waterway transport was the adoption of the Law of Ukraine "On Inland Waterway Transport", which outlined the prospects for increasing the cargo turnover of river transport. Considering the volume of emissions from river transport, it is the most environmentally friendly compared to road transport. At the same time, the existing rolling stock of water transport is capable of replacing several thousand trucks. It has been established that the Dnieper basin plays the main role in the transportation of domestic cargo and passengers. More than 90% of all river transport in the country is carried out along the Dnieper and its largest tributaries Pripyat and Desna. However, the low operational characteristics of the fleet are one of the factors holding back the development of freight traffic on inland waterways. The four selected shipping companies provide cargo transportation on the Dnieper and Danube rivers, and are also capable of ensuring the potential development and competitive advantages of Ukrainian water transport.Conclusion. The studies carried out made it possible to substantiate the economic and environmental feasibility of transporting goods by inland water transport in Ukraine. Based on the determination of the share of transportations by inland water transport in the EU countries and Ukraine, the potential opportunities for the development of this area were established, taking into account other similar indicators, as well as the growth of export flows of grain and metallurgical products from the central part of Ukraine. Therefore, the development of domestic inland waterways is economically necessary, expedient and will have a positive effect for the entire country and the economy as a whole, given the low level of pollution and environmental pressure on air, land, water resources, biodiversity, which, in turn, affect climate change. , ecosystems in general and public health. Taking into account the total length of the navigable routes of Ukraine and the tendency to reduce the existing fleet, due to moral and physical aging, it is important to assist in attracting investments in the river fleet, will provide potential technical and technological opportunities for the development of all inland water transport and its key players.

INTEGRATION PROCESSES CHARACTERISTICS IN THE GLOBAL TRADE SHIPPING SYSTEM

Topicality. The shipping policy macroeconomic level takes the central place in the management system of merchant shipping and investment activity according to the development efficiency criteria. The economy is characterized by the building-up of integration processes at the current stage. Increasing production internationalization and globalization leads to the internationalization and globalization of transport and logistics systems and distribution networks. These processes activate the intensity and increase the international freight traffic volume. At the same time, globalization has dramatically changed the volume and model of freight traffic and increased the requirements for both international and local transport systems. Aim and tasks. The central task of the investigations is the choice of a criteria-based assessment system of economic and investment decisions. The study is aimed at clarifying the regularities of the merchant shipping individual segments functioning and at developing recommendations for solving urgent current and future projects for the national shipping potential development. Research results. The transport system efficiency is the economy development important factor. The main transport potential feature is the need of high level of regulation by country. This is due to the fact that: the development of transit potential is a capital-intensive process, and requires long-term investments; it has the monopolistic nature of the elements of the transport system; it needs for a special functional and legal regime of work; it is the reason of environmental problems because of increasing volumes and traffic intensity; it is especially important for national security. Macroeconomic goals to ensure the export transport services development, to use transit potential more efficiently, to increase the consumer transport competitiveness on the transport services international market could be actualized by the integration technology strategy implementation. Conclusion. The implementation of transport potential according to the integration criteria is an important factor of the modern economic development of the country, as, first of all, it is growth of employment, business activity, investments and tax revenues, on the other hand, it assists in integrating the Ukrainian economy into the European and world economic systems. The making economic decisions theory in the maritime transport system in the shipping market globalization context should be taken into account during the urgent economic problems solution.

