THE PROBLEM OF USING MARKETING INNOVATIONS IN THE PROMOTION OF TRANSPORT SERVICES

The article considers the experience of applying innovative technologies and tools for promoting transport services on the example of the Joint Stock Company «Russian Railways». The author notes that services have a significant impact on the favorable functioning of the economy and ensuring an increase in the efficiency of social production, a significant share is occupied by transport services, including railway transport services.

The article focuses on the fact that the high competitiveness of railway services does not imply a stop in development. Digital transformation makes it necessary to update corporate strategies and improve digital competencies. In the article, the author attempts to analyze the impact of digitalization on the promotion of JSCo «RZD» transport services, shows the experience of using digital marketing tools, analyzes the company's customer focus, and presents the results of assessing passenger satisfaction with the carrier's services. The author writes about the continued introduction of new methods, technologies and tools of Internet marketing, which made it possible to remain in the global trend. A positive business reputation is formed in communications with different groups of the target audience. Technological solutions are being created to develop customer focus, projects are being developed that combine scientific, technical, engineering, creative and corporate aspects of the implemented policy of Company «Russian Railways». These technologies and tools include Hidden Marketing, Online Reputation Management, SMM.

The article does not reflect the features of the promotion of transport services of Russian Railways in the economic, political and international instability that began in February 2022. Now is the time for major changes in macroeconomic decisions, corporate objectives, and consumer behavior. The author gives a retrospective description of the marketing tools of Russian Railways until 2022 to analyze and evaluate the accumulated experience.

The author's research on the evaluation of innovative methods of promotion in the Russian Railways company is carried out as part of the research work plan of the state budget financing of the Omsk State Transport University in 2019–2022.

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