Optimization of maritime transportation based on marketing technologies

Abstract

The paper deals with actual questions, related to development of maritime transport communications based on marketing approach. Usage of marketing tools (formation and adjustment of key expectations and needs for the target audience) enables more integrated approach to maritime transport operation and realization of it’s potential more systematically. The article presents expectations and needs of the key shipping route operators based on three-dimensional matrix (consumers-feature of needs- technology ‘know-how’ to cover needs), the most important factors development are analyzed with reference to local specific features to cover needs and preferences of shippers in highly competitive maritime transport market. On this basis, the author’s point of view on future perspectives of maritime transport communications development and it’s competitive growth is proposed. In order to attract operators’ attention to maritime route activities and fully involve it’s transport potential in economic turnover it’s necessary to create and develop of coastal infrastructure, the functioning of monitoring systems, and measures implementation to ensure navigation safety. The intensification of shipping and freight traffic growth will create effective maritime transport direction and stimulate business activity.