SCIENTIFIC APPROACH TO ACHIEVING COMPETITIVE ADVANTAGES IN THE SPHERE OF WATER TRANSPORT OF UKRAINE

Topicality. Ukraine is a maritime power and has an advantageous geographical position due to its location at the intersection of international transport routes. Water transport is one of the spheres of economic activity that can ensure an increase in the level of competitiveness of Ukraine at the international level, especially in the context of the strengthening of integration processes in the world and European economic systems. However, little attention is paid to the argumentation at the subregional level of the unique competitive advantages of water transport and effective relationships between all stakeholders in this area. The analysis of the literature indicates a sufficient theoretical substantiation of various issues of providing water transport in Ukraine, but they need to be clarified taking into account the peculiarities of the present.Aim and tasks. The purpose of the article is to substantiate the scientific approach to achieving competitive advantages in the field of water transport by determining the empirical and theoretical foundations and competitive advantages of water transport in Ukraine in modern conditions of development.Research results. It has been established that various scientists distinguish three main approaches to understanding the concept of “competitive advantage”: comparative, resource and value-competence. However, taking into account the peculiarities of the activity and development of water transport, in order to study its competitive advantages, the author proposes to consider its competitive advantages from the standpoint of the created value, in particular: as a unique or prevailing property (excellent qualities or special properties that are of increased value for the consumer), as the success of administration (cost reduction for organizational and managerial success), as competence (collective knowledge for a unique implementation), as a value chain (created benefits of a diverse nature). Therefore, the competitive advantage of water transport should be understood as the exclusive value that the sphere possesses and which gives it advantages over competitive countries at the subregional level. Taking into account the scale and hierarchy of the origin of the competitive advantages of the studied area, it was determined that they are influenced by a number of factors, the main of which are the national development strategies of Ukraine, the level of competitiveness of water transport enterprises and the degree of integration of domestic water transport into the world space. On the basis of studies of the volumes of formation of the surplus value of the structural indicators of the GDP of the countries of the European Union, the need to increase the competitive advantages of the water transport of Ukraine, which should be significant, visible, stable, unique and profitable, is economically substantiated. By the nature of the factor of influence, the authors singled out the geographical, political, economic, organizational and managerial, material and technical, innovation and information, marketing, social, infrastructural competitive advantages of the water transport of Ukraine and indicated the indicators on which they exert the greatest influence.Conclusion. A scientific approach to achieving competitive advantages in the field of water transport in Ukraine has been substantiated, the main goal of which is to ensure a balanced attraction and use of water transport resources, taking into account national characteristics and the influence of the external environment. The groups of factors and competitive advantages of the water transport of Ukraine have been determined, the achievement of which depends on the possibility and ability of their management, the significance for the water transport sector and the country as a whole, the priority of the implementation of strategic and operational tasks. However, achieving them and keeping them at a high level will make it possible to withstand external factors.

METHODOLOGY FOR THE FORMATION OF INDICATORS OF THE EFFECTIVENESS OF STRATEGIC MANAGEMENT DECISIONS IN INDUSTRIAL ENTERPRISES

Topicality. Industry, as one of the components of the national economy of any country, plays one of the leading roles in it due to the fact that it is industry that creates a large part of the GDP. In addition, the leading role of industry lies in the fact that the degree of satisfaction of society's needs for high-quality products, ensuring the technical re-equipment of production and its intensification depends on its success. Formed difficult financial and economic conditions in the country's economy have not yet made it possible to achieve significant changes in the direction of stabilizing industrial production, improving the sectoral structure and its social orientation. For the production of various forms of ownership, functioning in market conditions, it is essential, on the one hand, to develop principles and norms of strategic management, and on the other, to their practical use in order to increase the efficiency of industrial production. It is the isolation of these problems that made it possible to determine the direction of research on the methodology for the formation of indicators of the effectiveness of management decisions at industrial enterprises. Aim and tasks. The aim of the work is to develop and substantiate a methodology for indicators of the effectiveness of management decisions at industrial enterprises. Achievement of the set research goal led to the formation and resolution of the following tasks: to study the system of main indicators of the enterprise's performance; to form a methodological basis for management decisions. Research results. The work developed and substantiated a system of main indicators of the enterprise's performance, which provides for the calculation of the following profitability indicators: production, sales, assets, equity, production assets, personnel, invested capital, etc. It has been established that efficiency is the sum of two factors: the difference between results and costs, which indicates a positive balance (i.e., the benefits that are brought by human efforts), and the ability of this difference to meet the real vital needs of society (people). It is shown that the sources of strategic ideas in centralized decision-making are a high level of management (top management) due to the fact that it is there that information is concentrated, as well as central services and heads of production departments. Conclusion. The obtained results of the study make it possible to systematize the information obtained by calculating the indicators of the efficiency of enterprises and to formalize the process of making managerial decisions; to improve the scientific support of the process of implementation of strategic changes at the enterprise by using the four-stage model of "gradual (evolutionary) growth of changes".