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Management of promotion of passenger transportation services on railway transport

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The objective of the work is to study and develop an effective methodology for managing the promotion of passenger transportation services by rail, aimed at increasing the competitiveness and customer satisfaction in the current market conditions. The subject of the study is the processes, methods and tools for managing a project to conduct marketing campaigns, including planning, organizing, coordinating and monitoring events aimed at increasing the attractiveness and competitiveness of rail transportation. The object of the study is the activity of managing passenger transportation of JSC "FPC". The information base of the study was the accounting and financial statements of JSC "FPC", internal regulatory documents of the holding company JSC "Russian Railways", open sources of statistics, Internet analytics, as well as scientific publications on marketing. To achieve the goal and solve the tasks, a set of theoretical and empirical methods was used that complement each other, including: comparative analysis, statistical data processing, logical and structural analysis and synthesis. The article describes the important stages of marketing development in the railway industry. The article analyzes the company's strategy for managing the promotion of services, which is based on an integrated approach that includes the development of product offerings, individualization of services, the use of modern digital promotion channels and affiliate programs. An assessment is given of the implementation of the company's initiatives to promote services, each of which has its own goals and focus. An analysis of the effectiveness of promotions is conducted, demonstrating a systematic and customer-oriented approach to the development of passenger transportation. Recommendations are proposed for assessing the economic efficiency of promotions for services. The practical significance of the work lies in the development of tools and methodological recommendations that can be used by passenger transportation companies to improve the efficiency of activities related to the management of service promotion.

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