Структуризация маркетинговых исследований в управлении проектами пополнения флота

Abstract

Проекты пополнения флота представляют собой специфическую категорию проектов, которая проявляется в особенностях жизненного цикла и продукта проекта. В статье представлена структура маркетинговых исследований с учетом специфики проектов пополнения флота (жизненного цикла, продукта проекта). Определена специфика продукта различных видов проектов пополнения флота с учетом двух форм судоходства и двух категорий услуг с позиции маркетинга – стандартизированные и дифференцированные (уникальные). Установлена взаимосвязь маркетинга в операционной и проектной деятельности судоходных компаний, разграничены их сферы влияния. Идентифицирована структура маркетинга проектов пополнения флота с учетом: процессов управления, областей знаний, этапов жизненного цикла проекта и жизненного цикла продукта проекта. Установлены основные направления маркетинговых исследований по этапам жизненного цикла проекта пополнения флота и областям знаний. Представленные результаты ориентированы на практическое применение в качестве основы для определения содержания маркетинговых исследований в рамках проектов пополнения флота.

Fleet replenishment projects represent a specific category of projects, which is manifested in features of the life cycle of the project and product. The article presents the structure of the marketing activities, taking into account the specifics of the fleet replenishment project (life cycle, a product of the project). The object of research is marketing activities of the fleet replenishment projects. The purpose of research is the identification of the marketing activities structure in the fleet replenishment project management. The specificity of the different kinds of product, which are connected with different kinds of fleet replenishment projects, is based on two forms of shipping and two categories of services marketing position - standardized and differentiated (unique). For fleet replenishment projects the project product variants and their marketing specifics have been identified, taking into account their specificity. It is proposed to divide the products of the fleet replenishment projects into two components: the material part of the project product and the intangible part of the project product. The material part is connected with the ship, as with a material object. The non-material part is a transportation service and the potential ability to provide transportation services. The article shows the relationship of marketing in operational and project activities for shipping companies. Also, the study establishes their main differences. The article presents marketing structure of the fleet replenishment projects according to management processes, knowledge areas, phases of the project lifecycle and the lifecycle of the product. Basic directions of marketing research for every stage of fleet replenishment project life cycle are presented. The results are focused on their use as basic content of marketing research in the fleet replenishment projects. There have been proposed methods of processing of data, which were received as a result of sociological questioning of people concerning their attitude to this or that party.